Traffic-to-Lead Ratio (New Contact Rate)
Understanding your website traffic, especially knowing where your it is coming from, whether it's organic, direct, social media or referrals is extremely important.
If your traffic is steady or increasing, but your traffic-to-lead ratio is low or decreasing, that's a surefire sign that something is missing on-page.
In the spirit of conversion rate optimization, track this number to help you determine if and when a change in your website's text, design, form, etc. may be needed.