What Is Conversion Rate?
Conversion rate is the percentage of people who take a desired action out of those who had the opportunity — form submissions per visitor, MQLs per lead, deals per opportunity. It's the universal efficiency metric of the funnel, measured at every stage to find where prospects drop off.
Key takeaways
- Conversion rate = conversions ÷ total opportunities to convert, at any funnel step.
- Measure it stage by stage to locate the biggest drop-off.
- Small stage-level gains compound across the whole funnel.
How to calculate it
Conversion Rate = Conversions ÷ Total Opportunities × 100
Conversion rates across the funnel
- Visitor → lead (form fill)
- Lead → MQL
- MQL → SQL
- SQL → opportunity
- Opportunity → closed won (your win rate)
Frequently asked questions
How do you calculate conversion rate?
Divide the number of people who completed the desired action by the total who had the chance, then multiply by 100. Define the start and end points clearly for each stage you measure.
What's a good conversion rate?
It depends entirely on the step and channel — a landing-page form fill, an MQL→SQL conversion and a final win rate have very different healthy ranges. Track your own trend by stage.
What is conversion rate optimization (CRO)?
CRO is the systematic practice of improving the percentage of users who convert — through testing, design and copy changes — usually focused on web pages and forms.
Related service: Improve funnel conversion in HubSpot