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The conversion rate is the percentage of users who actually make a purchase or make some desired action (for instance, subscribe to a newsletter) on their visit to a web site. |
| The business value of a e-commerce website is a product of two numbers: |
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Number of visitors x Conversion rate |
| This product shows that is logically equivalent to spend money to attract visitors (marketing policy) that spend money to increase the conversion rate. Until now many firms have spent much more money on advertising and thinking about their number of hits than they have spent on the usability of their websites. As a result, many of these sites fail to keep loyal users. |
| Considering that conversion rates typically run around only 1 to 2%, that is where we think is most important to act first. And it is much cheaper to increase the usability and redesign budget than the advertising budget. |
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Serious divertimento: You can estimate the value of improving the user experience on your website through the Creative Good Conversion Rate Calculator |
