Driving conversions is one of the most important things that your website can do to help you build your business. A conversion is an action that you want your site visitors to take, whether an online purchase, a download of a free whitepaper, or a contact to your business through email, phone or online form submission.
Therefore, it is critical to understand and clearly define the ideal conversion events on your website. When you create a website, your intended conversions should steer the direction of the development process. Over time, your website’s conversion performance should also guide the ongoing testing and refinement of your website.
Conversions and conversion rates (percentage of unique site visitors who take the intended action) are useful success metrics for your website, so that you have a direct mechanism for improving your website results.
Learn from Successful Websites
Understanding the importance of website conversions to your business, it would behoove you to learn from the best. With that in mind, the following is a list of some of the best-converting retail websites according to Nielsen Online, and some of the conversion-generation tactics they are implementing on their sites. (Note, although this list focuses on retailers, similar principles apply across most industries.)