Glossaire · Content

Conversion rate

The conversion rate is the percentage of visitors who complete the desired action on a page — purchase, quote request, sign-up — relative to the total number of visitors. It's the metric that measures a page's ability to turn attention into results.

The conversion rate is the percentage of visitors who complete a page's intended action — buy, request a quote, sign up, download — relative to the total number of visitors. You calculate it by dividing the number of conversions by the number of visitors, multiplied by one hundred. It's the metric that measures a page's ability to turn traffic into concrete results.

How to read the conversion rate

A low conversion rate isn't necessarily a traffic problem: it's often a page problem — a fuzzy promise, friction in the journey, a lack of proof. Improving it comes down to clarifying the offer, removing objections and smoothing the action. Qualified traffic, drawn in by content that answers the right intent, converts mechanically better than poorly targeted traffic.

A concrete example

A page gets 1,000 visitors and generates 30 quote requests: its conversion rate is 3%. By clarifying the headline and adding customer proof, you raise it to 4.5% — that's 45 requests for the same traffic. This is also what drives up the ROAS of campaigns pointing to that page.

Why it matters

The conversion rate connects visibility to revenue: without it, traffic is just a counter. Attracting the right traffic through SEO and GEO already lays the groundwork for better conversion. For qualified traffic that converts, see our SEO agency.

Key takeaway

Doubling traffic is expensive; improving the conversion rate works on the traffic you already pay for.

FAQ

Frequently asked questions

It depends on the sector, the offer and the intent of the traffic: a rate that looks good for e-commerce may be weak for a B2B booking page. The right benchmark is your own curve: is it trending up over time?

Go further