What does it mean?

Conversion rate

The percentage of people who completed a desired action on a single web page, such as filling out a form. Pages with high conversion rates perform well, while pages with low conversion rates perform poorly.

Understanding Conversion Rate: A Guide for Sales Managers and Startups

As a sales manager or startup, you are likely familiar with the term conversion rate. It's a key metric that helps you understand how your website or landing pages perform. Put simply, it is the percentage of people who have completed a desired action on your website. Whether that be filling out a form, making a purchase, or signing up for a newsletter, the conversion rate is a metric that should not be overlooked. In this post, we'll dive into the nitty-gritty of conversion rates and explore how you can improve them.

What Is a Good Conversion Rate?

Before we jump into improving conversion rates, it's important to understand what a good conversion rate is. This can vary depending on your industry and the type of website you have. For example, e-commerce websites have lower conversion rates than B2B websites. The average conversion rate is around 2.35%; however, if your conversion rate is around 5-10%, you can consider yourself in a good place.

Factors That Impact Conversion Rate

Several factors can impact your conversion rate. These can include but are not limited to: website design, copy, offer, form placement, and your target audience. For instance, if you have a poorly designed website layout, customers are more likely to bounce before they complete a transaction, thus impacting your conversion rate negatively.

How Can You Improve Your Conversion Rate?

There are several tactics to improve your conversion rate. Firstly, focus on targeting the right audience. Focusing on the audience likely to convert makes you more likely to achieve the desired outcome. Secondly, optimize your website copy, particularly the headlines, and call-to-actions. Another tactic is offering social proof on your website, like customer testimonials and reviews. Finally, test and experiment with website elements, like form placement, pricing, and different variations of your website copy.

How Often Should You Measure Your Conversion Rate?

Conversion rate can fluctuate based on external factors like seasonality, new competitors, the economy, or industry changes. Measuring your conversion rate regularly is important to track changes over time. Most experts suggest measuring your conversion rate weekly or monthly; however, this can vary depending on the nature of your website or business.


Conversion rate is fundamental, particularly if you're selling products or services. Improving your conversion rate can directly impact your bottom line, and it's important to track and test ways to improve it regularly. Keep in mind that there is no one-size-fits-all approach when it comes to conversion rates. It requires ongoing work, constant experimentation, and a deep understanding of your customer's needs. By focusing on these key elements, you'll be better equipped to create a website that converts visitors into customers.