Glossary · conversions
What is Conversion rate?
Conversion rate is the share of people who completed the action, out of the people who had a real chance to complete it, written as a percentage. The number is meaningless until you say which two figures you divided. Landing page conversion rate uses visitors as the base. Ad conversion rate uses link clicks. Enquiry-to-customer rate uses conversations. Each answers a different question, and mixing them up is how businesses convince themselves the ads are broken when the real problem is a slow page or a salesperson who does not reply until tomorrow. Improving conversion rate is usually cheaper than buying more traffic, because it costs work rather than media money.
What does Conversion rate mean for a business in Pakistan?
Expect cold traffic from ads to a website to convert in low single figures here — a couple of percent is normal, and anything above five percent is a good page doing its job. Clicking through to a WhatsApp chat converts several times higher because there is no form, no typing on a small keyboard and no waiting for a page to load on patchy mobile data.
A worked example
A Peshawar Road driving school sends 1,450 clicks to a page with an enquiry form and gets 58 submissions — a 4.0 percent conversion rate. Swapping the form for a WhatsApp button takes the next 1,450 clicks to 190 chats, or 13.1 percent. Fewer are serious, but booked lessons still rise from 41 to 62.
Terms that go with this one
These come up in the same conversations and are worth reading together.
- ConversionconversionA conversion is one completed action that you have decided counts as a result. Nothing about it is automatic — you pick the action, and the platform…
- Landing pagelanding pageA landing page is the single page someone arrives on after clicking your ad, built to get one specific action and nothing else. It is not your…
- Call to actionCTA / call to actionA call to action is the instruction telling someone the exact next thing to do. It is both the button and the sentence, and vague ones cost real…
- CPACPACPA means cost per action — the money spent divided by the number of completed results you decided to count. The action is whatever you defined it…
- A/B testA/B testAn A/B test compares two versions of something that differ in exactly one element, so that any difference in results can be blamed on that element.…
Conversion rate — quick answers
What does Conversion rate mean?
Conversion rate is the share of people who completed the action, out of the people who had a real chance to complete it, written as a percentage. The number is meaningless until you say which two figures you divided.
Conversion rate ko Urdu mein kya kehte hain?
کنورژن ریٹ — though in practice almost everyone in Pakistan says "conversion rate". Expect cold traffic from ads to a website to convert in low single figures here — a couple of percent is normal, and anything above five percent is a good page doing its job.
Why does Conversion rate matter for a business in Pakistan?
Expect cold traffic from ads to a website to convert in low single figures here — a couple of percent is normal, and anything above five percent is a good page doing its job. Clicking through to a WhatsApp chat converts several times higher because there is no form, no typing on a small keyboard and no waiting for a page to load on patchy mobile data.
Checked and updated
Next step
Would you rather someone just handled this?
Understanding the terms is useful. Doing the work every day is the hard part — and that is what we do, from PKR 15,000 a month.
WhatsApp us