What is Conversion Rate in SEO?

Conversion rate is the frequency or number of times website visitors complete a site goal divided by the site traffic.  For instance, if a user converts into a customer by visiting the site and buying a product, one gets the conversion rate by dividing the number of times the user buys the product by the sessions (the number of times the user visits the site). 

There’s a difference between CRO and SEO. For the conversion rate optimization, it happens after the visitor makes it to one’s site. SEO focuses on the:

  • Users clicking through one’s website from the organic results 
  • Number of clicks the site gets 
  • Keywords driving the site traffic


Calculation of Conversion Rate 

The conversion rate is a ratio telling the business owner the percentage of visitors being converted on their site.

For instance, if 100,000 people visited a site in a month, and out of them 3,000 bought a product, then the conversion rate would be:


Similarly, if 10,000 prospects converted, the conversion rate would be 10%.

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the process of enhancing the website to maximize the number of prospective clients who take desired actions on the business website. Such actions include:

  • Signing up for the business newsletters
  • Making purchases
  • Subscribing to the site notifications and emails

As everyone might expect, the conversion here is the specific desired action the website would want its visitors to take.

Conversion is essential for various business niches like:

  • eCommerce sites – a conversion is the purchase of one of the site’s products.
  • blogs – the conversion here is signing up for the blogger’s email newsletters.
  • SaaS foundations – Then the conversion is signing up for the founder’s free trials and purchases.

The only thing that businesses using sites for customer acquisition need to know is that traffic generation is only half of the equation when it comes to business marketing. Other than bringing visitors to their websites, one also needs to keep those visitors there. And again, attracting them and retaining them on board isn’t enough, one also needs to convert them from interested prospects into clients or customers. The business website needs to move its relationship with customers forward to seal the deal. 

When the prospects turn into clients, there are questions one needs to answer, including:

  • Does it turn to be a one-time sale?
  • Do customers get bored with the website immediately after the first transaction is complete?
  • Does the website prove to be worthy of future transactions?

Once the customers complete their first transaction on the website, the owner needs to convert them into regular customers and or upsell them to the next offer. The site doesn’t close after meeting the immediate target. Those customers will still need the same products and services tomorrow and every other day. One needs to know excellent customer service is worth a recommendation. This means that after having an exceptional customer experience with the website, the client will definitely bring more prospects on board, and the same conversion cycle continues. With conversion rate optimization, one can get a significant opportunity to grow a business of any nature or size. 

Websites use CRO to target three categories of clients. They include:

  • Subscribers
  • Customers
  • Followers

Various categories of businesses using sites have significantly benefitted from Conversion Rate Optimization. Among the beneficiaries include:

  • Entrepreneurs
  • Founders
  • Marketers
  • Bloggers
  • Ecommerce stores
  • SaaS businesses
  • Non-profit organizations
  • Political campaigns

Many people consider CRO rocket science, but it’s not. In many ways, this business magic is common sense. One would need to actively think about what they’re doing and the best practices for this vital conversion.

Conversion Rate Optimization: Revenue Generation

When it comes to digital marketing, one can easily generate more revenue in two ways:

  • One can drive more traffic to their sites, aiming at increasing sales. Nimbus can help the business owner in establishing some relevant tail keywords to generate more traffic.
  • Improve the effectiveness of their site to boost sales with the same traffic amount the site is currently having.

Conversion rate optimization focuses more on the latter option.

With CRO, one evaluates the funnel of their website’s sales to identify ways for site improvement. This will, in turn, result in a higher percentage of prospects signing up for the owner’s product or service. Next, one comes up with the conversion hypothesis to test the CRO effectiveness on sale boosting. Then one creates a new web page or landing page version to test against the current page version. This will help in evaluating which among the two is better at convincing visitors to sign up to the site or purchase its products or services. This practice of creating two landing pages for the purpose to identify which one performs better at converting visitors into customers is commonly referred as A/B split testing. In the end, the site owner needs to implement the best web variation, which attracts more people to the site, convinces them to sign up, and persuades them to purchase what the site is selling. 

Here are three significant steps for an effective conversion:

  • Evaluation of the website’s sales funnels to establish the best ways for improvement
  • Creation of a hypothesis test, development of a new web page or landing page, and comparison of the old and the new versions
  • Implementation of the most effective page version for sales-boosting

CRO may come as a surprising strategy for many people, especially those who haven’t interacted with this science before. Both small and more significant changes to layout, copy, and design can have a considerable impact on the number of clients who sign up for one’s services or buy their product.  For instance, a change in a single word or button color in a call to action (CTA) button copy significantly increases qualified leads generated from one’s homepage by over 220%. A company can increase its click-through rate by 20% by using the red button instead of the green one.

Such results explain why conversion rate optimization can be so valuable to companies and businesses. Nobody should ignore even the smallest change in a website, for it can have a significant impact on the sales bottom line.

What is a Conversion?

The word “conversion” is a general term for visitors completing the goal of a site. A website goal comes in many sizes and shapes. To “convert” is to transform.   For instance, if one has a website selling products, the site’s goal is to have the user buying the products. This is known as macro-conversion. Some other conversions happen before a customer completes a macro-conversion. These conversions include: 

  • Signing up to receive emails
  • Allowing for pop up notifications

These two conversions, together with others, are examples of micro-conversions.

Other examples of conversions are:


  • Requesting a quote for services
  • Subscribing to a site service


  • Creating a user account
  • Adding products to a cart

5 Ways CRO benefits SEO

Although the conversion rate optimization doesn’t directly attract organic website traffic or high rank on the search engine results page, it has some distinct benefits for search engine optimization. The following are some of the benefits:

  • Better ROI
  • Improved clients’ insights
  • Perfect user experience
  • Enhanced trust
  • Better scalability

Better ROI

Achieving high conversion rates means more utilization of business resources. By studying on how to reap the most out of one’s acquisition efforts, it’s possible to get more conversions even without bringing in more customers to the site.

Improved clients’ insights

CRO can help the site owner understand their key audience and the best language to use while addressing the customers’ needs. It focuses on finding the right customers for one’s business. Getting a lot of people to the site is worthless if they’re not the right people for one’s product or service.

Perfect user experience

When users feel sophisticated and smart on a website, they’ll stick around. Nimbus helps businesses establish how to use conversion rate optimization and focus on finding what works best on one’s website.  By taking what perfectly works on it and making expansions, the owner can make a better user experience. Some users will feel empowered by a site, and they’ll, therefore, engage with it more. Some may even turn out to be evangelists for the product brand.

Enhanced trust

For users to share their email, credit card, or any other personal information, they must have a genuine trust for a site. This means that the business website is the first salesperson.  Similar to the internal sales team, one’s business site needs to be courteous, professional, and ready to answer all the questions of the customers. 

Better scalability

While one’s audience may not scale as the business grows, conversion rate optimization allows one to grow without depleting the resources and the prospective audience. Customers aren’t infinite. When one converts more browsers into customers, they’re able to grow their business without depleting the potential customers.

The key to successful optimization

For a proper optimization of conversion rate, one needs to understand some things. These include:

  • Where to optimize
  • What to optimize
  • Who to optimize for

This information acts as the cornerstone of effective and successful CRO tactics.

How to Get Started with Conversion Rate Optimization (CRO)?

Before starting on CRO, one needs to first prioritize through the PIE lens. The business owner needs to rank each of the CRO projects based on the following features:

  • Potential
  • Importance
  • Ease

With this framework, Nimbus helps one to answer various questions regarding all the optimization strategies. Such questions include the following:

  • What’s the overall improvement of the project?
  • What’s the value of the improvement?
  • What complications or difficulties will there be in carrying out the improvement?

After answering these questions, one will then need to integrate the best CRO practices. To get started with the CRO, one should do the following:

  • Use the three answers (formulas) to begin the CRO conversion
  • Leverage the PIE project framework to prioritize the strategy
  • Assign the CRO to someone

CRO Marketing Strategies to Try

If one is ready to take the initial steps towards conversion rate optimization, one should embrace the following strategies that can effectively work for most businesses:

  • Creation of text-based CTAs within blogger’s posts
  • Inclusion of lead flows in blogs
  • Run tests on the site’s landing pages


Creation of text-based CTAs within the blogger’s posts

It’s good to include a call-to-action in the blog post. This sometimes fails to convince the audience to take the desired action on the product or service, or even on the site itself. People are used to using banner-like information in the blog posts, and the audience skips this kind of information due to their accustomed banner blindness. Since this makes the audience never to read the information at the end of the post, creating an in-text CTA button within the post might serve as the best approach. 

Inclusion of lead flows in blogs

Essentially, lead flows are high conversion pop-ups designed to attract customers and offer value to them as they read through a blog. One can choose from pop-up boxes, drop-down banners, or slide-in boxes, depending on what the business site offers. 

Run tests on the site’s landing pages

A landing page is an essential part of the modern marketer’s toolkit. It’s where the site’s visitors become leads, and existing customers engage more with the product brand. This page plays a vital role in a business website, and one should run A/B tests to get maximum benefits from them.

When to focus on CRO vs. SEO

Both CRO and SEO go together, but they’re different.  While SEO focuses on driving traffic to a website, CRO concentrates on converting users and helping them take the desired actions.

CRO has the following features to help convert prospects into clients:

  • Focuses on how to set up a site for one’s existing traffic
  • Directs efforts on the optimization of the experience on the traffic already on a website
  • Is more cost-effective than SEO

Most people believe that the ultimate goal of SEO is conversions, but it’s not. Both SEO and CRO work closely with each other. A lasting SEO strategy requires conversion rate optimization (CRO) for effectiveness.

Conversion rate optimization isn’t a “be all, end all” marketing approach, but it’s also not an approach to put on a back-burner. One needs to integrate it with other strategies to enhance one’s marketing efforts. This’s easy if one chooses to work with an online company whose marketing plans aren’t complicated. To get quick customers, the business owner needs to:

  • Provide few but sufficient details about the business
  • Receive the initial customized plan
  • Pick a price that reflects the product’s value

Online marketers provide business sites with a variety of services. These services include:

  • Long-tail keyword research
  • Conversion tests
  • Tactical link building
  • Complete optimized on-page SEO
  • Competitive analysis
  • Weekly updates
What is the conversion rate?

The conversion rate means the percentage of users taking the desired action on a site that ues a CTA – Call to Action – button. A typical example of a conversion rate is the percentage of site visitors who subscribe to a service or buy a product.

What is a good conversion rate?

Conversion wisdom suggests that a good conversion rate ranges between 2% and 5%. Someone sitting at 2% needs to improve to 4%, which might sound like a massive jump. This means doubling one’s conversion rate.

What is the conversion rate in digital marketing?

One’s conversion rate in digital marketing is the percentage of visitors to their site who complete a desired site objective such as buying a product. A high conversion rate means a successful website marketing strategy. It means visitors like what the site is offering. 

How does one calculate the conversion rate?

To calculate the conversion rate, one needs to take the number of visitors who have taken the desired action, divide by total number of visitors, and multiply by 100. This’s typically known as click conversion.

What is a good organic search conversion rate?

A good organic search conversion rate should be around 16%.

How many leads make a sale?

Currently, 6,000 total raw leads are good enough to make a sale.

What is a conversion strategy?

A conversion strategy works to add value, create a good user experience, and turn website browsers into repeat customers.

What is the meaning of conversion?

It’s the process or act of changing from one state or form to another. In the case of CRO, it’s the process turning a site visitor into a client.