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What is a website conversion?

You might have the most beautiful website, but if your visitors are just browsing, and not buying, that means you need to work on conversion. A website conversion is the most important factor in the success of your website. Goals must be established in order to measure success. Do you want visitors to buy a product, download an e-book, or sign up for a newsletter? Once your goals are established, you can begin measuring your site.

How is conversion measured?

The formula is Purchases/Website Traffic X 100 = Conversion rate for that goal. You can use Google Analytics to set your goals for the specifics, such as leads captured, or purchases, and then measure those compared to the traffic coming into the site. For example, if you have 100,000 visitors and 1000 purchases, then your website conversion rate is 1%.

What is your industry standard?

There are many factors that go into calculating the conversion rate. Some of the factors are Product type, Product cost or average order value, Traffic source Device (mobile, tablet or PC), Platform (Windows, Mac, iOS, Android, etc.), and Location. An article published by, lays out rates in various different industries, with Electronics, Business Services, Software and Video Games among the highest. has data broken down by industry, device, store size, etc.

According to, the answer to this question can differ depending on your industry, but here are some good general numbers. Visitor-to-lead conversion rates for Business-To-Consumer websites for necessary items that we all need tend to exceed 15%, while for non-necessary items tend to be around 1-4.5%. Business-To-Business services companies can expect visitor-to-lead conversion rates between 5-8%.

How can I improve my website conversion?

According to, shopping cart abandonment is caused by bad website performance, (too slow) among other things. To solve this problem, Zobrist Consulting has introduced Mobiecom, a high-performance mobile-first e-commerce storefront for IBM Digital Commerce. It is a Single Page Application and is super-fast on mobile devices. Mobiecom turns window shoppers into customers as it removes barriers preventing consumers from viewing shopping sites, buying products and checking out, therefore improving conversion rate with enhanced performance and simplified checkout, especially for mobile shoppers.

For more help in calculating your website conversion rate and improving performance, contact us at