Conversion Rate
The percentage of visitors who complete a desired action.
Conversion rate is the share of people who take a target action — signing up, booking a demo, or purchasing — out of everyone who had the chance. It's the core metric for marketing sites and checkout flows.
Conversion is improved through clear value propositions, trust signals, reduced friction, strong visual hierarchy, and a single obvious next step.
Key characteristics
- The percentage of users who complete a desired action out of those who could.
- Calculated as conversions ÷ total visitors (or eligible users) × 100.
- Improved through conversion-rate optimisation (CRO): clarity, trust, friction reduction.
- Small percentage gains compound into large revenue changes at scale.
Example
If 1,000 visitors land on a pricing page and 30 start a trial, the conversion rate is 3% — and lifting it to 4% is a 33% increase in trials from the same traffic.
Frequently asked questions
What is a good conversion rate?
It depends heavily on industry, traffic source and the action measured. Rather than chase a benchmark, measure your own baseline and improve it through testing.
How do you improve conversion rate?
Clarify the value proposition, reduce form and decision friction, add trust signals (proof, guarantees), strengthen the call-to-action, and validate changes with A/B testing.
Related terms
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