Lead Conversion Rate

Date created: May 26, 2019  •   Last updated: Feb 25, 2022

What is Lead Conversion Rate?

The Lead Conversion Rate is the percentage of visitors who come to your website and are captured as leads. This is one of the most important top-of-the-funnel conversion metrics. It’s an indicator of your ability to attract the right target audience and the efficiency at which your website is turns them into leads.

Alternate names: Visitor to Lead Ratio, Page Conversion Rate, Click to Lead Rate

Lead Conversion Rate Formula

ƒ Count(Leads) / Count(Visitors)

How to calculate Lead Conversion Rate

Let's say your website generates an average of 50,000 visitors each month. Of those, you capture a total of 2,000 leads. Lead Conversion Rate = 2,000 leads / 50,000 visitors = 4%

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What is a good Lead Conversion Rate benchmark?

Lead conversion rates vary by industry and device type, but a good lead conversion rate is about 2.4% globally for the average webpage. A lead gen landing page can have a lead conversion rate of around 4%.

Lead Conversion Rate benchmarks

Lead Conversion Rate by Device Type

Lead Conversion Rate by Device Type
Invesp, Feb 2018

Lead Conversion Rate by Page Type

Lead Conversion Rate by Page Type
Moz, Sep 2017

Lead Conversion Rate by Advertising Channel

Lead Conversion Rate by Advertising Channel
Moz, Sep 2017

Lead Conversion Rate by Industry

Lead Conversion Rate by Industry
WordStream, Mar 2014
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How to visualize Lead Conversion Rate?

When tracking your Lead Conversion Rate, it's best to view changes in your conversion rates over time with a line chart. You can also use a bar chart to segment your conversion rate data by lead source or advertising channel. Take a look at the sample charts for an idea of how to visualize your Lead Conversion Rate data.

Lead Conversion Rate visualization examples

Lead Conversion Rate

Bar Chart

Here's an example of how to visualize your Lead Conversion Rate data in a bar chart to observe segmented data..

Lead Conversion Rate

Line Chart

Here's an example of how to visualize your Lead Conversion Rate data in a line chart over time.
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Lead Conversion Rate

Bar Chart

Here's an example of how to visualize your Lead Conversion Rate data in a bar chart to observe segmented data..

More about Lead Conversion Rate

There are a variety of visitors coming to your website. Some might be following a link while researching a topic, others may have clicked on a targeted ad. Some are highly knowledgeable and ready to start a trial or download a PDF. Every customer type is valuable. Your site needs to guide all of them toward the right path.

Because you have many types of visitors at various stages of the buying cycle, you should have multiple lead-capture paths. For the user who is merely doing research, you can ask them to sign up for an educational newsletter. For the user who has returned to the website five times and is ready to take the plunge, you should put them on a fast-track path, by scheduling a call or starting a trial account.

Visitor to lead conversion rate is an important conversion metric that captures how effectively your website captures leads, regardless of the intent of the visit.

Segmentation of this metric is extremely important. For each group (cold, warm, and hot) you want to track the efficiency of your website to turn them into leads.

Website to Lead Conversion Rate is also critical to understanding paid advertising spend and determining ROI. Similarly, you may be using re-marketing campaigns to increase your Lead Conversion Rate and need to keep an eye on spend vs value.

Remember, it's not only content that entices your target user. Site performance has also been shown to impact website conversion rates. Almost 50% of users expect sites to load in less than 2 seconds. Consider that sites taking twice the time to load see conversion rate drop by 3X. Walmart discovered that, for every second of improvement in load time, conversions increased by 2%.

Keep in mind that quality is always paramount. It's easy to increase the number of leads your site generates, but it’s more important that you increase the number of quality leads that actually turn into won business.

Lead Conversion Rate Frequently Asked Questions

What is the average conversion rate for lead generation?

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The average Lead Conversion Rate for lead-gen webpages is usually around 4%. For context, the average webpage has a Lead Conversion Rate of around 2%.

Recommended resources related to Lead Conversion Rate

An in-depth study of lead conversion rates with a paid advertising focus.Cloudflare has found that page load time noticeably impacts conversion rate.