Website conversion rate tells you what share of visitors did the thing you built the site for: sent a request, wrote in Telegram, called, ordered. The formula is simple. Getting a number you can trust takes a bit more care, especially in Armenia where many leads never touch a form and go straight to a messenger.
The formula
Conversion rate = leads ÷ visits × 100
If your site had 600 visits in October and you got 12 requests, the rate is 2%. Use visits (sessions), not unique users, unless you decide otherwise and stick to it. The main rule: same period, same definitions, every month.
Step 1: decide what counts as a lead
On a typical small business site in Yerevan, a visitor can contact you in four or five ways. List them all.
| Action | How to track | Counts as lead? |
|---|---|---|
| Form submitted | Event on successful send, plus the request in Telegram | Yes |
| Telegram button click | Click event | Intent, check against real chats |
| WhatsApp or Viber click | Click event | Intent, check against real chats |
| Phone number tap on mobile | Click event on tel: link | Intent |
| Online order or payment | Event on the thank-you page | Yes, and a sale |
| Newsletter or channel subscribe | Click event | Micro-goal, track separately |
Keep "hard" leads (form, order) and "soft" leads (messenger clicks, phone taps) as separate numbers. Adding them together inflates the rate, because some people click Telegram and then never write.
Step 2: set up events
You need an analytics tool with events. Our guide to Google Analytics for small business shows the basic setup. The events to create:
- form_submit, fired only after the server confirms the request was received;
- click_telegram, click_whatsapp, click_viber;
- click_phone;
- purchase, if you sell online.
Test each one. Send a test request and check that it appears both in analytics and in your Telegram chat.
Step 3: split by source
A site-wide number hides what matters. Instagram ads, Google search and a Telegram channel post bring different people. Tag every link you control with UTM parameters, as explained in UTM tags explained, and look at conversion per source.
You will often find that search visitors convert better than ad visitors, or that one ad sends many clicks and almost no requests. That is far more useful than one blended number.
Step 4: compare with reality once a week
Analytics never catches everything. Ad blockers, people who copy your number instead of tapping it, people who write in Telegram after seeing your site yesterday. Once a week, compare:
- Requests that arrived in your Telegram chat from the site form.
- New conversations in Telegram and WhatsApp where the person mentioned the site.
- What analytics shows for the same days.
If the gap is large, find the leak. Often a form is broken on one browser, or the thank-you event fires before the request is actually sent.
What makes the number misleading
- Tiny traffic. With 150 visits a month, two extra requests change the rate by more than a point. Look at three-month trends.
- Bot traffic. Sudden spikes from one country with zero time on site push the rate down. Filter them.
- Counting clicks as leads. Covered above.
- Changing goals mid-month. Then the before and after are not comparable.
- Returning clients. Existing customers who use the site to find your number are not new leads. If you can, mark them in your CRM.
When the rate is low: where to look first
Do not redesign the whole site because of one weak number. Check in this order:
- First screen. Does it say what you do, where, and for whom, with one clear button? See first screen mistakes.
- The form. Every extra field costs requests. Compare options in short vs long lead forms.
- Mobile. Most visits in Armenia come from phones. Test the path to a request on a real phone with mobile data.
- Messenger choice. Offer Telegram and WhatsApp side by side; people pick what they already use.
- Traffic quality. If one source converts far worse, the problem may be the ad, not the site.
A simple monthly report
| Line | October | November |
|---|---|---|
| Visits | ||
| Form requests | ||
| Messenger clicks | ||
| Phone taps | ||
| Hard conversion rate (forms ÷ visits) | ||
| Soft conversion rate (all actions ÷ visits) | ||
| Best source by conversion |
Fill it in with your own data. Five minutes a month is enough to see whether changes help.
Help with setup
At Kinto, analytics setup with events for forms, messengers and calls starts at $500, and every site we build sends requests straight to Telegram. More about how we build sites on the website development page.
Want us to check how your current site counts leads? Message @kinto_am on Telegram with the address.