Conversion Rate

Conversion rate is the percentage of people who completed a desired action from a Call to Action (CTA) such as filling out a form, whether it is part of a digital marketing campaign or a page on the website. “Converted” leads are considered to be a higher quality with more interest and potential than someone who has merely looked at the information. Those conversions need to be nurtured further to turn into actual sales.

The goal of any campaign or marketing effort, even trade shows, is to get the highest conversion rate possible. Programs with high conversion rates are performing well, while programs with low conversion rates are performing poorly and must be restructured or abandoned for new ideas.