Widgets

Website conversion rate: how to calculate it and find drop-offs

Widget views, opens, dialogs and leads, conversion rates, a visit timeline and traffic sources with period comparison: video and walkthrough.

Updated Nov 2 7 min read 6 views

In short

Website conversion rate is the share of visitors who left a request; for widget requests, “Widget analytics” shows it step by step: the “Views → Widget opened → Dialogs → Leads” chain, every lead with a CRM link, a visit timeline and traffic sources. Open “Widget” → “Analytics” in the widget's row and pick a period — no setup needed.

Changed the photo on the button or the chat greeting — did things get better or worse? Without website conversion rate figures, it's guesswork, and your ad budget pays for the guessing.

“Widget analytics” shows the visitor's path: saw the widget → opened it → wrote → left a request. At every step, you see the conversion rate — the share of people who moved on to the next step. The comparison with the previous period immediately shows the effect of your changes.

Data collection is built into the website widget itself and is included in the “CRM + Telephony + Automation” plan and higher, at no extra cost — unlike separate analytics services. You don't need to install counters or connect anything.

Watch the two-minute video, and below you'll find how to read the report.

Could not load the video. Check your connection and refresh the page.

Why businesses need it

Owner: you see where people drop off — they don't open the widget, or they open it but don't write. It's clear what to fix: the button or the greeting.
Marketer: the “Sources” tab shows which campaign brings leads, not just clicks. The budget goes to what actually sells.
Head of sales: a table of leads with links to the lead cards and their origin — AI chat, offer, quiz or callback form. You can see which tool brings in more.
Anyone testing changes: the comparison with the previous period shows the effect of a change in numbers, not in gut feeling.
Reviewing a disputed lead: the “Timeline” shows what the person did on the site before leaving the request.

Client case

An online programming school for kids. Before: a widget with an AI chat had been on the site for several months, but the chat brought few leads, and nobody understood why. The analytics showed that 6% of visitors opened the widget, and only 1 in 5 of those who opened it wrote in the chat. What we did: a new greeting and quick replies in the “AI chat bot”, and the campaign that, according to the “Sources” tab, brought clicks but no leads was turned off. Result: a month later, 1.9% of visitors write in the chat instead of 1.2%, and the chat brings about 40% more leads on a smaller budget.

How widget statistics are collected

The widget records every visit by itself: the impression, opening, messages, leads, traffic source, device and country. There's nothing to set up. Demo views don't get into the analytics.

Events start being collected once the website page with the widget is reloaded. If collection started in the middle of the selected period, the dashboard warns you: conversion rates for the whole period will be understated.

Website conversion rate — the “Overview” tab with the “Views”, “Widget opened” and “Leads” cards and the “Daily dynamics” chart

How to check your website conversion rate

1
Open the analytics
“Widget” → “Analytics” in the widget's row. On a narrow screen, use the ⚙ “Actions” menu.
2
Choose a period
In the “Period” field: “Today”, “Yesterday”, “7 days”, “30 days”, “90 days” or “Period” for custom dates. Your choice is remembered.
3
Turn on comparison
Tick “With previous period”. Green changes mean better, red ones mean worse.
4
Switch tabs
“Overview”, “Leads”, “Timeline”, “Sources”.
5
Refresh the data
The “Refresh” button reloads the report.

“Overview”: the conversion rate at every step

The “Views” (with unique ones), “Widget opened” and “Leads” cards show the percentage of the previous step. The “Daily dynamics” chart shows views, opens, dialogs and leads.

The “Details” block has dialogs and the “View → dialog”, “Dialog → lead” and “View → lead” conversion rates. It also shows messages, auto-opens, average session and bounce rate. Visitor countries are listed below.

“Leads”: where each lead came from

A table of all leads for the period: date, a link to the lead in the CRM, contact and “Origin”. It also shows traffic, device, number of messages and time on site. A lead is a request card in the CRM. The origin is “AI chat”, “Offer”, “Quiz” or “Callback form”. Chat leads have a link to the dialog in the “AI chat bot” — how to review them is described in the article about chatbot conversation history.

Clicking “…” next to a contact opens the “Lead contacts” window with copy buttons, “Open lead” and “Open dialog”.

Website leads by source — the “Leads” tab and the “Lead contacts” window

“Timeline” and “Sources”: which ads bring leads

The “Timeline” shows every visit as a chain of events: “Visit”, “Widget shown”, “Opened chat”, “Wrote”, “Submitted form”, “Went to messenger”, “Lead created”. Next to it are the domain, time on site and scroll depth.

The “Sources” tab splits traffic by type: search, ads, social media, referrals from other sites, AI traffic, direct visits and internal navigation. AI traffic is visits from AI assistants and AI search. Separately, there are “Referrers and campaigns”, “Devices”, “Browsers” and “Domains”. Each row shows views, dialogs, leads and conversion rate. Campaign costs, revenue and ROI are shown in ad campaign analytics.

Which ads bring leads from your website — the “Sources” tab with the traffic type and campaign conversion rates

Tip

Change one thing in the widget at a time — the photo, the greeting or the window style. Then the comparison with the previous period will show the effect of that particular change.

Important

If impression collection started in the middle of the period, there are no impressions for the earlier days. Conversion rates for the whole period will be understated — choose a period after collection started.

Frequently asked questions

How do I calculate my website conversion rate?

Open “Widget” → “Analytics” and choose a period. In the “Details” block on the “Overview” tab, “View → lead”, “View → dialog” and “Dialog → lead” are already calculated.

Why is the widget analytics empty?

If you see “Impressions have not been collected yet…”, reload the website page with the widget code, and collection will start. If it says “No visits in the selected period”, choose a wider period or check that the code is on the site.

Do demo views get into the analytics?

No. But a request from the callback window in the demo is created in the CRM as a real one.

Why does the dashboard say there are visits for another project?

You opened the analytics of the wrong project, or the site has another project's code. Check that you're viewing the report for the right project.

Is the selected period remembered?

Yes, the period and the comparison are remembered in this browser between visits.

How can I tell which ads bring leads from the widget?

Open the “Sources” tab → “Referrers and campaigns”. Each campaign shows views, dialogs, leads and conversion rate.

Next step

Ready to try Lptracker?

Everything from this article is already waiting in your account — open the section and get started.

Try Lptracker

Turnkey implementation

Our implementation team will set up the system for your business: voice and chat AI bots, funnels, robots, telephony and CRM. Book a meeting at a time that suits you.

Book a meeting