An image of a CONVERSION sign in colour

Websites are all about conversions, metrics and KPIs these days

Websites are all about conversions, metrics and KPIs these days

It is no longer about bringing as many people to the website as possible and keeping them as long as we can. It is about acquiring high quality traffic that we can engage with and turn into clients in a long-term perspective. This way we can avoid overspending on our marketing budget.

I had a chance to run a workshop for one of the corporate clients with a wide network of brick-and-mortar shops and some online presence.

Their managers were stuck to proven methods of doing business because it worked just great. They had a steady revenue flow from their sales people scattered throughout the country. For this reason, they didn’t have any pressure to push their digital activities.

It took me a while to show them that with thousands of visits to their website every day they miss an opportunity to generate additional leads and engage their clients. Even if it would mean inviting them to meetings (ROPO effect - Read Online Purchase Offline). They changed their focus and decided to move forward with their portfolio of websites when I showed them new possibilities and missing opportunities.

Websites are no longer about information

Websites are no longer just static information providers. They are communication platforms with a potential to generate more customers through online channels.

Spending money on websites was always treated as a cost. A kind of must-have business card on-line. In many cases organisations wanted to have a website with a lot of traffic so the marketing department can share their stats on a regular basis. It had to look good so our brand will be shown in a positive manner and the CEO will like it. And because we earn money somewhere else (stores, sales teams, tenders) the digital world doesn’t matter to our business so much. 

But even for traditional business websites and the digital portfolio of content platforms are no longer to be ignored for a simple reason - 60-80% of decision makers perform research on-line before meeting your sales people.

Roles of websites


Information - as a source of information websites were one-stop shops for a brand. 

  • Business on-line presence
  • Providing information about the company and it’s offer
  • Building basic brand awareness online

Conversion - with turning visitors into clients, the website became an online marketing hub with the most valuable conversion happening on it. 

  • Customer journey - playing active role in customer’s research online as a market expert 
  • User engagement - inviting clients to interact with a brand 
  • Generating leads - turning visitors into potential clients to provide sales team with leads
  • Sales support - we want our sales people to visits clients who have already read about us online
  • Central part of digital activities - a hub to other content platforms that are close and natural to our audience

It is not only about a website anymore

Omnichannel marketing reaches clients through their prefered content platforms and drives traffic to our website that plays a role of a communication hub. User engagement and content is more important than a place.

But still, whatever we do on-line as marketers we want potential clients to finally visit our website as we have the biggest control over dialogue with clients online there. It doesn’t change the fact that we will publish more content on Linkedin or Medium than on our website.

In the past our main tool was a website with offer pages. Today we have many places to publish our content:


  • Main corporate website
  • Product pages
  • Blogs
  • Wiki
  • Landing pages
  • Content materials: ebooks, reports, white-papers, video

Social media

  • Linkedin
  • Facebook
  • Instagram
  • YouTube
  • Vimeo


  • Articles


Digital transformation raises the importance of Marketing departments in organisations. They are no longer teams designing and printing leaflets, a kind of cost-draining area of business, as they used to be perceived in the past by many boards of directors.

Today Marketing departments with the knowledge and expertise in the area of digital field are strategic partners inside organisations.

Marketing Directors and Chief Marketing Officers manage digital projects inside companies, while it used to be the role of IT Directors. IT plays a supportive role to marketing to help them deliver results that are expected from them.

Talking about results - measuring effectiveness has changed a lot during the last few years.

It is no longer about bringing as many people to the website as possible and keeping them as long as we can. It is about acquiring high quality traffic that we can engage with and turn into clients in a long-term perspective. This way we can avoid overspending on our marketing budget.

Measuring efficiency

TRAFFIC - activities on site
CONVERSIONS - engagement, leads, clients

Using Google Analytics or any other web analytics platforms to provide basic statistics regarding traffic on websites.

  • Visits
  • Impressions
  • Bounce rates
  • Pages per visit
  • Visit duration / Time on site
  • New vs returning visitors
  • Source of visits
  • Top pages viewed

Connecting various analytics tools with internal systems to track conversions to money spent and assess quality of incoming traffic.

  • Traffic quality
  • Conversion types: Subscriptions to newsletters Forms filled Offer requests Content downloaded (ebooks, white papers, reports) Videos watched (including duration) Purchase
  • Conversion rate
  • Cost per conversion

Conversion on your website occurs when a visitor completes a desired action. So if you drive 1 000 visitors from your email campaign to your website and 50 people download an ebook you promoted then you have a 5% conversion rate.

E-mail campaign cost $100
Visitors to the site 1000
Ebooks downloaded (conversions) 50
Conversion rate (conversions/visitors) 5%
Cost per conversion (campaign costs/conversions) $2


With powerful websites as hubs of digital marketing activities, more and more strategic KPIs of organisations cascade down to marketing departments (increasing sales, improving brand awareness, sharing content & engaging clients). As sales & revenue targets have the highest priorities for business, digital is here to support these goals through activities that have direct or indirect effect on them.

The best players on the market had figured a way to maximise synergy of both Sales and Marketing departments working shoulder to shoulder to achieve revenue goals. It is a must in the digital transformation age.

We can have KPIs, like:

  • Provide sales team with 100 leads a month for Product A
  • Drive 20% of quality traffic of decision makers from organisations with 1000+ employees
  • Engage 12% of undecided clients through content marketing (lead nurturing)
  • Provide clients that purchased Product A with information regarding Product B
  • Increase newsletter database to 20 000 subscribers
  • Send 100 000 emails a month with Click Through Rate to our websites on at least 5% level

And with advanced web analytics tools you can calculate Return on Investment (ROI) - you just need to have a close cooperation with your sales team to make sure they provide you with feedback regarding which activities impacted closed deals. You compare it with your campaigns’ spending and can track efficiency of your activities.

So let’s say you run a social media campaign that brought traffic to your website that resulted in 100 leads to your business and 14 ended up with a purchase. Company made a $3000 profit in a short-term and $12 000 in a long-term perspective and you spent $10 000 on the campaign. Then your ROI is 120%. As we are aware digital marketing focuses on a long-term ROI and Customer Lifetime Value (CLV) as marketing activities are expensive in the short term.

5 checkpoints for your website

Here is a to do list for your organisation:

  1. What websites metrics and conversions do you currently measure and what you should start taking into consideration?
  2. Are your analytics tools good enough to measure what you need?
  3. What types of user engagement on your website fit your business - forms, content, newsletter?
  4. What are KPIs for your business that you can assign to your website?
  5. What change, from the above list, can you implement in the next 5 days?

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Paul Montwill

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Digital Strategy Director

Tell me about your digital challenges and I will propose solutions, schedules and cost estimates.