What is conversion rate?
Conversion rate is the share of visitors who take the action a page is built for.
Definition
If 1,000 people visit a page and 30 sign up, its conversion rate is 3%. What counts as a conversion depends on the page: a purchase, a booking, a sign-up or a download.
Why it matters
It tells you how well the page does its job, independent of how much traffic it gets. Doubling conversion rate is often easier than doubling traffic.
How to get it right
- Define one conversion per page.
- Measure it before changing anything.
- Change one thing at a time.
- Compare by traffic source, since visitors differ.
Mistakes to avoid
- Counting clicks as conversions
- Judging after a handful of visits
- Changing several things at once
Related terms
- A/B testingA/B testing compares two versions of a page by showing each to a share of visitors and measuring which converts better.
- Call to action (CTA)A call to action is the button or link that asks the visitor to take the page's main next step.
- Landing pageA landing page is a single page built to turn a specific visitor into a specific action.
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More conversion terms
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The things people ask before they start building.
What is conversion rate?
Conversion rate is the share of visitors who take the action a page is built for. If 1,000 people visit a page and 30 sign up, its conversion rate is 3%. What counts as a conversion depends on the page: a purchase, a booking, a sign-up or a download.
Why does Conversion rate matter?
It tells you how well the page does its job, independent of how much traffic it gets. Doubling conversion rate is often easier than doubling traffic.
How do you get conversion rate right?
Define one conversion per page. Measure it before changing anything. Change one thing at a time. Compare by traffic source, since visitors differ.
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