Most people tend to think of a conversion rate as the percentage of people that buy products from their ecommerce website, but it can also refer to various other things too. In this article we will explain why your conversion rates are so much more than an indication of how well your products are selling.Prospect of future salesYour website conversion rates could also account for the actions taken by users on your website which may result in future sales. For example you may have conversion rates for the percentage of people who visit your ecommerce website and sign up for your newsletter, create a wish list or order a product sample. These are indicators that users are interested in your company and have the intention of purchasing from you in the near future.Meeting your customers' needsConversion rates can also indicate to ecommerce business owners, whether or not their website is meeting the needs and requirements of their potential customers. If when looking at your analytic reports you see that people tend to drop off when it comes to checking out their basket, this may suggest that your check out process is too long and too complex. This can be reduced by using a one-step check out process. It may also be worth checking your page loading times as having to wait more than a second or two for a page to load can also be very off-putting for users.Quality of website trafficConversion rates will also tell you a lot about the quality of your website traffic. If you find that you get a lot of views to your website, but very little sales, this may indicate that you are not targeting the right people. This really says a lot about your SEO and marketing campaigns and suggests that you need to make changes so that you are targeting people who are going to be interested in buying products from your ecommerce website.Paying attention to your conversion rates, rather than just accepting them as an indication of your view to sale percentage, will enable you to improve your website which will lead to higher percentages in the future.
