Definition of conversion rate

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The conversion rate is a key term in marketing and describes the ratio between website visitors and those who perform a desired action. It is expressed as a percentage and serves as an indicator of the success of measures such as optimized landing pages or targeted content marketing. A high conversion rate shows that the website effectively converts visitors into customers or leads—a sign of a successful strategy and user-friendliness.

Conversion rates play a special role in B2B marketing. The focus here is not only on sales, but also on goals such as lead generation or building long-term customer relationships. Thoughtful optimization of conversion rates can lay the foundation for successful sales and marketing activities.



But conversion goals aren't limited to the e-commerce sector. If you actively integrate your B2B website into your marketing and sales strategy, and engage in lead generation and inbound marketing , then the conversion rate is a crucial metric for you.





Conversion goals for B2B websites


SEM or Search Engine Marketing : Converting a search engine user into a website visitor.
Lead conversion rate : The conversion of a website visitor into a lead. This is typically sri lanka phone number data achieved through a useful content offer that the website visitor receives in exchange for their contact information.
Lead nurturing: Converting a marketing qualified lead into a sales qualified lead. This typically occurs by viewing specific website content. This signals increased purchasing interest to the lead.




In this context, there are various options for what a conversion could look like for you:

Download an offer (e-book, white paper, etc.)
Participation in a web event such as a webinar
Subscribe to a newsletter
Registering in a community
Filling out a contact form
Click on a banner