As a digital marketer, it’s not uncommon to be asked the question, “What’s our website conversion rate?” However, providing a blended conversion rate for the entire website is not the most effective way to measure success. Instead, it’s important to understand the different traffic sources and how to measure them appropriately.
When asked about the website conversion rate, start by asking which traffic source the person is interested in learning more about. This can help you break down the traffic sources into more specific categories.
Here are some examples of different web traffic sources and how to measure them:
Demand Capture – Paid Search / Affiliates
This type of web traffic has a stronger buying intent, so it typically converts at around 10% on average. To measure success, focus on these metrics:
- Landing Page Conversion Rates
- Conversions to Opportunity
- Opportunity to Revenue
Demand Capture – Pricing Page / Demo Request
Similar to paid search and affiliates, this type of web traffic has a stronger buying intent. To measure success, focus on these metrics:
- Landing Page Conversion Rates
- Demo Requests
- Sales
Education / Exploratory – Main Website Pages
This type of traffic is not necessarily looking to buy anything right away. Instead, they may be exploring the website to learn more about the company and its offerings. To measure success, focus on these metrics:
- Assisted Conversions
- Chat Engagements
- Avg. Session Duration
- New Visitors vs. Returning
- Keyword Rankings
- Brand vs. Non-Brand Clicks
Education / Exploratory – Blog & Resources
Similar to main website pages, this type of traffic is looking for information rather than a direct purchase. To measure success, focus on these metrics:
- Avg. Time on Page
- Social Shares
- New vs. Returning Visitors
- Bounce Rate
By understanding the different web traffic sources and how to measure them appropriately, you can provide more accurate and meaningful insights to your team or clients. Don’t just focus on overall website conversion rates – instead, focus on the specific goals and expectations for each traffic source.
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