Conversion rate is the percentage of visitors who take your desired action, such as an enquiry or purchase. People often ask what a “good” rate is. The honest answer: it depends.
How to calculate it
Conversion rate = conversions ÷ visitors × 100. Use our conversion rate calculator.
Why rates vary
- Traffic source: people searching your brand convert far more than cold ad traffic.
- Offer: a free consultation converts more than a ₹5 lakh purchase.
- Page type: focused landing pages usually convert more than home pages.
- Industry and price.
Rough ranges
Many websites see low single-digit percentages overall, while focused landing pages with strong offers can do considerably better. Treat any benchmark as a loose guide, not a target.
Better: compare with yourself
- Track your rate by page and source.
- Improve it month by month.
- Compare variations through testing.
Conversion rate is not everything
A page with a lower rate but higher-quality leads may be more valuable. Measure lead value with our lead value calculator.
Read how to increase conversion rate.
Want the full picture? This article is part of Landing pages: the complete guide, our in-depth guide with everything in one place.
