Understanding Conversions (SEO 101)

Website management programs record every type of action a consumer makes on a website. The digital marketing world designates each action with its own acronym and relevance. There’s the click-through-rate (CTR), which describes how many people clicked on your link; the bounce rate, or how many people left the page immediately after clicking on your link; and the conversion rate, how many consumers become clients.


How To Measure Conversions

Due to the complexities of both the internet and human behaviors, measure the exact numbers of conversions can be difficult. This means your conversion rate will change depending on the parameters you set for recording conversions, but you can decide which actions count as conversions. According to a Moz.com article on Conversion Rate Optimization (CRO), there are two types of converting actions: macro-conversions and micro-conversions:

From Moz.com


Things to Keep In Mind

Every time a unique visit results in a conversion, the conversion rate goes up. This often doesn’t account for the few unique visits before a consumer makes before they convert into a client. They might not register as the same consumer If they clear their cookies or visit your site from a different device and account. Conversion rates are never 100% accurate, but if you optimize your ads and webpages with conversion actions they should give a good sense of how long it takes for consumers to become clients after visiting your page.


Increasing Conversions

So the consumer is on your webpage, now it’s up to your product and your content to make them into a customer. SEO and advertising can only go so far as to get them to your page, once they’re there, you have to convince them. This can be done with pleasing web design, easy access to converting actions (commenting on blogs, filling out surveys, signing up for newsletters, etc.), and providing quality content and products.

If you would like help in setting up any aspect of what is discussed here, contact Mockingbird Marketing. We set you up with everything your law firm needs for a website and a marketing campaign.