Website conversion: what it is, how to know and how to improve performance

What is conversion rate and what is it for

Conversion is a key performance indicator of your web resource, determining how successful visitors are in completing targeted actions on your site. These actions can vary depending on your goal: from making a purchase and filling out a form to subscribing to a newsletter or viewing a specific page.

So why do we need to actively monitor conversion rates? Firstly, conversion allows you to measure the effectiveness of your marketing content and advertising campaigns. It helps you determine which traffic sources are delivering the most value, as well as identifying weaknesses in your sales funnel.

Secondly, increasing website conversion rates helps increase profits. The higher the percentage of visitors who take the desired action, the more likely your site is to become a source of revenue. Increasing conversion rates can be achieved by optimising content, improving user experience and applying effective marketing strategies.

To successfully manage website conversions, you need to actively track conversion metrics. This allows you to see which changes in design, content, or marketing campaigns lead to better or worse results. Systematically tracking conversion metrics will allow you to make informed decisions and strategic steps to optimise your website.

Aprotsky Alexander

Website conversion is not just a number, it’s the key to understanding how your website interacts with your audience and what changes can lead to better results.

How to count conversions

Understanding how to calculate website conversion is key to effectively analysing and optimising your online business. Conversion calculation is based on a simple formula that helps you determine the percentage of visitors who take a desired action on your website.

To use this formula, you’ll need two key metrics: the number of visitors to your website and the number of targeted actions taken. Once you’ve determined these numbers, simply divide the number of targeted actions by the total number of visitors, and then multiply the result by 100% to get your conversion percentage.

For example, if your website received 1,000 visitors in a month, of which 50 made a purchase, your conversion rate would be: 

Now that you understand the basics of conversion calculation, it’s important to make sure you’re properly tracking and measuring targeted actions on your website. This may involve setting up targeted events in your analytics system, using unique tracking codes, or integrating specialised conversion analysis tools.

Additionally, it’s important to realise that conversions are not limited to just one type of action. Depending on your business goals, not only making a purchase, but also filling out a form, subscribing to a newsletter, registering on a website, etc. may be considered a conversion. Therefore, it is important to identify the key target actions that are most important to your business and keep track of them.

All these steps will help you not only to calculate the conversion rate of your website correctly, but also to effectively optimise it for better results and increased profits.

Difference between micro and macro conversion

A website conversion can be a macro- or micro-conversion, depending on its significance for the business.

• Macro-conversions are key target actions that lead to the business’s primary goal.
• Micro-conversions are secondary user actions that indicate engagement and potential readiness to complete a macro-conversion.

What is a macro-conversion?

A macro-conversion is the main goal of a website—the reason it was created. This may include:

• Purchasing a product in an online store
• Submitting a service request
• Subscribing to a paid service
• Downloading an important document (e.g., a commercial offer)
• Registering for a personal account

Example: In an online store, a macro-conversion would be successfully placing and paying for an order.

What is a micro-conversion?

A micro-conversion is an action that brings the user closer to the main goal but is not the goal itself.

• Viewing multiple pages of the website
• Adding a product to the cart
• Clicking on CTA (call-to-action) buttons
• Subscribing to a newsletter
• Downloading a free resource
• Registering without making a purchase

Example: A user adds a product to the cart but doesn’t complete the payment—this is a micro-conversion that indicates interest in the product.

What are the different types of conversions

There are several types of conversions in online business, each of which plays an important role in evaluating the effectiveness of your web and marketing efforts. The different types of conversions include:

Website-to-Application Conversion (Lead Conversion)

Website to application conversion measures the effectiveness of the customer acquisition and retention process. This type of conversion measures the number of visitors who fill out an enquiry form to request information or advice. The higher this metric, the more potential customers you attract to your website.

Ad Conversion

Advertising conversion allows you to measure the effectiveness of your advertising campaigns. This indicator takes into account the number of users who clicked on your adverts and took a targeted action, such as buying a product or registering on the site.

Conversion to payment

Conversion to payment is one of the most important metrics for e-commerce and online shops. This type of conversion reflects the percentage of visitors who have made a purchase or payment for the goods or services offered. The successful completion of a transaction is a key point in the conversion process and confirms the effectiveness of your website in turning visitors into buyers.

Subscription conversion

Subscription conversion represents the percentage of visitors who subscribe to your newsletter or newsletter. This type of conversion gauges visitors’ interest in your content and products, and reflects the extent to which they are willing to keep interacting with your brand. Subscribing to a newsletter is an important tool for customer retention and product promotion as it keeps your audience regularly informed about news, promotions and special offers.

Conversion to call

Conversion to call is a metric that reflects how many users made a call after visiting a website.

Conversion to page views

This metric shows how deeply users interact with content and navigate to other pages on the site.

Conversion to document download

Shows how many users downloaded a file (presentation, price list, eBook, manual).

Other types of conversions

Website conversion metrics can also include conversion to registrations, newsletter signups, and other targeted actions that reflect important stages of visitor interaction with your web resource. Each of these types of conversions plays a role in measuring the success of your online business and helps you build an effective growth strategy.

Aprotsky Alexander

The variety of conversions allows you to get a better understanding of how your website interacts with your audience and which actions bring the most value.

What should conversion rates be depending on the type of website?

Conversion rates vary significantly depending on the type of website and its goals. For online stores, purchases are key; for corporate websites, it’s form submissions; and landing pages are focused on a specific call to action. Let’s look at what average conversion rates are considered good for different types of websites.

E-commerce website conversion

Average rate: 1–3%

In online stores, a conversion is typically a completed purchase, but actions like adding items to the cart or initiating checkout without completing payment are also tracked.

What affects e-commerce conversion rates?

• A smooth and user-friendly checkout process
• High-quality product images and descriptions
• Trust in the store (reviews, certifications)
• Multiple payment options

How to increase conversion rates?

• Add a simplified cart and one-click purchase option
• Set up email campaigns to remind users about abandoned carts
• Improve the mobile version of the store

Corporate website conversion

Average rate: 5–10%

A corporate website is designed to attract clients and partners. The main conversions include: requesting a callback, downloading a price list, or submitting an inquiry form.

What affects conversion rates?

• A clear USP (Unique Selling Proposition)
• Contact information placed in a prominent location
• An informative blog and case studies
• A simple inquiry form with no unnecessary fields

How to increase conversion rates?

• Place contact details and CTA buttons in the website header
• Use live chat or chatbot support
• Add social proof (testimonials, case studies, client logos)

Landing page conversion

Average rate: 10–25%

A landing page is a single-page website designed to capture contact information or encourage users to submit a request.

What affects landing page conversion rates?

• A strong headline and clear value proposition
• Time-limited offers
• Minimal distractions on the page
• A high-quality CTA (call to action)

How to increase conversion rates?

• A/B test different headlines and offers
• Use countdown timers to create urgency
• Simplify the submission form—no more than 3–4 fields

Service website conversion

Average rate: 7–15%

Service websites are focused on generating inquiries, calls, or consultation requests.

What affects conversion rates?

• Detailed service descriptions
• Clear structure and easy navigation
• Work examples and case studies
• Transparent pricing

How to increase conversion rates?

• Place “Request a Call” buttons in prominent locations
• Add an FAQ section to address common questions
• Offer a free consultation

Mobile app conversion

Average rate: 3–8% (installs), 20–40% (active users)

For mobile apps, conversions include installs, registrations, and subscriptions.

What affects conversion rates?

• Attractive screenshots in the App Store and Google Play
• User-friendly interface and quick onboarding
• Personalized push notifications
• App reviews and ratings

How to increase conversion rates?

• Optimize the app store listing (ASO – App Store Optimization)
• Offer a bonus for installing the app (e.g., discount or free trial)
• Use interactive tips during the first launch

User psychology and its impact on conversion

Website conversion is directly linked to user psychology. People make decisions not only rationally, but also emotionally. A well-designed emotional strategy can significantly boost conversion rates.

How emotions influence user secisions

Emotions play a key role in user behavior. Feelings such as fear, joy, surprise, or a sense of gain can motivate a person to take action on a website.

Which Emotions Can Increase Conversions?

• Fear of Missing Out (FOMO): “Only 3 spots left!”
• Joy from receiving a bonus: “Get 10% off your first order!”
• Sense of exclusivity: “Offer available only to our subscribers”
• Confidence in making the right choice: “Recommended by 95% of our customers”

How to Use Emotions in Design and Content

• Use bright colors and emotionally engaging visuals
• Include success stories and authentic customer reviews
• Apply personalization: “Alexander, you have a 15% discount available!”

The Effect of Urgency and Limited-Time Offers

People fear missing out on opportunities, and urgency is one of the most powerful tools for boosting conversions.

Examples of Using Urgency:

• Discount timer: “Only 3 hours left in the sale!”
• Limited stock: “Only 5 spots left in the group”
• Seasonal promotions: “Winter sale ends tomorrow!”

How to Effectively Create a Sense of Urgency

• Countdown timers: Clearly show when the offer ends
• Phrases like “Limited quantity”: Increase the desire to act quickly
• Social proof: “This product has already been purchased by 500 people”

Important: Avoid creating false urgency—users will quickly catch on, and trust in your brand may decline.

Trust in a Website and Its Impact on Conversion

If a user doesn’t trust a website, they won’t make a purchase. Trust is built through transparency, social proof, and user-friendly design.

How to Build Trust on a Website

• Customer reviews and case studies: Real examples of successful experiences
• Social proof: Company logos, awards, and recognitions
• Data security: SSL certificate, trusted payment system badges
• Clear contact information: Phone number, email, legal address

How to Overcome User Doubts

• Offer guarantees and free returns
• Add a FAQ section with answers to key questions
• Provide a clear and simple return policy

Sales Funnel Conversion: Key Features

Sales funnel conversion is a critical metric that reflects the effectiveness of the entire sales process—from attracting a potential customer to closing a deal. Here are some important characteristics of sales funnel conversion:

• Multi-step process. The sales funnel consists of multiple stages, starting with capturing attention and ending with a purchase or other desired action.
• Drop-offs at each stage. At every stage of the funnel, some potential customers are lost due to various reasons, leading to a gradual narrowing of the funnel.
• Defining key metrics. To analyze funnel conversion effectively, it’s essential to identify key metrics for each stage—such as the percentage of attracted leads, the percentage progressing to the next stage, and so on.
• Optimization of each stage. Improving funnel conversion requires optimizing every stage, eliminating bottlenecks, and enhancing the user experience.
• Continuous monitoring and analysis. It’s important to regularly track and analyze funnel data to identify problem areas and take corrective actions.

Sales funnel conversion plays a crucial role in streamlining the sales process and achieving better business outcomes.

Tools for conversion analysis

To effectively analyse website conversion rates and make informed decisions to improve them, it is important to use the right tools. They help to collect data on user behaviour, identify weaknesses and evaluate the results of implemented changes. Let’s take a look at a few popular solutions:

1.Google Analytics

One of the most powerful and free tools for analysing websites. Google Analytics allows you to track key metrics such as conversion rates, user paths, traffic sources and on-site behaviour. With goal settings, you can analyse the performance of specific pages or campaigns.

2.Yandex.Metrica.

An analogue of Google Analytics that provides advanced features such as webwatch. You can study real user behaviour, capture their movements around the site and find bottlenecks in the sales funnel.

3.A/B testing (Optimizely, Google Optimise)

A/B testing tools are used to test the effectiveness of different website elements. They allow you to test multiple design options, headlines, or CTA buttons to determine which one brings the highest conversion rate.

4.Crazy Egg

A service that helps analyse user behaviour using heat maps, scroll maps and traffic segmentation. Crazy Egg provides recommendations on interface optimisation.

Using the above tools in combination, you will be able to gain a deeper understanding of how to improve user experience, remove barriers to the customer journey and increase the conversion rate of your website.

What affects conversion rate

A website’s conversion rate depends on a variety of factors that influence visitor behaviour and decisions. Understanding these factors allows you to optimise your web resource to achieve higher conversion rates. Here are some of the key influencing factors:

• Content quality: Informative and compelling content can motivate visitors to take the desired action, such as making a purchase or filling out a form.
• Ease of navigation: Good site structure and intuitive navigation make it easier for visitors to find information or products.
• Design and user experience: An attractive design and user-friendly interface can increase user satisfaction and encourage action.
• Calls to Action (CTAs): Clear and enticing calls to action can encourage visitors to take targeted actions.
• Site load speed: Slow loading pages can deter visitors and reduce the likelihood of conversions.
• Reputation and trust: Rankings, customer reviews, security certifications and other factors can influence visitors’ trust in your site and influence their decision to make a purchase or other action.
• Seasonality and Events: Take into account seasonal and ongoing events that can affect visitor behaviour and site conversion, such as seasonal sales, holidays or special events.

Tracking website conversions and analysing these factors will help you identify weaknesses and implement measures to improve your web resource for better results.

What is considered a good conversion rate

Determining what is considered a good website conversion depends on many factors, including the industry, type of business, and purpose of the web resource.

Definition of good conversion in SEO

For SEO, a good conversion rate is usually defined as the percentage of website visitors who take a targeted action, such as buying a product or signing up for a newsletter. While standard metrics can vary by industry and type of business, a conversion rate of 2% to 5% is generally considered good. In more competitive industries, such as e-commerce, the expected conversion can be higher, in the range of 10% or even more.

Defining a good conversion rate in PPC

For contextual advertising (PPC), a good conversion rate depends on the effectiveness of the ad campaign. On average, conversion from PPC can range from 2% to 10%. However, the definition of a ‘good’ conversion in PPC also depends on the cost per click and competition in the industry. In some cases, if the cost per click is high, a 1-2% conversion may also be considered acceptable.

Defining a good conversion rate in targeted advertising

For targeted advertising, a good conversion rate usually depends on the accuracy of the targeting and relevance of the adverts. On average, the expected conversion rate in targeted advertising can be between 5% and 15%. However, as with other types of advertising, conversion rates can vary widely depending on the industry, audience and quality of ad content.

How to increase conversion rates

Increasing website conversion is an important task for any web business looking to grow and increase profits. There are several strategies that can help in increasing website conversion:

Optimising page load

One of the key aspects of increasing website conversion is to speed up page load speed. A fast loading site helps retain visitors and reduce churn due to long waits. Slow loading pages can annoy users, lead to loss of interest and as a result, reduce the likelihood of conversion. Page load optimisation includes measures such as compressing images, minimising code and using caching to allow the site to load faster and provide a more positive user experience.

Improving user experience

In order to increase the conversion rate of a website, you need to ensure that the information on the site is easy to navigate and accessible. A well-designed interface, intuitive structure and ease of information retrieval will help visitors find what they need quickly. Improving the user experience contributes to increased user satisfaction and increases the likelihood of taking targeted actions such as purchasing or registering.

Testing and Analysis

Conducting A/B testing of different elements of a website helps determine which changes lead to increased conversions. Testing different layouts, texts, colours and layout of elements helps to identify the best solutions to improve conversions. Subsequent analysis of the test results allows you to identify successful strategies and apply them in practice to achieve better results.

Content personalisation

Using visitor data to create personalised content and offers is another effective way to increase conversions. Personalising content allows you to better match each user’s needs and interests, making them more likely to take targeted actions such as buying or registering.

Clear calls to action (CTAs)

Creating attractive and enticing calls to action (CTAs) plays an important role in encouraging visitors to take the desired action on your website. Clear and prominent CTAs can significantly increase conversion rates as they direct users to take certain actions. These can be calls to action such as ‘Buy Now,’ ‘Subscribe,’ ‘Sign Up,’ etc. Placing CTAs in strategic places on your site, such as headers, banners, and article ends, helps grab visitors’ attention and motivate them to take action.

Improving the mobile version of your website

With the growing number of mobile device users, optimising your website for mobile platforms is becoming increasingly important to increase conversions. An optimised mobile version of a website ensures usability on mobile devices, which significantly improves the user experience and increases the likelihood of taking targeted actions. This includes responsive design, optimised images and content, and user-friendly controls such as buttons and menus. Ensuring your site works optimally on all types of devices maximises accessibility for your target audience and increases conversion rates.

User behaviour analysis

Using analytics tools to track user behaviour on a website is a key aspect of conversion optimisation. Analysing user behaviour data allows you to identify areas for improvement, identify problem areas and determine the most effective strategies. Analytics tools allow you to track metrics such as time on site, user interaction events with content and conversions to help you make informed decisions to optimise your site and increase conversions.

Implementing these techniques and strategies will not only increase the conversion rate of your website, but also improve the overall user experience, which will ultimately lead to an increase in the effectiveness of your online business.

Aprotsky Alexander

Increasing website conversion is not just a strategy, it is an ongoing process of analysis, testing and optimisation to improve user experience and business results.

New Methods to Increase Conversion

Modern users expect fast, convenient, and interactive solutions. Traditional conversion techniques are not always effective anymore, so it’s important to use new approaches such as chatbots, interactive content, and video marketing.

Using Chatbots and Online Consultants

Chatbots and online consultants help users get answers quickly without leaving the site, thereby increasing engagement and conversion rates.

How Do Chatbots Increase Conversion?

• Provide instant answers, shortening the customer journey to purchase
• Assist in selecting the right product or service
• Operate 24/7, preventing loss of customers outside business hours
• Collect user contacts (email, phone number)

How to Use Chatbots Effectively?

• Integrate chatbots from Telegram, WhatsApp, Facebook into the website
• Set up personalized automated responses
• Connect chatbots to CRM systems for further lead processing

Gamification and Interactive Content

Gamification is the integration of game mechanics into the user interaction process on a website. It increases user interest and engagement.

How Does Gamification Affect Conversion?

• Increases time spent on the site
• Motivates users to take the desired action
• Builds trust and creates a positive user experience

Examples of Gamification:

• Wheel of fortune (“Win a discount!”)
• Quizzes (“Which product suits you best?”)
• Progress bars in form completion (“You’re 80% done with registration!”)
• Activity bonuses (“Discount for subscribing!”)

Video Content and Its Impact on Conversion

Video holds users’ attention 2–3 times longer than text, making it a powerful tool for increasing conversion rates.

Why Does Video Increase Conversion?

• Conveys more information in a short time
• Evokes emotions and builds trust
• Makes complex products easier to understand

Which Videos Work Best?

• Product and service reviews
• Customer testimonials in video format
• Explainer animated videos (“How does it work?”)
• Personalized video messages

Optimisation of the application form (minimum fields)

The simpler the application form, the more likely it is to be filled out. Long forms discourage users, especially on mobile devices.

How to simplify the application form?

• Leave only important fields (name, phone number, email)
• use autofill (Google, Facebook)
• add micro-animations and progress bars (‘1 more step and it’s done!’)
• set up 1-click confirmation

How to increase form conversion?

• use incentives (‘10% discount for your application!’)
• add FAQ under the form to remove doubts
• test different field formats (drop-down lists, checkboxes)

Mistakes in working with conversion

Conversion handling mistakes can reduce the effectiveness of a website. Here are the key ones:

• No clear goal. If you don’t know what your goal is – sales, subscriptions or sign-ups – your efforts will be useless. Define a goal for each page.
• Poor user experience. Long loading times, complicated navigation, or an awkward buying process discourage users. The site should be simple and easy to use.
• Wrong target audience. Reaching out to everyone instead of focusing on your audience lowers conversion rates. Create content for those who are interested in your product.
• Intrusive advertising. Pop-ups, banners, and autoplay videos are annoying. Use them only as needed and in moderation.
• No mobile version. If a site is not user-friendly on smartphones, you’re losing users. Adapt pages for mobile devices.
• No A/B tests. Making changes to a website without testing the effectiveness is a mistake. Test different options and choose the best one.
• Ignoring analytics. Without regular data analysis, it’s hard to know what’s working and what’s not. Use analytics to inform your decisions.
• Lack of trust. Lack of testimonials, warranties, or certifications raises doubts. Add evidence of reliability.
• Focus on traffic. Not only the volume but also the quality of traffic is important. Attract users who are interested in your product.
• Overly complicated purchase or checkout process. If a user is faced with multiple steps, confusing forms, or inconvenient payment methods, they are highly likely to leave the site without making a purchase.
• Poor quality images and content. Blurry product photos, boring text, and unstructured content reduce trust in the site and decrease the likelihood of conversion.
• Neglecting data analysis and tests. Without constant analysis of user behaviour, A/B testing and strategy adjustments, it’s impossible to understand which elements of the site are working and which are hindering conversions.

Fixing these mistakes will help increase conversions and help you reach your goals.

Keys to success in increasing conversion rates

Throughout this article, we’ve delved into the world of website conversion, exploring its nature, calculation methods, influencing factors and ways to increase it. Understanding and effectively managing conversion rates are key elements of a successful online strategy for any business.

However, many businesses face the problem of low conversion rates, which can have a negative impact on revenue and growth. One of the best ways to tackle this problem is to take a systematic approach to analysing and optimising all aspects of your web resource. Applying advanced data analysis techniques, A/B testing, optimising content and user experience, as well as constantly monitoring and adapting your strategy according to changes in user behaviour can all help you achieve better results. Remember that every web resource is unique, and there is no one-size-fits-all solution to increase conversions.

Ready to increase your website conversion rate and reach new heights in your online business? Start applying our tips right now and see your profits and success begin to grow!

Marketing Automation

Using CRM, email newsletters, chatbots and trigger notifications can help remind customers of your offer in a timely manner and increase repeat conversions.

Targeting mobile users

Optimising the mobile version of your website, speeding up page load times and user-friendly interfaces help retain mobile traffic, which makes up the majority of your users.

Use of personalised offers

Personalised content, dynamic product recommendations and individual discounts create a sense of unique approach to each customer, which significantly increases the likelihood of a targeted action.

It’s time to transform your website: increase conversions and unlock your potential!

FAQ

1. What is website conversion rate? Conversion is the ratio of website visitors who performed a targeted action (purchase, subscription, registration) to the total number of visitors, expressed as a percentage.
2. Which actions are considered target actions? It depends on the goals of the business. Targeted actions include purchases, registrations, form submissions, newsletter subscriptions, file downloads, and others.
3. What conversion rate is considered a good conversion rate? The average conversion rate depends on the industry. In e-commerce, it’s 2-3%, but in some niches, the rate can be as high as 10% or higher.
4. Why does my site have a low conversion rate? The reasons can be different: inconvenient interface, slow loading pages, low-quality traffic or lack of trust from users.
5. What tools help to analyse conversion rates? Popular tools: Google Analytics, Yandex.Metric, Hotjar, Crazy Egg and A/B testing platforms such as Google Optimise.
6. How to increase website conversion rate? To increase conversion rates, you need to improve UX design, speed up site loading, adapt pages for mobile devices, use high-quality images and texts, and conduct A/B tests.
7. How often should conversion rates be analysed? It is recommended to analyse at least once a month, especially after implementing changes to evaluate their effectiveness.
8. What to do if the conversion rate has decreased? Conduct a site audit, study user behaviour through analytical tools and test new hypotheses to eliminate problems.
9. Is it possible to increase conversion rates without changing the website design? Yes, you can optimise texts, improve calls to action (CTAs), simplify forms or add customer testimonials.
10. How does A/B testing work? This method compares two variants of a page or element (such as a button) based on user behaviour data. The variant with the best conversion rate wins.