metrics
CVR (Conversion Rate)
CVR is the percentage of users who complete the desired action on a landing page, such as submitting a lead form.
Typical advice funnel CVRs
- Cold paid traffic to lead form: 3%–12%
- Retargeting traffic to lead form: 8%–25%
- Branded search to lead form: 15%–40%
CVR is the highest-leverage metric a firm can improve without touching ad spend.