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What is a conversion rate?

MarketingLesson on requestFree to read

Quick answer

A conversion rate is the percentage of visitors who take a desired action — like buying, signing up, or clicking. It's a key marketing metric because it shows how effectively a page or campaign turns interest into results. It's the share of visitors who complete a goal action.

Key things to understand

  1. It's the share of visitors who complete a goal action.
  2. Calculated as conversions ÷ total visitors, as a percentage.
  3. Higher rates mean more results from the same traffic.
  4. It's improved through testing and better user experience.

People also ask

What is a conversion rate?
The percentage of visitors who take a desired action, like making a purchase or signing up.
How do you calculate conversion rate?
Divide the number of conversions by the total number of visitors, then multiply by 100.
What is a good conversion rate?
It varies by industry, but a few percent is common; the goal is steady improvement through testing.