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Conversion Rate
Definition
The percentage of visitors who take a desired action.
Information
The desired action can take many forms, varying from site to site.
Examples include sales of products, membership registrations, newsletter subscriptions,
software downloads, or just about any activity beyond simple
page browsing.
A high conversion rate depends on several factors, all of which must be satisfactory
to yield the desired results -- the interest level of the visitor, the attractiveness
of the offer, and the ease of the process.
The interest level of the visitor is maximized by matching the right visitor,
the right place, and the right time.
The attractiveness of the offer includes the value proposition and how well
it is presented. It is worth noting that small, impulse items typically have a
higher conversion rate than large, shopping items.
The visitor's ease of completing the desired action is dependent on site usability which
includes intuitive navigation and fast loading pages.
Synonyms
sales conversion rate (for sales)
registration conversion rate (for registrations)
Related Terms
cost-per-action (CPA),
customer acquisition cost
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