How to calculate it#
Conversion rate = conversions ÷ sessions (or users) × 100. If 2,000 sessions produce 40 enquiries, the conversion rate is 2%. Always state what you’re counting — per session and per user give different numbers.
What counts as a conversion#
- Macro conversions: purchase, booked call, contact form, WhatsApp enquiry, sign-up for a trial.
- Micro conversions: newsletter subscription, download, click to pricing, video watched.
In GA4, mark these as key events so you can see conversion rates by channel, landing page and device.
Why it matters for SEO#
Traffic only matters if it leads somewhere. Comparing conversion rates by landing page shows which content attracts the right audience — and which pages rank well but need a better call to action. Doubling conversion rate has the same business effect as doubling traffic, and is often easier.
Common levers#
- Match the page to search intent so visitors are already interested.
- One clear primary call to action, repeated at natural points.
- Trust signals: real reviews, case studies, credentials, clear contact options.
- Fast, mobile-friendly pages with short forms.
- Remove friction: fewer fields, autofill, clear errors, WhatsApp as an option.
Full guide: conversion rate optimization. Related: GA4, landing page best practices.