Seratus orang masuk ke sebuah toko dan dua puluh lima di antaranya membeli sesuatu. Tingkat konversinya adalah 25 persen. Ini mengukur persentase pengunjung yang menjadi pembeli.

Physical retailers estimate conversion with door counters and transaction data. Online stores calculate it precisely by dividing completed orders by sessions or unique visitors. Low conversion suggests problems with pricing, assortment, stock availability, or the buying experience itself. High conversion indicates that the offer and the environment are well matched to the traffic.

Improving conversion is often more profitable than simply increasing traffic. Changes in layout, staff training, website speed, or checkout design can lift the rate. Retailers segment conversion by channel, time of day, and customer type to locate the biggest opportunities. The metric remains one of the most watched indicators of retail health.

• Percentage of visitors who make a purchase
• Applies to both physical and online stores
• Reveals effectiveness of merchandising and experience
• Often more leveraged than traffic growth alone