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Conversion rate is an essential metric in digital marketing and an important KPI. It represents the percentage of visitors to a website who complete a desired action in relation to the total number of visitors. This desired action can vary depending on the website’s objective: it could be a purchase, a newsletter subscription, downloading a resource, among others.

For example, if a website receives 1,000 visits in a month and 50 of those visitors make a purchase, the conversion rate for that month would be 5%. This metric is fundamental to evaluate the effectiveness of a website or marketing campaign in terms of achieving the desired objective.

Increasing the conversion rate is often a primary goal for marketers, as a higher conversion rate generally translates into a better ROI. A/B testing, user experience optimization and audience segmentation are some of the strategies used to improve conversion rate.