The visitor to lead conversion rate (VTL) represents the percentage of your total visitors who have gone on to convert to leads. Knowing your visitor to lead conversion rate provides insight on how effective your lead generation efforts and Call to Actions are at converting visitors to leads.
If your VTL conversion rates are lower than you would like, take a closer look at your Calls to Action and content offers to ensure they fit your buyer personas.
To arrive at your visitor to lead conversion rate, divide your total number of leads over a by total number of website visitors over a given period of time.
To make sure your content is performing the best it can, regularly conduct A/B tests. Create alternate versions of Calls to Action, headlines, images, landing page layouts, etc. After testing with a similar size audience, implement the elements that improved your conversion rate.