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What is website conversion and how to improve it?

Have you ever come across a website that doesn’t meet your expectations? The visual design may look odd, making it harder to find what you’re looking for, or the content may not be compelling enough to grab your attention. As a result, all of these factors can have a decisive impact on your website’s conversion rate.

From investors to marketers to product managers to founders, everyone who runs a business website shares a common desire. These are conversions based on each goal.

What is Website Conversion?

Basically, a website conversion occurs when a visitor arrives on your website and completes a desired task or goal. Goals may vary depending on the purpose and type of website and business. Suppose you sell a product online, and selling your product could be a conversion goal, and email newsletter sign-ups could be a conversion goal for others.


Website actions that can be counted as conversions include:

➢  Product purchase
➢  Sign up for service
➢  Subscribe to our newsletter
➢  Share content on social media
➢  Click a specific CTA button
➢  Fill out the form
➢  Adopt new features
➢  Download apps
The percentage of people who complete a predetermined action is called your conversion rate. Suppose 100 people visit your website and 2 make a purchase. That would give you a conversion rate of 2%.

What is a good conversion rate?

Conversion rate is considered an important indicator of website popularity that ensures business growth. What you might think of as a good or bad conversion rate doesn’t apply to every business industry. There is no magic number that depends on numerous factors such as industry, sales cycle, service or product, cost, and more. However, the most common conversion rate is usually 2-5%.

After analyzing huge amounts of data on landing pages and conversion rates, the average website conversion rate is around 2.35% and the highest conversion rate can be as high as 5.31% or more. However, that number can vary widely by industry.

The importance of website optimization in driving conversions

Website optimization is a set of actions that work to improve website performance in many areas, from web traffic to conversion rates to usability. There are many benefits to be gained from all the ways you can optimize your website.

Optimizing the quality of your website content makes it easier for people to discover your content organically. Additionally, increased traffic increases your chances of converting prospects into customers.

Go to Website Optimization and you’ll have a great website experience. Page load speed is a fundamental step in website optimization. Short load times are very important to keep potential customers on your website. You need to keep page load times as efficient as possible.

When optimizing your website, it evaluates its speed and performance and gives you metrics to display your webpages through testing. Orientation then speeds up page load times by compressing the size of bulky media files and other elements. Website optimization also ensures a lightweight, responsive, mobile-first design for your website.

After all, it’s not just a desktop website. Mobile websites should also be optimized as quickly as possible to maximize conversion rates. Bugs, errors or broken links can be easily detected and fixed. You can also make sure your website and content are optimized for search engines.

How does website performance affect conversion rates?

A website that lacks user-friendly navigation, has an outdated design, loads recently, looks unreliable, and doesn’t show its value to visitors will turn away visitors, regardless of their initial intention to make a purchase or proceed to checkout.

Undoubtedly, website performance has a measurable impact on conversion rates. Let’s take a closer look at some of the factors on websites that affect conversion rates.

Website speed

Website speed refers to how fast your browser can fully load a working web page. The faster a web page loads; the more likely users are to perform targeted actions on the web page. Nearly 70% of customers admit that page speed influences their willingness to buy products from online retailers.

A notable result is that a page that took 2.4 seconds to load had a conversion rate of 1.9%.

Increasing the loading time to 3.3 seconds slightly lowers the conversion rate to 1.5%.

Moreover, at 4.2 seconds the conversion rate was less than 1%.

And if the page load time was greater than 5.7 seconds, the conversion rate was 0.6%.

So here you can see that reducing page load times by one second can make a huge difference. A seemingly small increase in conversions will eventually have a huge impact on the revenue your site generates.


Website design

Website design is another important factor that affects the conversion rate of your website. A poorly designed website can easily break the user experience along with conversion potential. For example, websites with complex layouts, confusing navigation, and overly decorated and
unstructured web pages can easily minimize the chances of your visitors doing what you want them to do, negatively impacting conversion rates. Inconvenient shapes, fonts, colors or general aesthetics can also cause serious damage.

Website content

Your website’s content also plays an important role in driving conversions. Clear, concise, and persuasive copy can entice visitors to the desired action, while vague and confusing copy can quickly turn them away. Additionally, if your website copy doesn’t effectively communicate the values of your brand and product, your visitors’ conversion decisions will be negatively impacted.

Mobile responsiveness


It’s no secret that mobile searches today outnumber searches that occur on desktop devices. Whether you’re using a mobile, tablet, or desktop browser, you expect an optimal viewing experience on the websites you visit. However, the site is not mobile-friendly, making navigation more difficult. And this can lead to high bounce rates, which can be a major obstacle to securing conversions.

All of this shows the need for website optimization which determines the success of a website in terms of conversion rate. After all, your website’s content, design, and speed determine how likely your visitors are to convert. Because each of these factors has a huge impact on your conversion rate.

Overall, there are many areas of your website that you can optimize to drive more conversions, from SEO to website performance to mobile optimization to website accessibility. The benefits are not limited to increased conversion rates.