Why it matters
Doubling traffic costs money; improving conversion usually uses the budget you already have, because what changes is the page, the form and the offer. The point is sharper for companies entering an unfamiliar market: visitors may arrive on a page written in the wrong language for them, be asked to use a payment method they do not trust, or be offered a contact channel they never use. Each of those is a conversion problem, not a traffic problem.
How it works and how it is measured
- Define the action: what counts as a conversion differs by business — an appointment for a clinic, an order for a shop, a proposal request in B2B.
- Calculate it: conversion rate = completed actions ÷ visitors, read separately by channel, device and page. A single blended average hides where the loss is.
- Track it properly: goals in GA4 and Yandex Metrica, events bound to the form itself, and call tracking where phone enquiries matter.
- Common causes of a low rate: slow pages, forms that break on a phone, hidden contact details, traffic that does not match the offer, and no trust signals.
- Localisation checks for a new market: language of the page, local contact channel, local phone format, and a company presence the visitor can verify.
- Improve by testing: one change at a time, measured — comparison rather than opinion.
Frequently asked questions
What conversion rate should we expect?
There is no universal figure; it varies widely by industry, traffic source and how demanding the action is. The useful comparisons are against your own previous period and between your own channels and devices.
Conversions are fine but sales are not. What is wrong?
Usually the handling of enquiries: slow response, no defined sales process, or enquiries arriving from the wrong audience. That is a CRM and sales question rather than a website one.
What are micro and macro conversions?
The macro conversion is the main goal — an order or a request. Micro conversions are the steps towards it, such as opening the pricing page or using a calculator, and they show at which step people drop out.