Conversion rate
Definition
The conversion rate is the share of your visitors who complete the expected action: contact request, quote, call, purchase. It is the number that says whether your website works.A thousand visitors a month are useless if none contacts you. The conversion rate measures the essential: out of a hundred visitors, how many take the action you expect? For a B2B showcase site, a contact request; for e-commerce, a purchase.
Orders of magnitude vary by sector, but a professional showcase site typically converts between 1 and 3% of its visitors into enquiries. The difference between 1% and 3% is three times more potential clients for the same traffic: improving conversion often pays better than chasing more visitors.
What makes people convert: a message that is clear within five seconds, a designed journey, verifiable social proof, visible and low-risk calls to action, and speed. We detailed these levers in the 5 principles of results-driven design.
You still have to measure: without tracking forms, phone and email clicks, you steer blind. That is conversion tracking, included as standard in our projects. "Built to convert" is not our tagline by accident: see our offers.
Calculate yours right now: the month's contact requests divided by the month's visitors. If you know neither, that is the first problem to fix.