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Do conversion rates matter?

Such a question works against perceived wisdom, but let's make some considerations:

• Your conversion rate relies solely on set goals and visitors: If your conversions increase, then your conversion rate increases.

• Your conversion rate decreases if your visitors increase: If your conversions hold steady, but more people visit your site, then your rate falls. This is seen as a bad thing – even though you are making the same number of conversions as before.

• Eliminating low-quality traffic increases your rate: But what about the sales you have lost by eliminating that low-quality traffic?

• You can achieve higher conversion rates by using marketing models that emphasize repeat purchases: Does doing this enhance the growth of your business? Growing your business means engaging new customers. Should you forsake new customers in order to increase your conversion rates?

• Different calls to action affect conversion rates differently: The conversion rate to sign up for a newsletter is likely to be different than one for downloading a document, even if they are equally as valuable to the business.

• Some products are more popular than others: You can increase your rates by eliminating less popular products, but what about the money such products generate?

• Conversion rates are boosted by seasons, and special offers: Sudden market trends have a distinct influence on conversion rates.

• A “typical” conversion rate? There's no such thing: All businesses are unique when it comes to conversion rates. Your rates may tell you your business is failing when in fact it is doing fine – it depends upon which companies you are comparing yourself to. Does all this evidence point to conversion rates not being relevant?

Does all this evidence point to conversion rates not being relevant?

This article is not saying that you should forget about conversion rates – what it is saying is that what matters is how you interpret your conversion rates.

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