What is conversion rate?
The conversion rate is the percentage of users who complete a desired action relative to the total number of visitors or interactions. It's an essential metric in digital marketing because it reveals the real effectiveness of your website, landing page or ad campaign in turning traffic into business results.
Conversion rate formula
Conversion Rate = (Conversions / Visits) × 100 If you work with a multi-stage sales funnel, you can calculate the conversion rate at each step:
Visits → Leads = (Leads / Visits) × 100
Leads → Sales = (Sales / Leads) × 100 Practical example with funnel
- Total visits: 10,000 sessions
- Leads generated: 600 users added products to cart
- Sales completed: 120 purchases
- Visits → Leads: (600 / 10,000) × 100 = 6%
- Leads → Sales: (120 / 600) × 100 = 20%
- Visits → Sales (overall): (120 / 10,000) × 100 = 1.2%
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Want to measure overall profitability? Use our Marketing ROI Calculator.
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How much does each conversion cost you? Find out with the CPA Calculator.