Conversion Rate.
The conversion rate measures what percentage of your website visitors perform a desired action — e.g., filling out a form, purchasing a product, or calling. With 1,000 visitors and 30 inquiries, the conversion rate is 3%. Industry average for B2B: 1–3%.
Conversion Rate — Explained in Detail
The conversion rate (CR) measures what proportion of your website visitors perform a desired action ('conversion') — filling out a contact form, purchasing a product, calling a phone number, or signing up for a newsletter. Formula: Conversions ÷ Visitors × 100. With 1,000 visitors and 30 inquiries, the conversion rate is 3%. In the B2B sector, 1–3% is considered average, above 5% is very good.
Conversion Rate Optimization (CRO) is the systematic improvement of your website to convert more visitors into customers or leads — without spending more ad budget. CRO combines data analysis, A/B testing, UX research, and psychological principles. Typical measures: clear call-to-actions, reduced form fields, social proof (reviews, customer testimonials), trust signals (certificates, guarantees), and faster loading times.
The connection between loading time and conversion rate is well documented: one second of delay costs up to 7% conversion rate (Google/Deloitte study). For Google Ads: investing in ads without optimizing the conversion rate burns budget. Doubling the conversion rate effectively halves the cost per lead. CRO and web design quality are therefore inseparably linked.
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Google Ads Agency ZurichFrequently Asked Questions About Conversion Rate
That depends heavily on industry and conversion type. For B2B contact forms, 1–3% is considered average, 5%+ is very good. E-commerce shops typically have 1–4% (add-to-cart), with large differences depending on product category and brand. For Google Ads landing pages, you should aim for 5–15%, as traffic there has high purchase intent.
Proven CRO measures: 1) Simplify forms (fewer fields = more submissions). 2) Add social proof (customer reviews, logos of well-known clients). 3) Strengthen trust signals (SSL, guarantees, data privacy). 4) Improve loading time (every second costs conversions). 5) Test different call-to-action texts and colors via A/B testing.
Macro conversions are the main goal of your website — e.g., sending an inquiry, purchasing a product, or booking an appointment. Micro conversions are smaller steps toward that: subscribing to a newsletter, downloading a PDF, visiting the pricing page, or staying on the page for more than 2 minutes. Micro conversions help understand where users are in the buying process.
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