Conversion Rate
The percentage of visitors who complete a desired action.
Conversion Rate is the percentage of visitors who complete a specific desired action: making a purchase, submitting a lead form, signing up for an email, downloading a resource. It's the foundational metric for measuring website and landing page effectiveness.
Average conversion rates vary dramatically by industry and conversion type. E-commerce averages 2-3%. B2B lead-gen often runs 5-15%. SaaS free-trial signups can hit 25%+ on optimized pages. Benchmarks are useful but the right baseline is your own historical performance.
Conversion Rate = (Conversions / Total Visitors) × 1001,000 visitors and 30 leads. Conversion rate = 30 / 1,000 = 3%.
Frequently asked questions
Why is my conversion rate dropping?
Common causes: increase in low-quality traffic, broken conversion tracking, site performance issues, new competitive offers in market, seasonal patterns. Always check traffic source and quality first.
Related terms
The practice of increasing the percentage of website visitors who take a desired action.
A standalone web page designed to convert visitors into leads or customers for a specific campaign.
An experiment that compares two versions of a webpage, email, or ad to see which performs better.
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