What is Conversion Rate?
Metrics That Matter
Quick Answer
Definition
Conversion Rate is the percentage of website visitors who complete a desired goal (a "conversion") out of the total number of visitors. A conversion can be a purchase, a form signup, or a phone call. It is the clearest indicator of marketing effectiveness.
The Formula
(Conversions ÷ Total Visitors) × 100%
Example: If 100 people visit your site and 2 buy something, your conversion rate is 2%.
What is a Good Conversion Rate?
Benchmarks vary by industry, but typically:
- E-commerce: 1% - 3%
- B2B Services: 2% - 5%
- Landing Pages: 5% - 15%