What is Conversion Rate?
Conversion rate is the percentage of visitors to your website or landing page who complete a desired goal (conversion) out of the total number of visitors. It’s one of the most important metrics in digital marketing.
Conversion Rate Formula
Conversion Rate = (Number of Conversions / Total Visitors) × 100
If 50 out of 1,000 visitors make a purchase, your conversion rate is 5%.
Industry Benchmarks
- E-commerce: 2-4% average
- B2B Lead Generation: 2-5% average
- SaaS Free Trial: 3-5% average
- Landing Pages: 5-15% (varies widely)
Conversion Rate Optimization (CRO)
CRO involves systematically improving your conversion rate through testing and optimization. Key tactics include improving page speed, simplifying forms, adding social proof, strengthening CTAs, and removing friction from the user journey.