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. To go from the rate to the return on investment, our calculator tells you how many clients it takes to pay a website back.
Frequently asked questions
Published averages vary too much across sectors to serve as a reliable reference. The right benchmark is your own: measure your current rate, improve page by page and compare yourself to yourself, month after month.
In order of impact: clarify the first screen (who you serve, what to do next), shorten the forms, add a dated and named proof, make the call to action visible on every page. Four afternoon-sized projects.