Conversion Rate
The percentage of visitors who take the action you wanted — buy, sign up, or book.
Conversion rate is the share of people who did the thing you were hoping for, out of everyone who had the chance to. If 200 people visit your sales page and 10 buy, that is a 5% conversion rate. You can measure it for any step — a checkout, a signup form, a booked demo — and it is one of the clearest measures of how well your website and offer actually persuade.
Small improvements here ripple through everything: a higher conversion rate means every visitor, ad click, and email is worth more, without spending an extra cent on traffic. That is why it is often cheaper to improve your conversion rate than to buy more visitors. Track it step by step to see exactly where people drop off.
Why it matters
Improving it makes all your existing traffic and ad spend more profitable at once — often the highest-leverage number you can move without a bigger budget.