conversion rate
The share of visitors or users who complete a desired action, such as buying or signing up.
Definition
Conversion rate is calculated by dividing the number of people who complete a goal by the total number who had the opportunity. For example, if a page has a thousand visitors and thirty buy, the conversion rate is three percent. The goal can be a purchase, form submission or download. It depends heavily on traffic quality, offer, price and page experience, so comparing rates across different businesses can mislead. Agencies often work to improve it by testing pages, messages and flows.
In a sentence
The new checkout raised the conversion rate from the previous level.
Traffic from email converted at a higher rate than traffic from display ads.
