Water is an excellent metaphor for what is happening on your website or landing pages. Every month there are hundreds of people visiting your website and landing page offers. They are navigating, scrolling, clicking, skimming, and scanning before they commit to thoroughly reading a page.
When I take my kids to the splash pad, they have a water table similar to the one pictured. If you push down a slot upstream, it can block the water flow to the lower levels.
The bottom level of the picture is like your new landing page. It could be fully optimized, but it isn’t getting a large enough traffic flow to benefit fully. Conversion rate optimization is taking a bird’s eye view and looking at the flow of traffic and behavior of your past and current site visitors. Once you have some data, you can hypothesize how to improve the conversion rate.
The conversion rate is the number of conversions (form submissions, pdf downloads, sales, video watches, etc.) divided by the total number of visitors.
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