Term · Marketing & analytics
Conversion rate
Conversion rate is the percentage of visitors, sessions or users who complete a desired action: submitting an enquiry, making a purchase, booking an appointment, signing up.
[ 01 ]
Explained
Conversion rate = conversions ÷ visitors (or sessions) × 100%
Why it matters
Conversion rate shows how well a page, campaign or product turns attention into results. Doubling it has the same effect on outcomes as doubling traffic — often at much lower cost.
Choose the right denominator
- Per session or per user — be consistent, because they give different numbers.
- Per stage: product page to cart, cart to checkout, checkout to purchase. See sales funnel.
- Per channel and device: mobile and desktop, search and social often differ significantly.
What influences it
- Match between the visitor's intent and the page's offer.
- Clarity of the offer, price information and trust signals.
- Form length and usability. See website forms that convert.
- Speed and mobile experience.
- Payment and delivery options.
Comparing fairly
Industry averages from other markets rarely apply. Compare your own pages, channels and periods, and consider seasonality and traffic mix. A low conversion rate from a broad awareness campaign is not the same problem as a low rate on a checkout page.
[ 02 ]
FAQ
Frequently asked questions
What is a good conversion rate?
It depends on product, price, traffic source and definition. Track your own baseline and improve it.
How do we improve it?
Find where visitors drop off, understand why, and test changes. See A/B testing.