Glossary
Conversion Rate
Conversion rate is the percentage of people who take the action you want, such as filling in a form, booking or buying, out of everyone who had the chance.
Formula
Conversion rate = conversions ÷ visitors (or clicks) × 100
Example
If 1,000 people visit a booking page and 60 book, the page converts at 6%.
How to read it
Always ask 'conversion to what?' A page can convert well to form fills and poorly to bookings.
Why it matters
Small improvements in conversion rate lower the cost of every customer, without spending more on ads.
Common mistakes
- Measuring only the first step (form fills) and not the later ones (bookings, sales).
- Changing too many things at once, so you can't tell what helped.
- Sending ad traffic to a general homepage instead of a focused page.
How to improve Conversion rate
- Send ad traffic to a page built for that one offer.
- Cut form fields to what you actually need.
- Add proof near the button: reviews, results, a short testimonial.
- Test one change at a time so you know what worked.
Related: Funnels in CTRL Track
Related terms
Click-Through Rate (CTR)Click-through rate, or CTR, is the percentage of people who click your ad after seeing it.Cost Per Acquisition (CPA)Cost per acquisition, or CPA, is how much you spend on ads to get one conversion, such as a booking or a sale.Lead GenerationLead generation is the process of attracting people who are interested in what you sell and capturing their contact details so you can follow up.