Conversion rate
Conversions divided by visits. Twenty enquiries from a thousand visits is a 2% conversion rate.
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Conversions divided by visits. Twenty enquiries from a thousand visits is a 2% conversion rate.
This is the most useful single number on most small business websites, because it is the one you can change without spending more money. Doubling it has the same effect on enquiries as doubling your traffic, and is almost always cheaper.
It also changes what you can afford to pay for a click. At 1% conversion, a $6 click means $600 per enquiry. At 3% it means $200. The same campaign is either impossible or comfortable depending on a number that has nothing to do with the campaign.
| Site A | Site B | |
| Monthly ad spend | $2,000 | $2,000 |
| Cost per click | $6.00 | $6.00 |
| Clicks | 333 | 333 |
| Conversion rate | 1.0% | 3.0% |
| Enquiries | 3 | 10 |
| Cost per enquiry | $667 | $200 |
Same budget, same clicks, same cost per click. The only difference is the page they land on.
This comes up most often in Conversion Rate Optimisation. Finding and fixing the points where visitors leave — usually cheaper than buying more visitors.
A free consult is twenty minutes and there is no pitch deck at the end of it.