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Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is a conversion rate?

Last Updated on September 8, 2026

What is a conversion rate? — Whito
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Whito’s view (UK)

Conversion rate is the metric most worth improving, because it makes every other pound work harder. Doubling your conversion rate is usually cheaper than doubling your traffic. Yet most UK businesses pour money into reach while ignoring the leak at the bottom of the funnel, then blame the channel. Fix the leak first.

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Ethan Whitmore Co-founder and Analyst
Ethan Whitmore is a co-founder of Whito. He has spent over nine years in SEO and ecommerce inside global SaaS platforms, enterprise brands and payments companies. His work covers technical SEO, content strategy, conversion and video production.
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Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito to help UK businesses cut through marketing noise. Every article is researched, written, and fact-checked with one goal: giving you clear, practical guidance you can actually use. Whito doesn't sell marketing services or take commissions that compromise recommendations. Structure before scale.

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Whito is committed to providing accurate, unbiased marketing guidance for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.