Conversion Rate: What Is a Conversion Rate?

Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you're offering, and they're easily able to get it!

Google RankBrain average conversion rates

What's a good conversion rate?

Conversion rates vary widely by industry and business model. To get a quick sense of where you stand, enter your conversion rate and industry into the benchmarking tool below and find out if your conversion rate is higher or lower than average:

How did you do?

How to improve your conversion rate

Raising your conversion rate means that more of your site traffic converts to meaningful actions that grow your business, whether that means filling out a form to become a lead (for example, requesting a quote for a repair service) or making a purchase.

A low conversion rate could point to either of these problems:

  • Your site and landing page design is making it difficult or inefficient to complete tasks
  • Your offer is off base (too expensive or not valuable enough to your audience)

Let's talk about how to fix both of these problems.

First, consider your offer

The absolute best way to improve your conversion rate is to change your offer. If what you're offering is truly irresistable, more people who visit your site will want to get it.

ppc performance tool

For example, WordStream was able to raise conversion rates significantly by creating the free AdWords Performance Grader, a tool that delivers a complete AdWords audit instantly. There's so much value, people can't help but convert.

Second, optimize your site for conversions

Once you're sure that your offer is right for your audience, you can make incremental improvements to your conversion rate by optimizing your site. Below are some basic conversion rate optimization tips:

  • A/B test different elements on your page to see which variation drives more conversions
  • Make sure your headline clearly communicates your value proposition
  • Try enlarging the site of your button or using a high-contrast color
AB testing tips calls-to-action buttons
ad extensions ctr/cvr chart
  • Make it easy for potential customers to reach you via chat or phone

For more help, check out these additional resources: