How much should conversion grow?
My talk at Azerbaijan Marketing Summit 2026: aim at turning visitors into customers, not at more traffic.
- Event
- Azerbaijan Marketing Summit
- Year
- 2026
- Format
- Talk
- City
- Baku
The key example
The calculation I showed on stage is simple: even when traffic falls by a quarter, doubling conversion brings 50% more sales. That is why moving part of the ad budget from traffic to conversion often pays off more.
| Before | After | |
|---|---|---|
| Traffic | 1,000 | 750 |
| Conversion | 1% | 2% |
| Sales | 10 | 15 |
Fewer visitors, 50% more sales
Three key ideas
Grow sales, not traffic
Fewer but better-matched visitors can bring more sales. The first question in a report should be "how many bought", not "how many came".
Your own baseline, not a benchmark
There is no universal answer to "what is a normal conversion rate?". Build the target from your own past data and funnel steps.
Experiments do not end on the website
Tests in branches, till receipts and cameras are measurement sources too. Online and offline can be tested with one hypothesis.
This talk for your team
I can turn the talk into a 60-90 minute internal session on your data: your funnel, your numbers.