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Count Your Conversions

It all goes back to the goals you laid out in Chapter 5, “Identify Your Web Site's Goals.” Depending on what your goal is, you measure success in different ways. You might hear sales sites discussing how to monetize search—to convert your search results into its business impact in dollars. We look at each of the goals discussed in Chapter 5 and determine what visitor outcome you should measure for your business. We call these successful visitor outcomes conversions. After we take a close look at what conversions are, we explore which conversions make sense for each kind of business.

Conversion is a sales term that refers to converting prospects into customers, and you might often hear about a business raising its conversion rate, the ratio of “lookers” to “buyers.” For a Web sales business, you can think of the conversion rate as the number of visitors divided by the number of orders. Raising the sales conversion rate means that you book more sales with the same number of folks coming into the “store” (your Web site). Table 6-1 shows how to calculate your Web site's conversion rate.


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