---
title: "What Is Conversion Rate? Definition | Epic Life Glossary"
description: "Conversion rate is the share of contacts or leads that become customers. For an agent, it might be the percent of leads who end up with an issued policy."
url: https://epicline.preview.multisites.ai/glossary/conversion-rate
publisher: Epic Life Group
apply: https://epicline.preview.multisites.ai/apply
quote: https://epicline.preview.multisites.ai/get-a-quote
---

Sales and lead terms

# Conversion Rate

Conversion rate is the share of contacts or leads that become customers. For an agent, it might be the percent of leads who end up with an issued policy.

## Why it matters

Agents track conversion rate to compare lead sources, scripts, and call habits. A rate can be measured at different steps, such as contact to appointment, appointment to application, or application to issued policy. Be clear about which step is counted. Rates differ by product, lead type, and carrier underwriting. Low conversion can point to weak lead quality or call technique, while a drop after issue can point to not-taken policies or declines.

Source: [en.wikipedia.org](https://en.wikipedia.org/wiki/Conversion_marketing)

[Read next, for agentsInsurance sales training at Epic Life: AI coaching and mentors](https://epicline.preview.multisites.ai/careers/training)

## Where we use this term

-   [Your first 90 days as a telesales life insurance agent: a week-by-week ramp](https://epicline.preview.multisites.ai/guides/first-90-days-as-a-telesales-agent)
-   [Inbound calls vs live transfers vs aged leads: how to compare cost per sale](https://epicline.preview.multisites.ai/guides/inbound-calls-vs-live-transfers-vs-aged-leads)

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