How do you measure how successful your app or website is?
If you’re like most businesses, you could be paying attention to the wrong number. That number is hits (or visits, or downloads, or whatever you choose).
Which website is more successful?
- One website gets 10,000 visits and sells 5 products.
- One website gets 100 visits and sells 10 products.
We would all like our website or app to have more visitors or downloads, but these numbers are meaningless to us financially without some type of conversion, and while that conversion does not necessarily need to be financial, businesses live and die on their ability to get more people to make a purchase or reach some type of goal.
Improving Conversion Rate is Key to Success and Cost Efficient
More hits and visits still matter. But for most businesses, a smart financial decision is to also invest in improving conversion rate, which is the percentage of visits that turn into a sale or reach a goal.
Why?
- Because an improved conversion rate means more sales/revenue.
- Because an improved conversion rate scales with more hits.
- Because an improved conversion rate means that you’re offering the user something of value.
That last point is especially important, and I want to expand on it here:
To improve your conversion rate, you’re by default improving the user experience in some way. Whether your product improves, or your app UI improves, or your sales pitch improves, etc. It doesn’t matter what it is – if your conversion rate goes up, it means that your user’s experience is probably improved, and that can mean long term benefits for you and your website as you establish yourself as the best website or app.
It’s true that content writing and SEO are primarily to drive traffic to the website. But it’s still important to pay attention to conversion rate. The more hits you get, the more you’ll want to see if there are ways to improve conversions as well, and possibly invest in additional conversion data analytics and monitoring to see how you can improve. Hits tell part of the story, but those hits are only as important as how well they convert.
