Conversion rate
The share of people who visit a page or click an ad and then take the desired action, such as buying, filling in a form or calling.
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Why it matters
The conversion rate shows how useful the traffic is; doubling the rate with the same budget doubles the number of customers. The clarity of the offer, page speed, trust signals and an easy form directly affect it. Comparisons should be made within the same channel and the same kind of traffic.
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Example
A quote form has twelve fields, and one percent of visitors submit it. Once the fields are cut to five and the rest is asked during the call, the rate rises to three percent.
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Common mistake
Looking at a single conversion rate for the whole site. A visitor from a brand search and a first-time visitor convert at very different rates; it should be analysed by channel and page.
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Related terms
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