Conversion Rate definition

The number of visitors to a website that take action beyond casual browsing and fulfil a goal defined by the webmasters or company behind the site. The goal is often money-orientated, such as buying a product or service, but isn’t always. Signing up for an email newsletter, or filling in their details to download a whitepaper, can also be classed as a conversion.

Some websites have offline goals, such as finding out about the company on the website and then visiting a showroom or making a phone call.

The conversion rate is calculated by dividing the number of goal achievements by the number of visitors to the site. What defines success differs widely based on the company and the industry – high-value products will always have lower conversion rates than low-value products but may point to a more successful website overall.