Conversion Rate
Conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.
Conversion rate is one of the most important metrics in digital marketing. It's calculated by dividing the number of conversions by the total number of visitors and multiplying by 100. If 1,000 people visit your website and 30 make a purchase, your conversion rate is 3%.
Different pages and campaigns may track different conversion types. Average conversion rates vary significantly by industry. E-commerce sites typically convert at 2-3%, while B2B lead generation pages might convert at 5-10%.
In practice
- An online retailer changed their "Buy Now" button from grey to orange and saw a 14% increase in conversion rate through a simple A/B test
- A SaaS company reduced their signup form from 7 fields to 3, increasing free trial signups by 35%
- A real estate agency added customer testimonials to their contact page and saw lead form submissions increase by 22%
- A law firm simplified their mobile contact form to just name and phone number, increasing mobile conversions by 45%
Not sure how this applies to you?
A senior engineer walks your site, your search presence and the way enquiries reach you, then writes down the three things worth fixing first. You keep the document either way.