Calculate conversion rates at every stage of your sales funnel — from visitors to closed won deals. Identify bottlenecks and project revenue based on current conversion performance.
Each funnel stage conversion rate is calculated by dividing the output count by the input count. Overall conversion rate measures end-to-end funnel efficiency.
Enter the count at each funnel stage. Leave later stages blank if you don't track them yet.
Get our guide to identifying funnel bottlenecks and optimizing conversion at each stage.
Understanding conversion rates at each funnel stage is essential for revenue predictability. Even small improvements in mid-funnel conversion rates (MQL-to-SQL) can dramatically impact revenue without increasing marketing spend.
Example: B2B SaaS Funnel
50,000 Visitors → 1,000 Leads (2%) → 280 MQLs (28%) → 42 SQLs (15%) → 21 Opps (50%) → 6 Closed Won (29%)
Overall rate: 6/50,000 = 0.012%. At $25K avg deal: $150K monthly revenue
Focus optimization where conversion is furthest below benchmark. If your MQL-to-SQL rate is 8% versus the 13-20% benchmark, improving sales-marketing alignment and lead scoring will have the highest revenue impact. If visitor-to-lead is below 1%, prioritize landing page and CTA optimization.
What is a good visitor-to-lead conversion rate?
The average B2B website converts 1-3% of visitors to leads. Top performers achieve 3-5%+. Conversion rates vary significantly by traffic source — paid search converts 2-5%, while organic traffic typically converts 1-2%.
What is the difference between MQL and SQL?
An MQL (Marketing Qualified Lead) has shown enough engagement (content downloads, webinar attendance, email clicks) to be ready for sales outreach. An SQL (Sales Qualified Lead) has been reviewed by sales and confirmed as meeting BANT or equivalent qualification criteria.
How can I improve my lead-to-MQL conversion rate?
Improve lead scoring accuracy, use progressive profiling to capture better qualification data, implement lead nurturing sequences for unqualified leads, and regularly review your MQL definition with sales to ensure alignment on qualification criteria.