You get visits to your website, but few end up buying. That is where the conversion rate comes in: the percentage of people who do what you want them to do. Improving it is one of the most profitable ways to sell more, because you make the most of the traffic you already have. In this guide you will see what the conversion rate is, how to calculate it and the CRO techniques to raise it.
You get visits to your website, but few end up buying or leaving their details. That is where the conversion rate comes in: the percentage of people who do what you want them to do. Improving it is one of the most profitable ways to sell more, because you make the most of the traffic you already have without spending a penny more. In this guide you will see what the conversion rate is, how to calculate it, what counts as a good figure and the CRO techniques to raise it.
The conversion rate is the percentage of visitors who complete a specific action: buying, filling in a form, subscribing or requesting a quote. It is the most direct way to measure whether your website, your shop or your campaign is working. A website can have plenty of visits and still sell little; what makes the difference is how many of those visits convert.
A conversion is not always a sale. It can be a lead, a call, a download or a sign-up. What matters is defining clearly which action counts as a conversion in your business and measuring it.
The formula is simple: divide the conversions by the total number of visits and multiply by one hundred. If 1,000 people visit your website in a month and 20 buy, your conversion rate is 2%. That number, measured consistently, tells you whether every change you make improves or worsens the results.
Raising the conversion rate multiplies your results without touching your traffic budget. If you go from 2% to 3% with the same visits, you sell 50% more. That is why it is one of the highest-return investments in marketing:
The honest answer is: it depends. It varies a lot by sector, channel and type of conversion. An online shop usually moves between 1% and 3%; a services page that captures leads can be well above that. Instead of obsessing over the sector average, compete against your own number: measure your current conversion rate and work to beat it month after month.
Big and small conversions live together on your website. The main conversion is the sale or lead you are after; before that there are intermediate steps, the micro conversions, such as subscribing to the newsletter, watching a video or adding something to the cart. Measuring those steps too tells you where you win or lose the customer long before the purchase. When your final conversion rate is low, the problem is usually in one of those intermediate micro conversions, and that is where it pays to look first.
Improving conversion systematically has a name: CRO, conversion rate optimisation. It is not about guessing, but about removing friction and measuring. These are the levers that move the needle the most:
And do not look only at the page: review the whole journey. Each stage of your sales funnel has its own conversion, and the biggest improvement is usually at the point where most people drop off.
Before adding things, remove the ones that subtract. These mistakes carry off the most sales:
At Magnes Factory we do not change things for the sake of it: we optimise with method and with data. Our process is simple:
If you want to turn more visits into customers without raising your ad spend, at Magnes Factory we help you get there. To dig deeper, you can read about conversion rate optimization on Wikipedia, the benchmark data from the Nielsen Norman Group or the consumer trends from Think with Google.
The conversion rate is the percentage of visitors who complete the action you are after: buying, leaving their details or requesting a quote. It is calculated by dividing conversions by total visits and multiplying by one hundred, and it is the most direct way to know whether your website or campaign is working.
You divide the number of conversions by the number of visits and multiply by one hundred. For example, if 1,000 people visit and 20 buy, the conversion rate is 2%. It is worth measuring it consistently to see whether each change improves or worsens it.
It depends on the sector and the type of conversion. An online shop usually moves between 1% and 3%, while a services page that captures leads can be higher. Rather than comparing yourself with the average, the useful thing is to beat your own figure month after month.
CRO (Conversion Rate Optimization) is the optimisation of the conversion rate: the set of techniques to get more visits to take the desired action. It consists of removing friction, improving the message and measuring with A/B tests what really works.
With a clear value proposition, less friction (short forms and easy payment), social proof, a visible call to action and a fast, mobile-first website. Then you test versions with A/B tests and keep the one that converts the most.
There is no fixed ceiling, but small improvements add up: going from 2% to 3% already means selling 50% more with the same visits. CRO is ongoing work, and the more you measure and adjust, the better the results you get over time.
The Spanish government grant for digitising your business is opening again. When it opens it runs out: it is granted in order of arrival, and whoever turns up with the paperwork ready gets in.
What is usually required: being a freelancer, micro-business or SME with a tax address in Spain, being up to date with the tax office and social security, and having completed the self-assessment test. The timetable is published by the government at acelerapyme.gob.es.