What is Conversion rate?

Conversion rate divides the number of people who did the thing by the number who had the chance. A landing page visited by a thousand people that produced fifty enquiries converts at 5%. It is measured at every stage of a funnel, and the stage being measured has to be stated or the number means nothing.

For local business landing pages, 3% to 10% is a typical range. Below about 2% the problem is usually the page rather than the traffic — slow loading, no obvious way to call, a form asking for too much, or a page that does not match what the ad promised. Above 10% is either an unusually well-matched offer or a definition of conversion that is counting something trivial.

It is the most leveraged number in most accounts because it multiplies everything else. Doubling a conversion rate from 3% to 6% halves your cost per lead without changing a single thing about the advertising, and it is almost always cheaper to fix a page than to buy twice the traffic.