The average website might convert only around 2% of leads, with rates much lower in some industries.  

Even though the conversion rates are still such a low percentage of visitors, internet marketers are often still looking at data sets from 100% of visitors when evaluating web performance.

In other words, because 98% of visitors didn’t show themselves to be serious customers or convert, arguably 98% of the data they’re looking at is skewed and possibly incorrect.

Despite the platform’s huge active user base only 2% of social sharing takes place on Google+ and only 2% of people in the US don’t have internet access.

Another figure you might not be aware of is that the average website might convert only around two per cent of leads, with rates much lower in some industries.  

I realise 2% might look like a small number, but it’s 100% of customers that actually showed an interest in you, and what they can tell you is potentially gold.

Find out what those ‘good’ visitors did on your site and you’ll know what content motivates those types of people to do want to do business with you.

Improve and optimise that content (that you know those good visitors responded well to) and what that small sample of 2% tells you could actually look like seriously valuable information. It’s what we call the 2% rule – learning from the people that really want to do business, not just the site-seers.

So, critically, the key to all of this is identifying not necessarily what isn’t working but what is. A term my speech and language therapist wife calls ‘brief-focused-solution-therapy’, which is all about asking a positive question to get a positive answer. She thinks it’s far more productive, and annoyingly she’s right.

If we understand what works and we do more of it, or do it even better, that 2% could very easily increase by 50%, 100% or more.

Of course we need to understand any glaring problems so we shouldn’t completely ignore the 98% but the gems are to be found in the 2%.

Using a website visitor playback tool will allow you to follow a chosen customer’s experience by seeing exactly what they see, read and click, and miss.

If they didn’t follow the route you would have expected, or it’s not as smooth as you think it could be, this can highlight what to move or improve to better funnel them through to success. This gives you an understanding of how the 2% behave. 

But as well as seeing how visitors interact, it’s important to have an understanding of the content too. Valuing every page element is a method we use to find out how much influence each piece of content relative to others on a page had in contributing to a visitor converting.

It’s so you know what really packs the punch. Imagine the potential of knowing what your customer really care about, i.e. which headlines, subjects, content, images, calls-to-action, offers, benefits and features trigger action. It’s competitive advantage and easily extends to offside and offline activity too. 

However you cut and dice your audience, look for the positive before the negative. Getting into bed with the 2% will ensure you’re working with a wealth of information that the 98% can’t give you, and that alone could give you multiple increases that draw additional revenue and leads from one of your most valuable assets – your website.