Conversion rate is the percentage of visitors who take the desired action on your website (filling out a form, requesting a quote, making a purchase). The formula is simple: (number of conversions / number of visitors) x 100. The average varies by industry, but between 2% and 5% is considered good for most B2B websites.
To improve your conversion rate:
- Simplify forms: ask only for the essentials. Each extra field reduces conversions by 3-5%.
- Clear, visible CTAs: use specific copy ("Request a free assessment") instead of generic copy ("Submit").
- Social proof: testimonials, client logos, and results numbers build trust.
- Speed: each additional second of load time can reduce conversions by up to 7%.
- A/B testing: test variations of headline, CTA, layout, and colors to find out what works best.
In Google Analytics 4, set up conversion events for every important action. This lets you measure conversion rate by channel, by page, and by campaign, giving you the visibility to optimize where it matters most.