Every business should have conversion goals for its website visitors. An example of a conversion goal could be filling out a form, calling the company, scheduling a consultation, registering for a newsletter, or making a purchase. A conversion rate is the percentage of visitors on your website that fulfill one of the desired goals. For a foundation repair company, it could be the percent of visitors that schedule an estimate. For an orthodontist, it could be the total number of calls generated from their website. For an e-commerce site, it could be the percent of visitors that make a purchase. A business can have multiple conversion goals, but usually, they have a primary goal that takes precedence.
Conversions come in two different forms. There are macro-conversions and micro-conversions. A micro conversion is a small goal that sets the customers on the path to reach the end goal. If signing up for a discount offer on a pest control website is a micro-conversion, then the act of calling to purchase services is the macro-conversion. Depending on the type of industry, the industry average conversion rate differs massively. But what remains constant is the fact that everyone wants a high conversion rate.