The conversion rate depends on where your funnel starts
Comparing conversion rates of online websites is more complex than just comparing the conversion rate numbers of the websites.
Typically B2B websites have conversion rates between 1.5 and 3.0 percent, however some website have conversion rates up to 7 percent (in 2007 before the financial crisis).
That is quite a difference.
Many factors have an influence n the conversion rate from SEO to website design.
However one of the most important factors is overlooked in many cases: where the funnel starts.
The start of the funnel is determined by how and why the visitor lands on the website and where did the visitor originate from with what kind of intention.
In many cases the funnel starts before your website.
Extended funnels
The funnel of a website gets extended by the sites previously visited by the visitor:
- The visitor has clicked on an online advertisement or banner
- The visitor has read a convincing blog post or editorial about your product or solution
- The visitor has investigated in a review of products
- The visitor has clicked on a link in your email from your campaign
- The visitor has seen a print advertising and has taken the effort look-up your website
- The visitor has followed the recommendation of a friend or colleague (word of mouth)
The funnel also gets extended by the intention of the visitor:
- The visitor was actively seeking for a solution you provide
- The visitor is already a customer
- The visitor is a customer of your competitor
Shorter funnels
A funnel should be shorter when the visitor accidentally lands on your website looking for something that is related to your business but not directly the services or products you offer.
In this case the visitor first needs to find and understand your offering and then get interested in them. If you take out this part of the website visit your conversion rate will be much higher as many will leave your website earlier (or even bounce).
Comparing conversions
When you compare conversion rates between different websites it is important to know how or why people actually landed on the website.
If there are many visitors coming from blog posts that promote your products or coming by advertising links, you should extend your funnel as these websites are part of your funnel.
This longer funnel will decrease your total conversion rate to the actual conversion taking into account all those visitors that have visited the other website, but haven’t clicked on the link provided.
On the other hand when most of your visitors accidentally land on your website, even if your conversion rate is low, it is quite an achievement to get any of these accidentally visitors converted into a lead, a sign-up for a free trial or becoming a customer.
These visitors first need to understand what your website is all about and then get interested to stay on your website in order to find out.
Only after having interest generated your funnels starts which can be several pages after landing on your website – or even on a next visit.
So don’t be disappointed if your conversion rate is low compared to some Internet stars with high conversion rates.
These typically have many blog posts or editorials preaching the benefits and advantages of their products or services, whereas your website has to attract and convert on its own.
What is your online conversion rate and where does your funnel start ?
More from LEADS Explorer
- What’s the purpose of your website ?
- How to catch the lost leads of your leaking funnel
- The tale of 2 websites: web analytics and conversion rates
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