Commonly we hear that a one or two percent CR (Conversion Ratio) is good. By this is meant that one or two visitors take desired action in accordance with site purpose. Perhaps they make a purchase, request further information, or download a file.
Such numbers mean different things to different people. Many sites would be dismayed by a CR of less than ten percent. Still others, particularly those selling high ticket items, may be quite content with a CR of 0.1%. What CR for your site ought to be, depends upon site purpose. For example, it's easier to generate leads than to sell product. Thus you would expect a better CR in lead generation than in selling.
CR And Newcomers
If you're new to Web or have only recently opened a site, you may not have enough visitors or sales to figure what your CR is or ought to be. The bottom line is that hits are hard to get, and task is far more difficult for a new or relatively new site.
So What Should Your CR Be?
As suggested, it is a function of site purpose. As an example, assume you have opened a site and are selling an ebook at $20 per copy. Further assume it's a dandy book with great content of interest to many. And one that over-delivers big time.
In theory, you should be able to generate one to two sales per 100 visitors (1% - 2% CR). In practice, it may be an unrealistic goal. The inconsistencies between groups of only 100 can mislead.
The Makings Of A Great Site
Let's assume you have taken a practical view toward your site. And that it is all working well. You have great content that even now is beginning to draw traffic. And you have other products, perhaps an affiliate program or two, besides ebook.
Given this model, hits on site do not relate directly to CR for your ebook. You need to look at hits on page which contains sales presentation of book. Then consider sales relative to this count.
To put this another way, it may require 1000 hits on your site to generate 100 hits on your sales presentation. If these hits bring two sales, your CR is 2%. However, relative to your site which received 1000 hits, ebook sales amount to only 0.2% on total hits.
1000 Hits? That's A Lot!
You bet it is. And if you're new to Web, you may not yet have received this many in total. Growing targeted traffic is most difficult task there is in doing business online. It takes time, a lot of learning, and above all, patience.
So What Can You Do Meanwhile?
Continuously examine all aspects of your site, with goal of directing more visitors down paths to sales.
* Does your content at least indirectly point to a path which leads to a sale? * Can sales presentations be improved?