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C
Conversion Rate
Definition
Conversion Rate is the percentage of users who complete a desired action (e.g., form submission, demo request) out of the total number of webpage or campaign visitors.
Expanded Explanation
This metric measures how effectively a page or campaign turns visitors into contacts, leads, or customers. For B2B SaaS and consulting businesses, common conversions include:
Free trial sign-ups
Consultation bookings
Whitepaper downloads
A low conversion rate often signals misalignment between audience expectations and the offer.
Practical Application for B2B SaaS/CaaS
This metric measures how effectively a page or campaign turns visitors into contacts, leads, or customers. For B2B SaaS and consulting businesses, common conversions include:
Free trial sign-ups
Consultation bookings
Whitepaper downloads
A low conversion rate often signals misalignment between audience expectations and the offer.
Example
An ERP SaaS company for SMEs tracks a 2% conversion rate on its demo request page. Analysis reveals that visitors abandon the form due to unclear pricing tiers. By simplifying the page and adding a “See Pricing” link, they increased conversions to 4%.