Conversion Rate

Why It Matters

Conversion rate is the ultimate measure of SEO success - traffic means nothing without conversions. A 2% conversion rate means doubling traffic or doubling conversion rate both achieve the same revenue increase. Focusing on conversion rate often delivers faster ROI than chasing more traffic.

How It Works

Conversion rate tracks the percentage of visitors completing goals. It's calculated per traffic source, page, or campaign. Average e-commerce conversion is 2-3%, SaaS trials 3-5%, B2B leads 1-3%. Rate depends on traffic quality, page experience, offer clarity, and trust signals. Higher rates indicate better alignment between traffic intent and page offering.

Use Cases

• An e-commerce site tracks organic traffic conversion at 2.8% vs paid traffic at 1.2%, optimizing budget allocation
• A SaaS company monitors trial conversion rates by landing page, identifying which pages need optimization
• A service business tracks phone call conversions from organic local searches, measuring local SEO effectiveness

Best Practices

• Track conversion rate by traffic source to understand which channels deliver quality traffic
• Segment by device (mobile vs desktop) as conversion rates often differ significantly
• Set realistic benchmarks based on industry and traffic source (organic, paid, social, direct)
• Focus on micro-conversions (email sign-ups, content downloads) not just macro (purchases)
• Analyze conversion funnels to identify where users drop off before completing goals
• Test continuously - improving conversion rate from 2% to 3% = 50% revenue increase