What is Conversion Rate?
Conversion rate is the percentage of leads or prospects that successfully move to the next stage of the sales funnel, such as from lead to opportunity.
Conversion rate measures how effectively prospects move forward through a defined process, most commonly from lead to qualified opportunity, or from opportunity to closed deal. Unlike win rate, which typically focuses on the final close, conversion rate can be measured at any stage transition, giving a more granular view of where a funnel is leaking prospects.
Tracking conversion rate stage by stage helps identify bottlenecks: if a large share of leads are generated but few become qualified opportunities, the issue may lie in lead quality or initial qualification criteria, rather than in the sales team’s closing ability further downstream.
Conversion rate benchmarks vary enormously by industry, deal size, and sales motion, so it’s most useful compared against a company’s own historical performance rather than generic industry averages. Segmenting conversion rate by lead source or channel also reveals which channels bring in more sales-ready prospects.
In Lavisho TT, conversion rate is calculated as: Conversion Rate = (Number of Leads Converted to a Stage ÷ Total Number of Leads Entering the Funnel) × 100, and is tracked through funnel conversion reporting on the Command Center dashboard, alongside lead scoring data to help pinpoint where leads stall.
Conversion Rate — common questions
How is conversion rate calculated?
Conversion Rate = (Leads Converted to a Stage ÷ Total Leads Entering the Funnel) × 100.
How is conversion rate different from win rate?
Win rate focuses on final closed-won versus closed-lost outcomes, while conversion rate can measure movement between any two funnel stages.
Why does conversion rate vary so much by industry?
Deal size, sales cycle length, and buyer behavior all differ across industries, so benchmarks should be compared against a company’s own history.
How does Lavisho TT track conversion rate?
Through funnel conversion reporting on the Command Center dashboard, which shows how leads move through each pipeline stage.
Related pages
Related products
- Sales Analytics
A Command Center dashboard with 12 live KPIs, funnel conversion and "why we lose" alerts, backed by revenue attribution.
- Sales CRM
Run leads, accounts and deals through a kanban pipeline with sequences and stalled-deal alerts so nothing quietly goes cold.
Glossary
- Lead
A lead is a person or organization that has shown interest in a product but has not yet been qualified as a sales opportunity.
- Sales Pipeline
A sales pipeline is a visual representation of deals grouped by stage, showing how prospects move from first contact to closed sale.
- Win Rate
Win rate is the percentage of sales opportunities that end up closed-won out of all opportunities that reached a final decision.
See Lavisho TT running with real sample data
Open the live demo workspace with sample customers, deals, visits and tasks, or start your own trial.