Conversion rate is the number of conversions (paying customers) from the number of visitors to your site. To increase the conversion rates, you have to focus on following things:
- Write compelling content on your site that is relevant to the keyword or search query
- Maintain a high degree of relevance between your ads and corresponding landing pages
- The webpage should easy registering process, signing up for a newsletter or making a purchase
- Check design of your landing page which should have right combination of color, layout and GUI to attract more customers
