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Lead Conversion Rate (LCR)


What is Lead Conversion Rate?

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.

How is Lead Conversion Rate (LCR) used?

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.

How to calculate Lead Conversion Rate (LCR)

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.

Best Practices

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.

Common Misconceptions

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.




What are the main drivers of Lead Conversion Rate (LCR)?
  • CTA effectiveness
  • Website intuitiveness
  • Content quality
  • Relevance to visitor
How should I break down Lead Conversion Rate (LCR)?
  • Website page
  • Acquisition channel
  • Acquisition source/medium
  • Acquisition campaign

Supported Integrations

Get this metric directly out of one of our supported integrations.

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