Recently I was reviewing the keyword specific conversion rate data of a consulting client of mine. I have been working with this client for a few months now, helping her improve the sales conversion rate of her website and we have had very good results, taking average conversion rates at her site from below 1% to just over 4.3%.

(Your sales conversion rate is simply the number of unique visitors your site receives vs. the number of sales you make. If you have 3 sales for every 100 visits your conversion rate is 3%.)

Now, one of the keys to improving conversion rates is to continually test and measure every detail of your website, marketing and traffic. While reviewing the data from one of her Google Adwords campaigns I stumbled across a few hard to explain results that perfectly illustrate the very large effect small differences can have on conversion rates.

The keyword