Before you start to think about search engine optimziation, I always recommend that the content and structure of a website is built with conversion elements. When it comes to conversion rates, they’re not all created equal. I have seen conversion rates for clients over the years as high as 15% and as low as 0%. It’s one thing to say that 2% is good, but it’s quite another to say that 2% is good for landing pages within such-and-such industry. In truth, 2% is not bad for conversion rates. If you can snag a 2% on any of your landing pages then you are doing pretty well. But what did you have to do to get to that?
If 2% is your starting point then you can probably do better. You should consider testing your landing page and using Website Optimizer to help you achieve the best mix of variables for your landing page. Obviously, 4% is a better conversion rate than 2% so if you can improve your conversion rate then that’s even better.
But another startling fact – startling if you’re new to online marketing, or marketing in general – is that conversion rates differ from industry to industry. What is considered good for one industry may only be mediocre for another. And there are several factors that influence conversion rate averages. It is important to have some idea of what is considered normal for your industry so that you can benchmark your own success against that of others in the same niche. One way you can do that is to ascribe goals for your landing pages within Google Analytics.
Conversion rate measurement is one important metric. You can’t change or influence what you don’t measure so keep an eye on your conversion rate and whatever it is when you start your measurements can probably be improved upon.