What is lead conversion rate?
Lead conversion rate is the percentage of leads that go on to become customers. To calculate it, divide the number of leads that converted by the total number of leads in the same group, then multiply by 100.
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How to calculate lead conversion rate
Divide the leads that became customers by your total leads, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why lead conversion rate matters
Lead volume alone doesn't tell you whether marketing is working. Lead conversion rate shows how many of those leads turn into revenue, so you can compare channels by quality instead of count.
Choosing what counts as converted
Teams define conversion in different ways. It can mean becoming a customer, or it can mean reaching a stage such as sales qualified lead.
Whichever you choose, use the same definition every time and follow the same group of leads, since leads that came in recently may not have had time to convert.
What affects it
Lead quality, speed of follow-up, the sales process, and how well your offer matches the need all play a part. Looking at conversion rate by source usually shows where the strongest leads come from.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate lead conversion rate?
Divide the leads that converted by total leads, then multiply by 100. For example, 50 customers from 500 leads is a 10% lead conversion rate.
What is a good lead conversion rate?
It depends on your industry, price, sales cycle, and lead sources. Compare your rate by channel and over time, and look for changes after you adjust your process.
What's the difference between lead conversion rate and conversion rate?
Lead conversion rate follows leads through to becoming customers. A general conversion rate usually measures visitors completing an action, such as submitting a form.
How can you improve lead conversion rate?
Follow up quickly, qualify leads so the team focuses on the best fits, and nurture the ones that aren't ready. Improving lead quality at the source also helps.
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