Conversion Rate

As a Chief Marketing Officer (CMO), you know how important it is to convert website visitors into customers. What may not be consistently in use on a day-to-day basis is the use of conversion rates and how it affects your bottom line. Conversion rate (CR) is a metric that measures the percentage of visitors who take a desired action on your website, such as signing up for an email list or purchasing a product. Here's what CMOs need to know about conversion rate.

What is the conversion rate?

As mentioned earlier, conversion rate is a metric that measures the percentage of website visitors who complete a desired action. This metric is important because it helps CMOs evaluate their overall marketing strategy and determine where improvements can be made. The higher the conversion rate, the more successful your marketing efforts are in driving conversions.

How to calculate the conversion rate?

The formula for conversion rate is quite simple: divide the total number of conversions by the total number of visitors and multiply by 100. Here is an example: If your website has 500 visitors in a given month and 50 of those visitors make a purchase, your conversion rate is 10 %. Remember that this formula can also be used to calculate specific conversion rates at the page or product level.

How can you improve your conversion rate?

There are several tactics CMOs can use to improve the overall conversion rate of their website. For example, optimizing your website for mobile devices ensures that users on all platforms have access to a user-friendly interface designed specifically for their device type. This enhances the user experience and helps increase conversion rates among mobile users. In addition, marketers can use A/B testing to find out which versions of web pages are most effective at converting visitors; this gives you insight into what content resonates best with your target audience, and you can adjust it accordingly. Finally, by offering discounts or promotional codes, you can incentivize people to buy products on your site, attracting customers who otherwise wouldn't buy due to cost.

The central method of our SEO content strategy is the use of trust building blocks. The more trustworthy your company communicates, the higher the probability of a conversion. This method has been successfully used and continuously optimized in over 100 website relaunches, among others.


Conversion rate is an important metric for CMOs because it measures how successful their marketing efforts are in driving conversions from website visitors. By knowing how to calculate CR and using tactics like A/B testing, mobile optimization, and discounts, CMOs can improve their website's overall CR and grow their business in the long run. When CMOs understand these key concepts related to CR, they can develop effective strategies that drive customer engagement with their brand and ultimately lead to more revenue.

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