What’s Your Site’s Conversion Rate: How to Calculate It and How to Improve It

One of the best signs that tell you your website is good is the conversion rate. If you have been in the world of SEO long enough or even just a while, then you have probably heard of it. But for the sake of those who are still new to this, we have written down this very simple guide on conversion rate—what it is about and how to calculate it.


Understanding What a Conversion Rate Is

The basic foundation of understanding is the definition. So let us begin with that.


Conversion rate simply pertains to the percentage of visitors on your website or landing page that convert. By convert, we mean the things you aimed for them to do. This actually depends a lot on the kind of website you have, or if you are a business, what it is you do. So to give you a brief idea of how visitors convert, below is a list:


  • Purchasing
  • Submitting a form
  • Calling your business
  • Signing up
  • Registering
  • Downloading
  • Upgrading


Basically, all of these are ways of engaging with your website. So if they made an action, then they are converting. Conversion is a measurable action that a potential customer takes towards actually becoming a customer.


How to Calculate Conversion Rate

Now, let us head on to calculating it. Doing it is actually very easy. You just have to follow this formula:


Conversion rate = (conversions / total visitors) * 100%


You have to divide the number of conversions you get in a given time frame by the total number of people who visited your website or landing page. After that, multiply it by 100. That’s it.


However, that is just conversion part. Before that, you will have to identify the variables or date that you need for the formula. For this, you will need to implement website tracking. Here is how you can do it:


Begin by determining what you want to calculate. Is it for lead conversion or product sales?

Get the appropriate data from your website analytics program. You can actually sign up to Google analytics for this.

Once you have identified that, do the following formula according to the conversion you want to calculate.


Lead Generation

Number of Leads Collected / Total Traffic to Site x 100 = Conversion Rate



The formula for the sales is actually the one written above. So if you can simply follow that.


How to Improve Conversion Rates

There are a number of ways you can do to improve your conversion rates. Here are some of them:


  • Emphasize and focus on call to action buttons. Make sure that you are clear about what you want them to do. If you want them to purchase, then put up a sign that directs them to do it. Don’t lead them to a treasure hunt.
  • Improve landing pages by experimenting with layout, content, style, and functionality. Make sure that what you want to convey can be easily seen such as your value proposition and more.
  • Foster trust. Place some testimonials and make your services and products searchable.