Conversion Rate
The percentage of users who complete a desired action (e.g., purchase, sign-up) out of the total number of visitors.
Definition: The percentage of users who complete a desired action (e.g., purchase, sign-up) out of the total number of visitors.
Conversion rate is a key performance indicator (KPI) that measures the effectiveness of a product or marketing effort in achieving its goals.
Calculation
Conversion Rate = (Number of Conversions / Total Visitors) × 100
In UX Context
Usability improvements directly impact conversion rates. Common conversion blockers include:
- Confusing navigation
- Slow page load times
- Unclear calls-to-action
- Form friction
- Trust issues
Benchmarks
Average conversion rates vary by industry, typically ranging from 2-5% for e-commerce websites.
Related Terms
ROI (Return on Investment)
A financial metric that measures the profitability of an investment relative to its cost, expressed as a percentage.
Key Performance Indicator (KPI)
A metric explicitly chosen to track progress toward a specific business or product goal. Not every metric is a KPI—only the ones tied to decisions you will actually make.
Funnel Analysis
Tracking how users move through a sequence of steps and where they drop off. Shows you exactly where your process loses people—and how many.
Mentions in the Knowledge Hub
This term is referenced in the following articles: