A Good Conversion Ratio Takes a Lot of Visitors!

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Commonly we hear that a 1% or 2% CR (Conversion Ratio) is good. This expression means that one or two visitors take the desired action in accordance with the site purpose – perhaps they make a purchase, request further information, or download a file.

Such numbers mean different things to different people. Many sites would be dismayed by a CR of less than ten percent. Still others, particularly those selling high ticket items, may be quite content with a CR of 0.1%. What the CR for your site ought to be depends upon the site purpose. For example, it’s easier to generate leads than to sell product. Thus you would expect a better CR in lead generation than in selling.

CR And Newcomers

If you’re new to the Web or have only recently launched a site, you may not have enough visitors or sales to work out what your CR is, or ought to be. The bottom line is that visitors are hard to get, and the task is far more difficult for a new or relatively new site than it is for one that’s established.

So What Should Your CR Be?

As I outlined above, your CR should be a function of your site’s purpose. As an example, assume that you’ve opened a site, and you’re selling an ebook at $20 per copy. Further assume it’s a fantastic book with great content that interests many. And one that over-delivers big time.

In theory, you should be able to generate 1-2 sales per 100 visitors (1% – 2%CR). In practice, however, this may be an unrealistic goal. Why? Because the inconsistencies between groups of only 100 can mislead.

The Makings Of A Great Site

Let’s assume you’ve taken a practical approach to your site, and that it’s all working well. You have great content that, even now, is beginning to draw traffic. And you have other products, and perhaps an affiliate program or two, besides the ebook.

Given this model, visits to the site don’t relate directly to the CR for your ebook. You need to look at the visitors to the page that contains the sales presentation for the book, and then consider sales relative to this count.

To put this another way, it may require 1000 visits to your site to generate 100 visits to your sales presentation. If these visits bring two sales, your CR is 2%. However, relative to your site, which received 1000 hits in total, ebook sales amount to only 0.2% of total visits.

1000 Unique Visitors? That’s A Lot!

You bet it is. And if you’re new to the Web, you may not yet have received this many visits in total. Growing targeted traffic is the most difficult task there is in doing business online. It takes time, a lot of learning, and above all, patience.

So what can you do in the meantime?

Continuously examine all aspects of your site, with the goal of directing more visitors down paths to sales. Ask youself:

  • Does your content at least indirectly point to a path which leads to a sale?
  • Can your sales presentations be improved?
  • Is there a product that can be dropped that would increase the sales of others, by bringing a sharper focus to your range?

While the above pointers seem to be clear cut, it’s very difficult to measure the effectiveness of any change you might make to your site. That is, given a change, 100 visits to a sales presentation may yield 3 sales rather than 2, but this still requires a lot of guesswork. In fact, a good improvement in the presentation may result in a drop to only 1 sale in the next 100 visits. With so few visits, results are inconclusive. If you are convinced your new page is better, you may decide to keep it regardless, and worry about the CR over a longer time period.

How Many Visits Can You Expect?

When a new site is launched, visits come from the Webmaster and their friends. While you build content, submit to search engines, improve sales presentations and get involved in everything else that’s required to grow a site, you’ll be busy. Unique Visitor counts will climb, but slowly. And sales will rise even more slowly.

While there are those who have the experience to generate massive visit counts in a short timeframe, even the most determined newbie may need to be content with something between 2000 and 4000 total visits in the first year. Translate this to only a few sales of a $20 ebook, and it’s easy to see why so many ebusinesses fail to hold on – even for 12 months.

The good news for the persistent types is that a growth rate of ten percent per month is not out of reach. And this produces double the visit rate in 7.5 months. The secret? Hang in and make it happen!

It Takes A Lot Of Hits

Until you generate two to three hundred visits per day, testing is not likely to “prove” the effectiveness (or failure) of changes. In fact, even at 1000 visits per day, there will always be a need to evaluate results. In some cases, you must ignore what the numbers appear to say.

To put this another way, suppose you’re up to 1000 visits per day. If you put up a new sales presentation and your CR jumps from 2% to 4%, and stays there, there’s really no choice. Stick with the new version. However, you may decide to do so even if the CR drops a little. Why? Because results from even 1000 visits per day can be circumstantial, a function of the traffic that happened by. The new page may be determined to be good, so long as there is not a significant drop. In taking this choice, the hope is in gains over time.

Where Does That Leave You?

In the end, it’s always a matter of judgement. If you receive only a few visits, then you may have nothing else to go by, other than your instinct. Given a lot of visits, you’ll not only have better foundations on which to make your judgements, but you’ll also benefit from greater experience. So for now, as in the future, you may need to act upon your sense of things, rather than numbers.

Frequently Asked Questions about Website Traffic and Visitor Ratio

What is a good visitor ratio for a website?

A good visitor ratio for a website can vary depending on the industry, the purpose of the website, and the specific goals of the business. However, a general benchmark to aim for is a bounce rate of 40-60%. This means that 40-60% of visitors leave after viewing only one page, which indicates that the remaining visitors are engaging with multiple pages on your site. A higher visitor ratio can indicate that your website is effectively engaging visitors and encouraging them to explore more of your content.

How can I increase my website’s visitor ratio?

There are several strategies to increase your website’s visitor ratio. First, ensure your website is user-friendly with easy navigation and a clean, attractive design. Second, provide high-quality, relevant content that meets the needs and interests of your target audience. Third, use SEO strategies to improve your website’s visibility in search engine results. Finally, consider using online advertising or social media marketing to attract more visitors to your site.

How can I track my website’s visitor ratio?

You can track your website’s visitor ratio using various analytics tools. Google Analytics is a popular choice, providing detailed information about your website’s traffic, including the number of visitors, the pages they visit, and the length of their visit. Other tools like SimilarWeb and MonsterInsights also offer comprehensive analytics features.

What factors can affect my website’s visitor ratio?

Several factors can affect your website’s visitor ratio. These include the quality and relevance of your content, the user-friendliness of your website, your website’s visibility in search engine results, and the effectiveness of your online marketing efforts. Changes in these factors can lead to fluctuations in your visitor ratio.

How can I use my website’s visitor ratio to improve my business?

Your website’s visitor ratio can provide valuable insights into the effectiveness of your online presence. A high visitor ratio indicates that your website is engaging and that visitors are exploring your content. This can lead to increased sales, leads, or other desired outcomes. Conversely, a low visitor ratio may indicate areas for improvement, such as improving your website’s design or content.

How often should I check my website’s visitor ratio?

It’s a good practice to check your website’s visitor ratio regularly. This can help you monitor the effectiveness of your website and identify any trends or changes in visitor behavior. However, the frequency can depend on your specific business needs. Some businesses may find it beneficial to check their visitor ratio daily, while others may only need to check it weekly or monthly.

Can a high visitor ratio guarantee business success?

While a high visitor ratio can indicate that your website is effectively engaging visitors, it does not necessarily guarantee business success. Other factors, such as the quality of your products or services, your customer service, and your overall business strategy, also play crucial roles in your business success.

How does website traffic affect visitor ratio?

Website traffic and visitor ratio are closely related. The more traffic your website receives, the higher your potential visitor ratio. However, it’s important to focus not just on increasing traffic, but also on attracting the right kind of traffic. This means attracting visitors who are likely to be interested in your content and to engage with your website.

What is the difference between unique visitors and visitor ratio?

Unique visitors refers to the number of distinct individuals who visit your website during a specific period, regardless of how many times they visit. On the other hand, visitor ratio refers to the proportion of visitors who engage with multiple pages on your website, indicating a higher level of engagement.

How can I improve my website’s visibility to increase visitor ratio?

Improving your website’s visibility can help attract more visitors, potentially increasing your visitor ratio. This can be achieved through various strategies, including search engine optimization (SEO), online advertising, social media marketing, and content marketing. These strategies can help your website appear in more search engine results, attract more visitors, and encourage them to engage with your content.

Bob McElwainBob McElwain
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