Also called CVR
Conversion rate is the share of visitors who complete the action a page was built for, calculated as conversions divided by visitors.
A conversion is whatever you decided the page exists to produce: a purchase, a sign-up, a booking. Deciding that before you measure is most of the work, because a page with three candidate conversions has three rates and no verdict.
Conversion rate is the metric that resists vanity. Traffic can be bought, followers can be accumulated, impressions inflate on their own; conversion rate only moves when the page gets better at persuading or the traffic gets better matched. That makes it the honest number in a set of flattering ones.
Small denominators lie. At 40 visitors, one extra buyer moves the rate by 2.5 points, which is noise dressed as a result. Wait for volume before acting on a change.
In practice
A booking page taking 300 visits and 21 bookings converts at 7%. Adding testimonials and re-testing at 300 visits is a test; re-testing at 30 is a coin flip.
Common mistake
Optimising the rate while ignoring the audience. Narrowing traffic to your warmest followers raises the rate and can lower total revenue.
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