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What is a Conversion Rate?

 , updated on July 07, 2023
A conversion rate is the percentage of customer visits that result in a purchase or other marketing goal such as a lead. This is a common metric for designing, tuning, testing, optimizing and evaluating marketing initiatives such as advertising or sales.

Formula

The formula for calculating a conversion rate:

Conversion rate = (Number of conversions / # visitors) × 100

Example

A landing page has 100,000 visitors and this generates 1,200 leads.
Conversion rate = 1200/100,000 × 100 = 1.2%
Overview: Conversion Rate
Type
Definition
The percentage of customer visits that result in completion of a goal such as a sale.
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