Conversion rate
Share of visits that complete a goal such as an enquiry.
What conversion rate tells you
Conversion rate is the percentage of visits that complete an action you care about, such as sending an enquiry, booking, calling or buying. If 400 visits lead to 12 enquiries, the conversion rate is 3%. In GA4, you measure it using key events.
Where to find it
Set up key events in GA4 for your main actions, then compare conversion rates by landing page for organic visitors. Look for pages with plenty of visits and few conversions. Try the page yourself on a phone, as if you were a customer, and note anything confusing, slow or missing.
Reading it in practice
A cleaning company's service page attracts steady traffic but few quote requests. Its form asks twelve questions. Cutting it to four, adding typical prices and putting a click-to-call button at the top on mobile increases enquiries from the same number of visits.
Misreadings to avoid
- Measuring only total traffic.
- Comparing conversion rates across very different pages without context.
- Testing changes for a few days and drawing big conclusions.
- Hiding prices or contact details to "force" enquiries.
Why it’s worth tracking
SEO brings visitors, but conversion turns them into customers. A small improvement in conversion rate can be worth more than a big increase in traffic. Pages that rank well but convert badly are often the quickest wins: clearer prices, a visible phone number or a shorter form can make a real difference.
It also helps you judge SEO fairly. If search traffic grows but conversions don't, the problem may be the pages people land on rather than the SEO itself, and that changes what you fix first.
Terms you’ll see alongside it
- GA4: Google Analytics 4, Google's tool for measuring traffic and conversions.
- Organic traffic: Visits from unpaid search results.
- UX and SEO: Overlap where usability, speed and clarity support search performance.
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