# What Does 1% Conversion Really Mean?

A lot of people just starting out think that 1% conversion means that if they
have a list of 100 people and send an email to them, they should make 1 sale.

Well, yes and no.

For one thing, conversion rates are based on averages and averages are not

You may have a 1% conversion for your product over the course of a year
but you may have one mailing that converts at 3% while another one
converts at a 0.5%. Not every mailing is going to be the same results.

Not every day is going to be the same results.

I track one campaign now for over 5 years, and my overall conversion
rates is one sale for every 45.54 clicks, which is a little better than 2%.

And yet, I have gone as many as 500 clicks for that campaign without
getting ONE sale. And then I have days where I get 3 sales in 50 clicks.

So please don't think that 1% means 1% everyday. It doesn't.
•  Originally Posted by Steven Wagenheim A lot of people just starting out think that 1% conversion means that if they have a list of 100 people and send an email to them, they should make 1 sale. Well, yes and no. For one thing, conversion rates are based on averages and averages are not steady over time. You may have a 1% conversion for your product over the course of a year but you may have one mailing that converts at 3% while another one converts at a 0.5%. Not every mailing is going to be the same results. Not every day is going to be the same results. I track one campaign now for over 5 years, and my overall conversion rates is one sale for every 45.54 clicks, which is a little better than 2%. And yet, I have gone as many as 500 clicks for that campaign without getting ONE sale. And then I have days where I get 3 sales in 50 clicks. So please don't think that 1% means 1% everyday. It doesn't.

Good points, Steve -

In my experience, some people who don't have a clue how to really compute accurate metrics do it all wrong, therefore publicizing erroneous figures many times, too...
• People confuse and comingle traffic metrics and sales metrics.
• To one person, 'exposures' means one thing and to another person something else.
• Some people like to compute metrics based on 'visitors' because it makes their numbers look better [it's based on a smaller population sample.]
Any way - this is not a dissertation on metrics, with which I am extremely familiar. Just making a point that people usually use the numbers in their metrics that make the outcome the most favorable for themselves.

Many times this number has little or nothing to do with any real facts.

Chip Tarver
•  Originally Posted by Steven Wagenheim A lot of people just starting out think that 1% conversion means that if they have a list of 100 people and send an email to them, they should make 1 sale.
No- that would require everyone on the list to open the email and click the link, which is not going to happen.

You need to know how many saw the offer to calculate conversion.
•  Originally Posted by Jelasco No- that would require everyone on the list to open the email and click the link, which is not going to happen. You need to know how many saw the offer to calculate conversion.
In that case you calculate the conversion based on the click?

For example:

a list of 100 subscribers, 10 click the link, 1 person buy => conversion = 10%

Is it what you mean Jelasco?

Patrice
• Good post Steve. You always tell it like it is and provide this forum with real life stats.

and Jelasco very important point you mentioned here. I think this is where most newbies get confused, because %'s based on what you have just said, that can inflate the conversion figure and then newbies go ahead and think they will get a conversation rate of 10-20% when half their list isn't even opening their emails...

 Originally Posted by Jelasco No- that would require everyone on the list to open the email and click the link, which is not going to happen. You need to know how many saw the offer to calculate conversion.

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