Website Conversion: 6 Ways to Force the Issue

3. Prioritize where you'll get your biggest scores once you determine your conversion sources. It's not ideal to look at overall conversion rates because they're very misleading. What's more, they don't tell you what to fix.

Say, for instance, your overall conversion rate is 4 percent and you have a catalog business. Is that good or bad? How many customers are ordering from your catalog pages? How many are finishing and converting? If you're sending a lot of offline consumers online to place orders, they should be converting a heck of a lot better than someone who doesn't know you from Adam.