Website Conversion: 6 Ways to Force the Issue

2. Look at your conversion by source; then set reasonable expectations. Find out where your traffic is coming from. Companies that have all direct/no-referrer traffic will have very different conversion rates than companies with none.

Companies with big brand names (L.L.Bean or Lands' End, for example) are going to have very different conversion rates than a company like Bliss Living. Bliss Living does a lot of things right on its site, but this is a relatively new company that doesn't have a bunch of offline advertising (e.g., direct mail catalogs, solo mailers, TV and radio spots, space ads, etc.) to fuel sales.