Kara Stanford
Strategic Marketing Consultant with over 25 years of experience.
CEO & Founder of The Marketing Spaces.
Kara Stanford
Strategic Marketing Consultant with over 25 years of experience.
CEO & Founder of The Marketing Spaces.
Conversion rate is simply the percentage of people who take the action you want them to take. That could be booking a call, signing up for a course, buying a product — whatever “conversion” looks like for your organisation.
Getting more people to take that action doesn’t mean shouting louder or spending more on ads. It means making it easier for them to say yes.
So, why is conversion rate important?
Because without it, your marketing efforts are just… effort. A good conversion rate means your marketing is working. It’s not just reaching people — it’s moving them. It means your messaging, your offer, and your customer journey are aligned and doing their job.
Put simply: higher conversion = more impact, more income, more sustainability.
Ways to improve your conversion rate
This doesn’t need to be complicated. But it does need to be intentional. Here’s where to start:
1. Be crystal clear on the action you want people to take. If your call-to-action (CTA) is vague or buried under fluff, people won’t act. Make it obvious. One action. One clear next step.
2. Check your messaging. Does it speak to your audience’s needs, or does it talk about you? Great messaging shows people you get them — their challenges, motivations, and what they care about.
3. Make it easy. Reduce friction. If your booking form takes 10 clicks or your checkout is clunky, people will give up. Test the process yourself. Then ask someone else to try it.
4. Use social proof. Show that others have trusted you and benefitted. Reviews, testimonials, case studies — they build confidence.
5. Test and tweak. Small changes can make a big difference. Try different headlines, button text, or layouts. Look at your data. Learn what works.
Improving your conversion rate isn’t just about squeezing more out of your traffic. It’s about respecting your audience’s time and attention. It’s about being clear, helpful, and focused.
And when you get it right? Everything in your marketing becomes more effective.
As a marketer, I get tired of hearing about brands that have 5k, 25k or even 500k followers on Instagram but not a single word about how their likes, follows and social media engagement translate into what really matters: CONVERSIONS!
These metrics don’t mean a thing if they don’t drive sales.
So, ignore the crap and focus on the most important thing – converting those people to engaged clients.
And if you are comparing your business to other organisations and brands, make sure that you’re doing a like for like.
What do I mean? Watch these videos to find out.
Conversion – the metric that matters
00:00 – Intro
00:43 – How many people are ‘Adopting’?
Practical advice on how to improve your conversion rate
00:00 – Intro
00:52 – 1. Identify where the real problem is
03:05 – 2. Identify where you can make a difference
06:13 – 3. Look at what is happening
08:04 – 4. How can you improve that ratio?
09:53 – 5. Keep at it
