Close Rate
Quick answer
What is close rate?
The percentage of people exposed to an offer — attendees, applicants or visitors — who actually buy.
Also called: Closing rate, Closure rate, Sales close rate, Closed rate.
How to calculate close rate
Close rate = (sales made ÷ qualified opportunities) × 100
Worked example: 18 sales from 200 people who watched the offer = (18 ÷ 200) × 100 = 9% close rate.
Always state the denominator you used. A close rate measured against attendees is a different number from one measured against registrants or total leads.
In plain English
Close rate is the final conversion number in the funnel: of everyone who saw the pitch, how many said yes. It's affected by the offer itself, the pitch, the price, and how qualified the audience was to begin with.
Example
150 webinar attendees, 12 buyers = an 8% close rate.
Why it matters
A low close rate with a healthy show-up rate usually points to the offer or the pitch, not the traffic — exactly the kind of diagnosis the Conversion Readiness Report is built to make.
Common questions
- What is the close rate formula?
- Divide the number of sales by the number of qualified opportunities, then multiply by 100 to express it as a percentage.
- Is closure rate the same as close rate?
- Yes. Closure rate, closing rate and closed rate are all names for the same measurement: the share of opportunities that turned into paying customers.
- How do you improve a close rate?
- Tighten who you let into the conversation, make the offer and its price clearer, and handle the objections that actually stop people, rather than adding more pressure at the end.
- What is a good close rate?
- It depends entirely on the denominator and the price. Well-structured webinar offers commonly plan around 5-15% of live attendees, while qualified sales calls for high-ticket offers are usually measured in tens of percent. Compare your close rate against your own past numbers rather than a borrowed benchmark.
- Why does close rate drop when traffic goes up?
- Because new traffic is usually colder and less qualified than the audience you started with. The offer did not get worse; the mix of people seeing it changed. Add a qualifying step or more belief-building before the ask.
Run your own numbers
Related reading
- How to Improve Your Sales Close Rate: A Clear Path to More Conversions
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