What is Conversion Rate?

Conversion rate is the percentage of visitors who complete a goal — filling in a form, calling, or purchasing — out of everyone who visited. If 100 people land on your page and 4 request a quote, that's a 4% conversion rate. It's one of the most important numbers in marketing because small improvements compound: doubling conversion rate halves your effective cost per lead across every channel. Good conversion rates vary by industry and traffic type, but for local service landing pages, 5–10% from qualified paid traffic is a reasonable target.