Websites and leads
Conversion Rate
Conversion rate is the share of visitors who take a defined action, such as submitting a form or booking a call, calculated as actions divided by visitors. On an agent website it is the measurement connecting traffic to business, and it is the reason traffic alone is a poor measure of whether a site is working.
It should be read per page and per source rather than as one site-wide figure. Visitors arriving from a search for an agent behave differently from visitors arriving from a shared article, and averaging them hides both.
Small numbers deserve caution. On a site with forty visits a month, one extra form submission moves the rate by two and a half points, which is noise rather than improvement.
The most common cause of a low rate is not the form. It is a mismatch between what the visitor came for and what the page offers, which no amount of button colour testing will fix.
Why it matters
Doubling conversion rate is usually cheaper than doubling traffic, and it works on the visitors a site already has.
Related terms
Related reading
Last reviewed 2026-09-04. All Saige glossary terms.