The percentage of users who complete a defined goal out of the total number of eligible visitors or interactions.
A core measure of how effectively a marketing experience produces the intended result.
Short and sweet:
The percentage of users who complete a defined goal out of the total number of eligible visitors or interactions.
A core measure of how effectively a marketing experience produces the intended result.
See also: Conversion, Conversion Rate Optimization, Landing Page
Conversion rate divides the number of conversions by the total number of visitors or sessions, expressed as a percentage, giving a standardized way to judge how effectively traffic is turning into whatever action actually matters for a given page or campaign. Because it’s a ratio rather than a raw count, it lets a small site with less traffic be compared fairly against a much larger one, since what matters is the percentage of visitors converting rather than the sheer volume. Even a small improvement in conversion rate, since it applies to all existing traffic without needing more of it, can often be a cheaper path to more revenue than simply spending more to attract additional visitors.
An e-commerce store converting 3 out of every 100 visitors into buyers has a conversion rate of 3 percent, a figure most online retailers treat as a solid industry benchmark.
A landing page redesign that lifts sign-ups from 2 percent to 5 percent of visitors has effectively doubled this figure without spending a dollar more on traffic.
Email marketers track this number separately from open rate, since a message might get opened by thousands of people but still convert only a small handful into actual customers.
