Conversion Rate
Conversion rate is the percentage of people who complete a desired action (such as a purchase, sign-up, download, or form submission) out of the total number who had the opportunity to do so. It is a core measure of how effectively a page, campaign, or funnel turns interest into action.
It is calculated as conversions divided by total visitors (or sessions, or recipients), multiplied by 100. For example, 50 sign-ups from 1,000 visitors is a 5% conversion rate. Marketers track it at each funnel step and run A/B tests to improve copy, design, and offers, a practice known as conversion rate optimization (CRO).
A common pitfall is comparing conversion rates across different actions or traffic sources without context, since intent and audience vary widely. Define the specific action and denominator clearly, and read it alongside bounce rate and downstream revenue.
Last updated: 14 June 2026