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Analytics & Conversion

Conversion Rate

Conversion rate measures the share of a defined visitor group that completes the desired action.

Conversion rate measures the share of a defined visitor group that completes the desired action. Reliable use requires a clearly defined metric, sound data, and privacy-conscious analysis. The concept is closely related to Conversion and Conversion Rate Optimization.

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Conversion

Conversion Rate Optimization

A/B Test

FAQ

Conversion Rate

Why can a rising conversion rate be misleading?
It can rise because fewer but better-matched visitors arrive while absolute inquiries fall. Measurement changes, seasonal effects, or small samples also distort the value. Rate and absolute numbers therefore belong together, supplemented by segments and, for tests, a statistical confidence measure.
What is a good conversion rate?
There is no universal benchmark. The rate depends on industry, offer, traffic source, target action, and price level; a newsletter signup converts differently than a purchase. Comparing against one's own history and against segmented groups is more meaningful. External benchmarks serve at best as a rough orientation.
How is conversion rate calculated?
Conversion rate is the number of conversions divided by the chosen base, such as visitors, sessions, or users, usually expressed as a percentage. The base changes the result considerably and must therefore stay constant. Only values with the same definition and time period are comparable.