The share of visitors who complete a desired action.
Conversion rate is the percentage of visitors (or sessions) who complete a defined goal, such as a purchase, a form submission, a signup or a call. It is calculated as conversions divided by the relevant total, and it is the metric that connects traffic to business outcomes.
A conversion rate is only meaningful once you have defined what counts as a conversion and against which denominator. Comparing rates across channels or timeframes without matching those definitions produces misleading conclusions.
Conversion rate turns raw traffic into a measure of effectiveness. Doubling it has the same revenue effect as doubling traffic, but usually costs far less, which is why improving it is often the highest-return work in a marketing programme.
Comparing rates from different denominators (visitors vs sessions vs users), reading small samples as significant, or optimising a single page while ignoring the whole funnel. Context and sample size matter as much as the number itself.
A structured process for increasing the share of visitors who convert.
A controlled experiment comparing two versions to see which performs better.
The share of people who click after seeing your ad or search result.
Common questions
Straight answers on how this fits your marketing and build.
There is no universal benchmark; it varies by industry, traffic source, price point and what you count as a conversion. The useful comparison is against your own baseline and the specific channel driving the traffic.
Still have questions? Talk to a specialist
Get a free audit and a 6-month roadmap showing exactly where you stand vs your top 3 competitors — no fluff, no upsell.
Trusted by 500+ brands · 4.9/5 client rating