Lead conversion rate is the thermometer of your sales machine. Knowing what figure is reasonable —and how to move it— is the difference between scaling profitably or burning budget.
What it is and how to calculate it
It is the percentage of leads that advance to the next stage: lead to qualified, qualified to customer. You calculate it by dividing those who advance by the total.
What rate is good
It depends on sector, channel and lead type. Do not compare your rate to another business: compare it to your own evolution. What matters is that it rises over time.
How to improve it
- Buy more intent: leads with a buying signal convert more.
- Improve response speed.
- Prioritise with scoring.
- Sharpen the ICP to capture better fit.
- Follow up with a disciplined cadence.
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Visit funneld.net →Key takeaways
- Conversion rate measures how many leads advance a stage.
- Compare it to your own evolution, not to others.
- Raise it with more intent, speed, scoring and a better ICP.
Raise your conversion.
Buy higher-intent, contextual leads to close more per euro. Start with a trial.