ACTION
Define the conversion
An enquiry, purchase and newsletter signup represent different levels of commercial intent.
GROW GUIDE
Conversion rate needs
a defined conversion.
A percentage is only useful when the action, audience and measurement period are clear.
CONTEXT
Know the denominator
Visitors, sessions, clicks and qualified prospects are not interchangeable populations.
EVIDENCE
Avoid promises
Historical or modelled conversion rates do not guarantee future campaign performance.
GROW