Conversion Rate: How to Understand It, Measure It, and Above All, Improve It?
The conversion rate is the key indicator for measuring this performance. And above all, it's a powerful lever for making your digital efforts profitable without necessarily investing more in advertising.
At Kenobi Solutions, we often remind our clients: having traffic on your website is great. But what really makes the difference is what your visitors do once they get there. The conversion rate is the key indicator for measuring this performance. And above all, it’s a powerful lever to get a better return on your digital efforts without necessarily investing more in advertising.
What is the conversion rate?
The conversion rate is the percentage of visitors who complete a specific action on your website: making a purchase, requesting a quote, signing up for your newsletter, making a phone call, and so on. It’s about turning casual visitors into potential clients or qualified leads.
At Kenobi Solutions, we also talk about micro-conversions, like watching a video or clicking a strategic button, which are part of the customer journey and contribute to overall performance.
Why is it such a crucial indicator?
The conversion rate reflects both the quality of your traffic and the effectiveness of your website. A well-designed, well-written, fast, and intuitive site will always convert better. Conversely, a low conversion rate might signal a lack of clarity, friction in the user journey, or a lack of visitor trust.
Optimizing your conversion rate means getting more concrete results from the same volume of visitors. In 2025, it’s an essential strategy for SMEs that want to grow without blowing up their marketing budget.
What types of conversion rates should you track?
There are several ways to analyze your conversions:
Overall: all actions combined on your site
By channel: SEO, ads, social media, newsletters…
By service: useful to compare your different offers
By content type: blog, service pages, online store…
By device: mobile vs desktop, which often reveals key insights
By geographic area: ideal for local businesses
At Kenobi, we include these analyses in our audits to provide a clear, strategic overview.
How do you calculate your conversion rate?
It’s a simple formula:
(Number of completed actions ÷ Total number of visitors) x 100
For example, if 1,000 visitors generate 50 quote requests, your conversion rate is 5%. You can also segment by source (Google Ads, organic traffic, Facebook, etc.) to refine your analysis.
What is a good conversion rate?
It depends on your industry. The general average is around 2–3%. But top-performing sites, especially those focused on lead generation, can reach 10% or more. The key is to aim for steady improvement compared to your own past performance, rather than blindly comparing yourself to competitors.
Our best strategies to boost your conversion rate
A/B testing
Testing different versions of a page (title, button, color, visual, etc.) is a powerful way to improve performance without guessing. Let the data speak.Compelling calls-to-action (CTAs)
Clear, visible, and engaging buttons with action verbs and a value promise. “Get your free quote today” often outperforms “Learn more.”Site speed
A slow site drives visitors away. Image compression, optimized caching, lighter code—it’s technical work we handle at Kenobi because it directly impacts your conversions.Simplified user journey
Fewer clicks. Fewer fields. More clarity. Together, we rethink your navigation and conversion funnel to make it as smooth as possible.Social proof
Customer reviews, testimonials, reassuring figures, partner logos—all these elements build perceived credibility. Positioned well, they can truly make a difference.
Which tools should you use?
Google Analytics 4 (GA4): to track events, funnels, conversions by source or device.
Heatmaps (Hotjar, Clarity): to see where your visitors click and where they drop off.
Session replays: to understand user behavior, spot invisible obstacles, and adjust accordingly.
In summary
Improving your conversion rate means boosting the overall performance of your online presence. It’s about doing more with what you already have. At Kenobi Solutions, it’s a cornerstone of our approach: helping you get more return from your website, generate more qualified leads, and support the growth of your Quebec business.
Need a hand? Whether for an audit, ongoing support, or a strategic redesign, our team is here to help you take the next step.