What Is Conversion Rate?
Conversion rate is the percentage of visitors to a website or landing page who complete a desired action — such as making a purchase, filling out a form, or signing up — out of the total number of visitors.
Why it matters
Conversion rate measures how effectively your site turns traffic into results, making it one of the most important metrics in digital marketing. Doubling your conversion rate has the same effect as doubling your traffic — but usually costs far less. It applies to both SEO and PPC: driving clicks is only valuable if those visitors take action, so conversion rate optimization (CRO) often delivers the highest ROI.
Example
If a landing page receives 2,000 visitors in a month and 60 of them submit a contact form, the conversion rate is 60 ÷ 2,000 × 100 = 3%.
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