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Tuesday, Jun. 21, 2005 at 1:57 pm

Does Google Enjoy 100% Conversion?

By Jeffrey Eisenberg
June 21st, 2005

Mark, a  friend of ours from down under posed the following question:

In thinking about sites with high conversion rates it occurred to me that Google must be a site with close to a 100% conversion rate.

It loads really fast, the call to action is clear, the invitation is in the hot zone of screen space, there’s no ambiguity about what the site is or what the user is suppossed to do next.

If the purpose of the site is to get people to search, then anyone who gets tot he home page and conducts a search is a successful conversion.

(Obviously I don’t know what Google’s actual stats are, but I would imagine the conversion rate is almost perfect.)

In fact Google really seem to be masters of the KISS (Keep it simple stupid) principle. (And that’s never easy.)

And I don’t think I’m being incredibly simplistic in singling out Google.

Google was not the first in the search engine space, but quickly became number one, and its soaring stock price is further proof of the success of its business.

To say: "Well obviously people go to Google to search." just proves my point as there are hundreds of search sites that people don’t go to, to the same degree.

Therefore I put it forward as a site with a 100% conversion rate.

Whaddya think?

I reponded:

Is the goal of the searcher to search or to find? If every search generated a click-through to what the searcher found relevant then I might agree with a 100% conversion rate.

I know that I have way oversimplified this but I’d love some feedback on the Google question and on whether you know of websites with 100% conversion.

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Comments (3)

  1. I wrote up a longer response in my blog, but basically I agreed that it’s a question of what a conversion really is in Google’s case, but that the entry page probably converts very well at getting a user to search.

    However, I think the fact that the Google page requires text entry, as well as selecting the correct button between two choices that users may fail in some cases at achieving their desired result. A page that simply has one link or one button to click may achieve a higher conversion rate, as long as abandonment isn’t a huge issue.

  2. Since Google is my home page, it doesn’t get 100% conversion from me. Because it’s not always where I want to be, and I might use a favorite or a link to get there.

    How about weather sites? Probably close to 100% on telling me the weather, but what of other conversion points or actions? Did I download their taskbar thingie? Did I subscribe to their email alert?

    Even Google has multiple channels of conversion. Did I click on a sponsored link? Did I sign up for an adwords account? Did I sign up to place Googleads on my site? Their conversaion rate might be infinitesimal when weighed against these metrics.

  3. The bottom line on Google’s conversion is getting to the point.

    The cursor focus goes to the search input, everything is crystal clear. That was a first.

    Web sites have eight seconds (if they are lucky) to get to the point about what they offer. Google still does that.

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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