Conversions vs clicks

There’s no guarantee that a page that ranks well will be a page that converts well.

While it’s true that a page that ranks in the top spot is more likely to attract more eyeballs, the number of people who convert on that page might be dismally low if they don’t find what they were hoping to after having clicked.

That’s why ads (at least some of them) can have such dismal conversion rates, despite having click through rates (or likes) that well above the norm.

And why the number of folks who finished your survey or form may be far lower than the total of those who were curious enough to begin.

Alas. When making a page, a thing, or a widget (or improving one) the question to ask is, what are we designing for? Traffic or conversions? Eyeballs or signups or wins?

Being thoughtful is the first step to a better outcome.