This could include:

  • Making a purchase.
  • Completing an opt-in form.
  • Downloading a content upgrade.
  • Placing a phone call.
  • Scheduling a demo or consultation.


Conversion rate is the number of people who completed a goal divided by the number of people who could have potentially taken that action. For example, if 100 people visit a website page, and ten people complete a conversion, the conversion rate would be 10%.