Conversion rate

Conversion rate expresses what percentage of visitors take the target action. It's calculated as conversions ÷ visits × 100.

Why it matters

Improving conversion rate lifts results without paying for more traffic. It's often a cheaper lever than scaling ad spend.

Real-world example

Tweaking the form and sharpening the CTA raises a landing page's conversion rate from 2% to 3%. At the same traffic, that's 50% more enquiries.