marketing
Conversion Rate
Percentage of visitors who take a desired action.
Definition
Conversion rate is action completions divided by visitors, expressed as a percentage. Common conversion points: form submit, demo request, signup, purchase. For B2B service websites, 2-5% conversion to lead form is healthy. Below 1% suggests a broken funnel: wrong audience, weak offer, or friction in the form. Conversion rates compound - improving from 2% to 4% effectively halves your cost per lead.
In your business
- →Track per page AND per traffic source - sources have different intent quality
- →Test one variable at a time (headline, CTA, form length)
- →Don't chase more traffic if conversion is broken - fix the leak first