Lead Conversion Rate (LCR) measures the percentage of website visitors or session attendees who take a specific action to become leads. This action could be filling out a form, signing up for a newsletter, downloading a whitepaper, or any other step that moves them from being a casual visitor to a potential customer lead.
This metric helps assess the effectiveness of your conversion funnel and identify areas for improvement. It's used to optimise websites, compare campaign and channel performance, and identify content that resonates with a target audience.
Number of Conversions / Number of Leads x 100
To calculate the Lead Conversion Rate, divide the Number of Conversions by the Number of Leads and multiply by 100.
Ensure that the website or campaign has a clear and compelling CTA that encourages visitors to become leads. Regularly test different aspects of the website or landing pages (like CTA, page layout, content) to optimize conversion rates. Also, aim to enhance the overall user experience to make the journey from visitor to lead as smooth as possible.
A common misconception is that a high LCR always indicates positive performance. However, if lead quality is poor, it may not translate into revenue. Conversely, a low LCR with high-value conversions could be more beneficial.