Term
Conversion rate
The percentage of visitors who complete a goal, such as sending an enquiry or booking.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
Conversion rate is the number of conversions divided by the number of visitors or sessions, shown as a percentage. For a service business the conversion is usually an enquiry, a call or a booking.
Why it matters for your business
Small changes compound: improving conversion means more work from the same traffic, without extra ad spend. Measure it per page and per channel, because an average across the whole site hides where the real problems are.
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