A conversion is counted when a visitor completes and submits the form. Conversion Rate = completed submissions divided by total visits, shown as a percentage. If 500 people visit and 50 submit, that is 10%.
Cut every field you do not strictly need. Each extra field costs conversions.
Make step 1 feel easy — one low-commitment question, not a personal one.
Match the form's promise to the ad's promise — visitors who feel misled bounce fast.
Test the call-to-action label. "Get my free quote" almost always beats "Submit".
Submit the form yourself on a phone. Mobile is where most traffic arrives and where most forms quietly lose leads.
