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The process of persuading a casual visitor to invest either time or money in your goods or services. Often given as a ratio of visitors to 'buyers'.
For example, if a search term gets 1000 searches per month, and after much hard work you have achieved the top position on page one, you could expect around 300 visitors per month from that keyword search. Conversion rates on e-commerce websites are typically around 5%, giving 15 orders per month from that keyword. For every 1% more visitors we convert that is another 3 orders per month, whereas increasing the click-through rate by 1% (from 30% to 31%) will only give us another o.5 orders per month.

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