Conversion Rate
The percentage of website visitors who complete a desired action, such as making a purchase, filling a form, or signing up. A key ecommerce metric.
Conversion rate is the percentage of website visitors who complete a specific desired action, known as a conversion. For an ecommerce store, a conversion is typically a completed purchase. For a service website, it might be a contact form submission or a phone call.
Conversion rate is calculated as: (number of conversions / total visitors) x 100. The average ecommerce conversion rate is 1 to 4%. Factors that affect conversion rate include page speed, trust signals, product presentation, checkout friction, mobile usability, and the clarity of your calls to action.