Conversion rate

If 400 people visit your pricing page and 8 start a trial, the conversion rate is 2%. Always say which step you mean: visitor to signup, signup to paid, or reply to call. Each step has its own rate.

At the start, count people, not percentages: 8 signups from 400 visits tells you more than "2%". Find the step where most people stop, fix it, then bring more traffic. Later, check fixes with an A/B test. Use UTM parameters to see which source converts, and a landing page with one call to action. Set up conversion tracking first.