Landing Page Conversion Rate: How to Calculate and Interpret It

Conversion rate is the percentage of relevant visitors who complete the page's defined goal.

Formula

Conversion rate = conversions ÷ eligible visitors × 100. Define both numerator and denominator consistently.

Segment before concluding

Traffic source, device, geography, campaign and audience can produce very different rates. An overall average can hide useful patterns.

There is no universal good rate

What counts as strong depends on the offer, traffic quality, action difficulty and economics. Compare against your own historical baseline and business outcome.

Optimize the economics

A lower conversion rate can still be better if the leads are more qualified or the customers are more valuable. Do not optimize a percentage in isolation.