What are conversion metrics?

Conversion metrics measure how many visitors complete important actions on your website, such as filling out a form, calling your business, or making a purchase.

Why are conversions important?

Conversions show how effectively your website turns visitors into leads or customers. They help you understand what drives results and where improvements are needed.

What is a good conversion rate?

A good conversion rate varies by industry, but most small business websites aim for 2–5%. The key is improving your own baseline over time.

Understanding Conversion Metrics

Conversion metrics show how effectively your website turns visitors into leads or customers. These metrics help you understand what actions people take, what motivates them, and where your website may be losing potential business.

For small businesses, conversion metrics are some of the most important analytics to track because they directly impact revenue and growth.

What Counts as a Conversion?

A conversion is any action you want visitors to take. Common examples include:

Filling out a contact form
Calling your business
Booking an appointment
Signing up for a newsletter
Downloading a resource
Making a purchase

Key Conversion Metrics

1. Conversion Rate

The percentage of visitors who complete a desired action. This is one of the most important metrics for measuring website success.

2. Total Conversions

The total number of completed actions. This helps you track growth over time.

3. Cost per Conversion (if running ads)

How much you spend to generate one conversion. Lower costs mean more efficient marketing.

4. Assisted Conversions

Conversions influenced by multiple pages or channels. This helps you understand the full customer journey.

5. Conversion Value

The estimated revenue or impact of each conversion. This is especially useful for e‑commerce or lead‑based businesses.

Why Conversion Metrics Matter

Conversion metrics help you:

Measure the effectiveness of your website
Identify high‑performing pages
Spot friction points in your user journey
Improve your calls‑to‑action
Increase leads and sales

Learn more: How to Track Goals & Conversions

How to Improve Conversions

Use clear, compelling calls‑to‑action
Improve page load speed
Make forms shorter and easier to complete
Use trust signals like reviews and testimonials
Test different versions of key pages

Want to Improve Your Website’s Conversions?

I can help you analyze your conversion metrics and make improvements that increase leads and sales.

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