What Is Conversion Rate?

Conversion rate is the percentage of visitors who complete a desired action on a website, such as making a purchase, filling out a form, or signing up for a newsletter.

Example

If 1,000 people visit a landing page and 30 of them submit a contact form, that page has a conversion rate of 3%.

Why it matters

Conversion rate connects traffic to actual business outcomes, making it a more meaningful success metric than traffic volume alone, since a smaller amount of highly relevant traffic can outperform a much larger amount of unqualified visitors.