PIPELINEGlossary · Web and technology
What is a Conversion?
A conversion is a predefined, desired action by a visitor — a submitted inquiry form, a call, a booking, a purchase. The conversion rate is the proportion of visitors who perform this action.
01 — Context
Conversion in Detail
What's crucial is that the action is defined in advance. Without this definition, you can neither say whether a website is working nor whether a change has improved anything — you're then comparing visitor numbers, which say little on their own.
Typical values vary greatly depending on industry and traffic source. What's meaningful is therefore not the comparison with external numbers, but with your own baseline.
02 — Practice
What this means for small businesses
In small businesses, the most common unmeasured conversion is the phone call. If you only count forms, you often overlook the majority of actual inquiries.
03 — Questions
Frequently asked questions
When is a conversion rate good?
There's no universal answer. What makes sense is to know your own value and improve it, rather than comparing industry averages.
How do you measure calls?
Through a separately tracked phone number or through clicks on the phone number on mobile. Both can be set up without much effort.
04 — Continue
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