Definition
Conversion rate is the share of people who complete a goal out of everyone who could have: visitors who sign up, trial users who pay, shoppers who order.
Formula
Conversion rate = conversions ÷ visitors (or users) × 100, with both counted the same way over the same period.
Example
240 orders from 12,000 visitors is a conversion rate of 2%. Try the conversion rate calculator.
Getting it right
- Count people, not page loads: automated traffic inflates the denominator and lowers the rate.
- Record conversions on your server, where they happen.
- Break it down by source and device to find where to improve.
See conversion tracking.