Conversion Rate
Conversion rate is the percentage of people who complete a desired action — sign up, book a demo, buy — out of the total who had the opportunity.
What is conversion rate?
Conversion rate is (conversions ÷ opportunities) × 100. The numerator and denominator depend on the funnel stage you're measuring — visit-to-signup, MQL-to-SQL, SQL-to-opportunity, opportunity-to-close. The same pipeline has many conversion rates, each one diagnostic of a different bottleneck.
Why it matters
- The cleanest single metric for whether a step is working
- Multiplies through the funnel — small lifts at the top compound into much larger lifts at the bottom
- Lets you compare campaigns, channels, and segments on equal footing
Benchmarks (rough B2B SaaS)
- Visit → free trial: 2–5%
- Free trial → paid: 10–20%
- MQL → SQL: 15–30%
- SQL → closed-won: 15–25%
How to improve conversion rate
- Tighten audience match — better targeting beats better copy in most tests
- Reduce friction at every step (fewer form fields, fewer clicks, faster pages)
- Match the next-step ask to where the prospect is in their journey
How TexAu helps
Use AI Column to score leads on fit before they enter the sequencer, raising the conversion rate at every downstream step by feeding only ICP-aligned prospects into outreach.
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