Glossary / Conversion Rate
Conversion Rate
Conversion rate is the percentage of visitors (or leads) who take a desired action — typically making a purchase, signing up, or starting a trial. It is calculated as conversions divided by total visitors. Conversion rate is the central efficiency metric for any acquisition funnel; small gains compound across every dollar of traffic.
Formula
Conversion rate (%) = Conversions / Total visitors × 100
Example
An e-commerce store gets 10,000 visitors and 200 of them place an order. Conversion rate is 2%. E-commerce benchmarks: 1-3% is typical; over 4% is strong. SaaS trial-to-paid conversion typically runs 10-25%.
Why it matters
Conversion rate determines how efficiently traffic translates to revenue. Doubling conversion rate from 2% to 4% doubles revenue at the same traffic level. It's also the cheapest growth lever — improving the funnel costs less than acquiring more traffic.
Related terms
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