Conversion Rate is the percentage of users or sessions that complete a desired action, such as a purchase, registration or lead submission.
How it works
The denominator must be consistent. In ecommerce, orders divided by sessions is common, while other contexts may require users, leads or visits to a specific funnel step. Segmenting by device, channel and customer type prevents misleading averages.
Practical example
If 2,000 sessions generate 40 orders, conversion rate is 2%. Increasing it to 2.4% with the same traffic means generating 48 orders instead of 40.
Why it matters
It is a core CRO metric because it connects traffic quality, user experience, commercial offer and the site’s ability to turn intent into outcomes.
What to watch
Comparing conversion rates across periods or channels without considering traffic mix, promotions and seasonality can lead to incorrect conclusions.