Conversion Rate (CVR) is the percentage of visitors or users who complete a desired action — such as a purchase, sign-up or enquiry — out of the total who had the chance to.
Conversion rate = (Conversions ÷ Total visitors) × 100
50 enquiries from 2,000 visitors is a 2.5% conversion rate. Define ‘conversion’ clearly — a sale, a lead, a signup — and measure each separately.
It varies hugely by industry, traffic source, device and what counts as a conversion. Rather than chase a benchmark, measure your baseline and improve it — a relative lift on your own rate is what adds revenue. It is the core metric of CRO.
It depends on your industry, traffic source and what you count as a conversion, so there is no universal benchmark. Measure your own baseline and focus on improving it — a relative lift is what matters.
Divide the number of conversions by the total number of visitors (or sessions) and multiply by 100. Define the conversion clearly, such as a purchase, lead or sign-up.
Match the landing page to the visitor's intent, remove friction, strengthen your proof and value proposition, and A/B test changes — the discipline of conversion rate optimization (CRO).
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