A conversion is any visitor action with value for your business - a sent enquiry, a completed purchase, a call, a booked appointment or a sign-up. The conversion rate is the share of visitors taking that action: 20 enquiries from 1,000 visits means a rate of 2 percent.
A macro conversion is the main goal of the page - a purchase, a signed contract, a sent enquiry. It is what the page exists for.
A micro conversion is a smaller step leading there: downloading a price list, watching a video, joining a list, tapping a phone number. They are useful because there are enough of them to draw conclusions from, while macro conversions on small sites are too few for statistics.
For small sites the average usually sits between 1 and 3 percent on brochure sites, and below that on online stores. A landing page tied to a campaign can be considerably higher because the traffic is better targeted.
Averages are deceptive though. A site with 100 visits a month and 5 enquiries has a 5 percent rate, which is an excellent result no average describes. Always compare yourself against yourself last month, not against someone else’s numbers.
One clear call to action rather than five options. A page asking the visitor to choose between a call, an email, a form and a chat usually gets none of them.
Answers to the questions blocking the decision - a price or at least a range, a timeline, what is included, what the process looks like. A visitor who cannot find a price leaves for somewhere that states one.
A shorter form. Every extra field reduces the number of submissions, and most details can be asked later anyway.
Loading speed. A slow page loses visitors before they see the offer, so speed optimisation often pays off more than any change to the copy.
A conversion is defined in analytics as an event - a form submission, a tap on a phone number, arrival at a thank-you page. Without that, all other work is guesswork.
For advertising, conversions are tied to the campaign so that ROAS and cost per acquired enquiry can be calculated.
Take care the same enquiry is not counted twice. A visitor refreshing the thank-you page must not produce two conversions, or every later calculation is wrong.
Measurement is set up before you start changing the page, otherwise there is nothing to compare the result against. In analytics every meaningful action is defined as an event - a form submission, a tap on the phone number, arrival at a thank-you page.
The thank-you page is the most reliable way to count enquiries, because it is only reached after a form has been sent successfully. A button click is not the same - a button can be clicked while the submission fails.
For advertising those same events are tied to the campaign, so cost per enquiry and return can be calculated. Without that you optimise by click count, and a click is not a result.
It is worth separating sources. An enquiry from search, from a campaign and from Instagram are not worth the same and do not convert the same, so they should not be read as one number.
Once measurement works, test one change at a time. If you change the headline, the offer and the call to action simultaneously, you will learn that something worked but not what - and that knowledge is the only thing that carries to the next page.
Last updated: 17 August 2026
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