Conversion Rate
Also known as: CVR
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
Conversion rate is the bridge between traffic and revenue. Doubling it has the same effect on sales as doubling your traffic — but usually costs much less. That is why conversion rate optimization (CRO) is often the highest-leverage work on a website.
What counts as a conversion depends on your goal — a big one (sale, qualified lead) or a small one (newsletter sign-up, add to cart). Defining the right action is the first step to improving it.
Benchmarks vary a lot — e-commerce often sits at 1–3%, while a focused landing page can convert much higher. Compare against your own past numbers, not generic industry averages.
Formula
Conversion Rate = (Conversions ÷ Visitors) × 100
Example
A landing page with 5,000 visitors and 150 sign-ups converts at (150 ÷ 5,000) × 100 = 3%.
Frequently asked questions
How can I improve my conversion rate?
Make your main offer clear at the top of the page, reduce form friction, add trust signals (reviews, guarantees), improve page speed, and A/B test your headlines and buttons. Small tested changes add up to big gains.
Related terms
Landing Page
A landing page is a standalone page built around a single goal — usually capturing a lead or making a sale — that visitors 'land' on from an ad, email, or campaign.
A/B Testing
A/B testing compares two versions of a page or asset by splitting traffic between them, then measuring which performs better against a defined goal.
Customer Acquisition Cost (CAC)
CAC (Customer Acquisition Cost) is the total sales and marketing cost required to win one new paying customer over a given period.
Marketing Funnel
A marketing funnel is the journey a person takes from first discovering your brand to becoming a customer, usually framed as awareness, consideration, and decision stages.
Bounce Rate
Bounce rate is the percentage of visitors who land on a page and leave without taking any further action or visiting a second page.
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