Free tool
Conversion rate calculator
Visits and enquiries in, the rate out, and then the question that matters: to reach the number of enquiries you want, how many more visits at this rate, or what rate at these visits? Those are two different jobs, and the page says which one you have. Nothing you type leaves your browser.
Your rate
- Conversion rate
- 2.5%
- Visits per enquiry
- 40
Two ways to the target
- Visits needed at this rate
- 2,000
- Rate needed at these visits
- 4.2%
What a low rate usually means
Enquiries divided by visits is the rate. The two figures on the right are the same target reached two ways: keep the rate and add visits, or keep the visits and raise the rate. Which one is yours depends on why the rate is where it is.
If the visitors are the right people (they searched for the service, in your area, and landed on the page that sells it) and the rate is still well under a few percent, the page is losing them. The usual reasons are the same on every site we audit: the phone number is below the fold on a phone, the form asks for more than a name and a number, there is no proof that anyone has hired you, the page takes seconds to appear, or it answers a different question from the one they searched. Each of those is a fix to the page, and each one moves the rate for every visitor after it.
If the rate is fine and the numbers are small, the page is doing its job for too few people. That is a visits problem, and the honest way to more of the right visits is to appear for more of the searches those people make, which is the work described on the SEO services page. A rate that looks bad because a popular blog post is in the denominator is neither problem: measure the service pages on their own.
From a rate to a return
The rate is one input to the SEO ROI calculator, which carries it through to customers and revenue over a year. Whether the visitors are the right people is the question the is SEO worth it post answers, and the CTR calculator covers the step before the visit: how many of the people who see you in Google click.
Questions about conversion rates
What counts as a conversion?
Whatever you would call a result: a phone call, a form, a booking, an order, a sign-up. Count the ones that actually happened in the period, from your inbox, your phone log or your booking system, and use the same definition every month so the rate means something over time.
What is a good conversion rate?
The honest answer is: yours, measured, and then improved. For a local service business the rate from search visits is often a few percent; for a considered purchase it is lower; for a page that only people who already chose you visit, such as a contact page, it is far higher. A published average mixes all of those and describes none of them.
Where do the visits come from?
Search Console gives clicks from Google per page for free, and any analytics tool gives visits from every source. Use the visits to the pages that produced the enquiries, not the whole site, or a busy blog will make a good service page look bad.
Should I get more visits or a better page?
The calculator shows both routes to the same target. If the rate is well under a few percent and the visitors are the right people, the page is the problem: the phone number is below the fold, the form is long, there is no proof, or it is slow on a phone. If the rate is fine and the numbers are small, you need more of the same visitors, which is what search work does.
Is anything I type here sent anywhere?
No. Everything happens in your browser. There is no form submission, no analytics event and no network request of any kind, which you can confirm in your browser’s network tab.
Book a call with us
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.