Conversion rate is the percentage of visitors who take a defined action (purchase, form submit, call, booking) within a given session. Optimizing conversion rate compounds the value of every other marketing dollar — a 2× conversion rate uplift cuts CAC roughly in half.
Related terms
Other conversion terms.
Intake
The process of qualifying, contacting, and converting an inbound marketing lead into a paid customer.
Show Rate
Percentage of booked appointments where the customer actually shows up.
Marketing Funnel
The stages a prospect passes through from first awareness to converted customer.
Landing Page
A standalone web page designed for a single conversion goal, typically the destination of a paid ad.
A/B Test
Comparing two versions of a page, ad, or email by randomly splitting traffic to measure performance.
CRM
Software that stores customer + prospect data and tracks interactions across the lifecycle.
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