Formula
Conversion rate divides completed actions by visitors:
Conversion rate = conversions / visitors
The action can be a purchase, a signup, or another completed step, as long as you count it the same way in both fields.
Assumptions
- Each conversion belongs to one of the visitors.
- You are measuring one action, not revenue.
Worked example
150 conversions from 5,000 visitors is a conversion rate of 3.00%.
Input definitions
- Visitors
- People who had a chance to convert.
- Conversions
- People who completed the action. The count cannot exceed visitors.
Limitations
This page does not price the conversions. The sales conversion page turns a close rate and a deal size into expected revenue.
Questions
Is a click a conversion?
Only if that is the action you counted. Click-through rate uses impressions and clicks instead.
Can the rate be zero?
Yes. Zero conversions is a 0.00% rate.