The conversion rate of most websites is generally very poor. Web site owners often only realise their sites are so bad when they look at improving the conversion and see what a difference it can make. But before we look at what your websites conversion rate should be, let us explore what it is and why it is so important.

Website visitors. This is just that. Each visitor to the website is counted as one no matter how many pages they visit
Conversion point. This is the point when a visitor converts. Or to put another way, turns into a conversion. So it could be when then buy something from an ecommerce site, or use a form and enter their details
Conversion rate. This is the visitors divided by the number of conversions and show as a percentage over a given time. So if you have a hundred visitors and two of them buy your product in one day you have a conversion rate of 2% (in that day).
So why is conversion rate so important? Because a few minutes or hours spent analysing and improving it can be the easiest way to increase you website bottom line profit. I’ve worked with sites where we’ve changed the colour of a button, or the position of a link and the conversion rate has gone up by 2 or 3 per cent. When you spend time on other parts of the site the overall rate should go up more.