What is conversion rate?

Rough expectations: a well-matched landing page with a lead form commonly converts 5–15%. Ecommerce sits far lower, typically 1–3%. Native lead forms inside Meta or Google convert much higher again, often 10–25%, because there's no page load and the fields arrive pre-filled.

That last gap is the practical argument for native forms. Every extra step loses people — the page load, the navigation, the typing. If your website converts far worse than a native form, the difference is friction rather than interest.

Improving conversion rate is almost always cheaper than buying more traffic, and it compounds: every future dollar of ad spend performs better, not just the next campaign.