Conversion rate is the percentage of visitors to a website, app, or marketing campaign who take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It is a key performance indicator in digital marketing and e-commerce.

Conversion rate is calculated as conversions divided by total visitors, multiplied by 100. Improving conversion rate involves optimising user experience, page speed, calls to action, trust signals, and audience targeting. Small improvements can significantly increase revenue.

Key points

• Percentage of visitors who convert
• Desired action varies by goal
• Key digital marketing metric
• Improved through UX and targeting