Conversion Rate
Conversion rate is the percentage of people who complete a desired action out of everyone who had the chance, calculated as conversions divided by total visitors or leads, multiplied by 100.
Why it matters
Conversion rate shows how well each step of a funnel turns attention into progress. B2B teams track it at many points: visitors to form fills, leads to MQLs, MQLs to SQLs, and opportunities to closed won deals. A drop at one step points to where messaging, targeting or follow-up needs work.
A conversion rate only means something when the action and the audience are defined. A page visited mostly by existing customers will convert differently from one reached by cold ad traffic. Comparing rates across channels or time periods works only when the definition of a conversion stays the same.
Example
A landing page for a free security checklist gets 2,000 visitors in a month and 160 of them download the checklist, a conversion rate of 8 percent. The team tests a shorter form, and the next month 2,000 visitors produce 220 downloads, or 11 percent.
Questions people ask
Is a 12% conversion rate good?
It depends on which action is being measured and who the visitors are. The same figure can be strong for cold paid traffic asked to book a demo and ordinary for existing customers downloading a guide. Compare it with the same step, channel and audience over time rather than with a general benchmark.
Turn the definition into a working system.
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