Glossary
Conversion rate is the proportion of visitors who complete a defined action (an enquiry, a signup, a purchase) expressed as a percentage. It is only meaningful when the action and the population being measured are both stated.
A 2% rate across all traffic and a 2% rate among visitors who reached a pricing page describe completely different businesses. Comparing your rate to an industry benchmark is almost always comparing two differently-defined numbers.
Cutting spend on broad discovery traffic raises conversion rate while reducing total enquiries; so does adding friction that deters the undecided. Rate should be read alongside volume and enquiry quality, or it will reward the wrong changes.
Conversion by device, by source and by landing page usually reveals one specific failure (a form that breaks on mobile, a campaign sending unqualified traffic) that an aggregate figure conceals entirely.
There is no portable answer. It depends on traffic mix, offer, price point and how the action is defined. Your own rate over time, segmented by source and device, is far more useful than any benchmark.
Usually because broad top-of-funnel traffic was reduced. The remaining visitors are more qualified, so the percentage rises while the absolute number falls, which is why rate should never be read alone.
Conversion rate is the proportion of visitors who complete a defined action (an enquiry, a signup, a purchase) expressed as a percentage. It is only meaningful when the action and the population being measured are both stated.
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