How it is calculated
Conversion rate = conversions ÷ visitors × 100
Monthly value = conversions × value per conversion
Value of an improvement = visitors × (new rate − current rate) × value per conversion
For lead generation, the value of a conversion is the value of a lead: average customer value × the share of leads that become customers. A £1,500 job with one in five leads closing makes each lead worth £300.
The table shows relative improvements of 10%, 25% and 50% (e.g. 1.5% → 1.65%, 1.875%, 2.25%), which are realistic targets for focused work, plus your own target if you set one.
What is a good conversion rate?
There is no universal number. It depends on the action (a phone call versus a purchase), the price, the traffic source and the industry. Service sites often see 1–5% of visitors enquire; well-targeted landing pages for paid traffic can be much higher. Compare yourself with your own past performance and between pages, rather than chasing an industry average.
Where conversions are usually lost
- Mismatch with the ad or search: check with the Message Match Checker.
- Unclear offer or next step: test your button with the CTA Checker.
- Weak proof: reviews, results and guarantees near the point of action.
- Mobile friction: slow loading, tiny buttons, long forms.
Read why landing pages do not convert for a full diagnostic.