What is Conversion Rate?

Conversion rate is the number of people who completed a goal divided by the number of people who had the chance. If one hundred people visit your quote page and four submit the form, the conversion rate for that page is four percent.

It matters because it tells you how much value you get from your traffic. Doubling your visitors is expensive. Improving the share who take action can bring more customers from the same visitors and the same ad budget, which also lowers what each lead costs you.

There is no single good number, because rates vary by industry, traffic source and what counts as a conversion. Compare your own pages over time instead of comparing yourself to a headline figure. We set up tracking so you know the real rate for each page and campaign.