Conversion Rate
Conversion rate is the percentage of visitors who take the action you care about — buying, booking, submitting a form — out of everyone who had the chance. Fifty enquiries from 1,000 visitors is a 5% conversion rate.
Why it matters
It connects traffic to outcomes. More visitors mean little if none convert; a small lift in conversion rate can be worth more than a big jump in traffic, and far cheaper. It’s the number that turns “we got visitors” into “we got customers.”
Common misreading
Comparing your rate to a generic “good” benchmark. Conversion rate swings wildly by industry, traffic source, and what counts as a conversion. The honest comparison is your own rate over time, segment by segment.
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