Personalization Glossary

Conversion Rate


Internet marketers use conversion rates to measure how many website visitors perform a specific action. This could be completing a purchase, joining a mailing list, requesting more information, etc.

The rate is determined by dividing the number of desired completed actions by the number of visitors. If a website isn’t achieving the desired conversion rate, usually customer service is optimized. This usually involves solid analytics and smart personalization. For example, a customer who prefers to watch videos rather than read a blog would respond better to a 30-second video from the founder explaining the benefits of registered with the website than a long-winded article.

Website owners may also improve their conversion rates by carefully considering and adapting the customer experience in terms of ease of use and clear navigation. This means they can easily discern where to click next to find the desired information. For example, a “contact us” tab is a better place to list your email address than the “about us” tab, which is a less obvious choice.

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