Conversion Rate
The percentage of website visitors who take a desired action (call, form submission, booking).
Conversion rate is the percentage of visitors to a page who complete a defined conversion action. For contractor websites, the primary conversion is typically a phone call or contact form submission. Industry-average conversion rates for home service contractor websites: 1-2% (typical), 3-5% (good), 5-8% (top quartile). CRO is the discipline of improving this number.
Doubling conversion rate is equivalent to doubling traffic — at zero additional ad cost.
A roofer with 1,000 monthly visitors and a 1.5% conversion rate gets 15 leads. Bumping to 3% gets 30 leads — same traffic.
CRO (Conversion Rate Optimization)
The systematic discipline of increasing the percentage of website visitors who become leads or customers.
Cost Per Acquisition (CPA)
The total marketing cost required to produce one paying customer (closed job, not just a lead).
A/B Testing (Split Testing)
Comparing two versions of a page or element by showing each to a random portion of traffic and measuring which performs better.
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