Conversion rate measures how effectively your website converts visitors into customers or leads. It's calculated by dividing conversions by total visitors.
Calculating conversion rate
Conversion rate = (Conversions / Visitors) × 100
Example:
- 50 purchases from 2000 visitors = 2.5% conversion rate
Types of conversions
Macro conversions
Primary goals:
- Purchases
- Subscriptions
- Account signups
Micro conversions
Secondary actions:
- Newsletter signups
- Content downloads
- Video views
- Add to cart
Factors affecting conversion rate
- Page load speed
- User experience
- Trust signals
- Clear CTAs
- Mobile optimization
- Pricing
- Content quality
Performance and conversions
Studies show:
- 1 second delay can reduce conversions by 7%
- 53% of mobile users leave if page takes >3 seconds
- Core Web Vitals correlate with conversion rates
Improving conversion rate
- Speed up your site
- Simplify checkout/signup
- A/B test CTAs
- Build trust (reviews, security)
- Optimize for mobile
Related Terms
Engagement Rate
In GA4, the percentage of sessions that were engaged sessions, where users actively interacted with the page.
Google Analytics
A web analytics service by Google that tracks and reports website traffic, user behavior, and conversion data.
Page Views
A metric that counts the total number of times a specific page on a website has been viewed by visitors.
Session
A group of user interactions with a website that take place within a given time frame, typically ending after 30 minutes of inactivity.