Measuring it
Conversion
A visitor doing the thing you wanted.
What is Conversion?
A conversion is a visitor doing the thing the website exists for: sending an enquiry, calling, booking, buying. The conversion rate is the share of visitors who do it. A website can double its visitors and earn nothing if the rate stays at zero.
What it means for a small service business
For a service business the conversion is the enquiry, and the website’s job is to make it easy at nine at night on a phone: a short form, a tap-to-call button, published prices so the buyer already knows roughly what to expect.
Does your business need to do anything about Conversion?
Count them, and count them as real enquiries received, never as clicks on a button.
See also
Act on it
The tools and guides that deal with Conversion on this website, then the free review if you want it looked at properly.
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