Conversion Rate
Conversion Rate (CVR) is the percentage of people who complete a desired action (a purchase, sign-up, demo request, or download) out of everyone who had the chance to. You calculate it by dividing conversions by total visitors or sessions and multiplying by 100.
Conversion rate is the core measure of how well a landing page, funnel, or campaign turns interest into outcomes. Teams track it per channel, per page, and per step to find where prospects drop off, then run A/B tests on copy, layout, and offers to lift it.
A common pitfall is comparing conversion rates across stages with different denominators, which produces misleading numbers. Always define exactly which audience and which action you are measuring, and pair it with click-through rate to see the full picture.
Last updated: 14 June 2026