Your conversion rate is the percentage of visitors who do the thing you want - buy, call, sign up, fill out a form. If 100 people visit and 3 book a call, that's a 3% conversion rate.
Also known as: CVR, conversion percentage
In plain English
Conversion rate measures what percentage of your visitors complete your desired action - purchase, inquiry, signup, call. It's the efficiency of your site: same traffic, better rate means more customers without spending more on marketing.
Why it matters for your business
Improving conversion rate is often cheaper than getting more traffic - fixing a leaky funnel beats pouring more visitors into it. A 1% to 2% improvement doubles your leads from the same audience.
When you'll run into it
When measuring marketing results, evaluating page performance, or deciding where to invest - speed, design, and copy changes should be judged by conversion impact.
A real example
Example: 1,000 people visit your pricing page this month and 23 request a quote - a 2.3% conversion rate. Improving the headline, adding a testimonial near the form, or shortening the form can move that to 3% without spending another dollar on ads.
Run into this on your site?
Speed Optimization