Conversion Rate

Conversion rate is the percentage of website visitors who complete a desired action (a "conversion").

How It's Calculated

Conversion Rate = (Number of Conversions ÷ Total Visitors) × 100%

Example: If your site receives 1,000 visitors and 30 make a purchase, your conversion rate is 3%.

Types of Conversions

Conversions vary by business type:

• E-commerce: Purchases, add-to-carts
• B2B: Form submissions, demo requests
• Content: Newsletter signups, downloads
• SaaS: Free trial signups, upgrades

Benchmarks

Average conversion rates by industry:

• E-commerce: 1-4%
• B2B: 2-5%
• SaaS: 3-5%
• Finance: 5-10%

Your specific audience and offering will affect what's considered "good."

Improving Conversion Rates

Focus on these factors:

• Clear calls-to-action
• Streamlined user journey
• Relevant landing pages
• Fast load times
• Mobile optimization

Related Metrics

• Micro-conversions: Smaller steps in the conversion process
• Conversion Value: The monetary value of each conversion
• Cost Per Conversion: How much you spend to acquire each conversion