How it works
Conversion rate is the share of visitors who complete the action you care about: a purchase, signup, demo request or download.
Add your average order value to see revenue per visitor, which combines traffic quality and order size into one number you can compare across channels. A goal rate shows what a realistic improvement would be worth.
Be consistent about the denominator. Sessions, unique visitors and ad clicks each give a different rate for the same conversions.
Formula
Conversion rate = Conversions ÷ Visitors × 100. Revenue per visitor = Revenue ÷ Visitors.
Questions people ask
What is a good ecommerce conversion rate?
Many online stores convert roughly 1–4% of sessions. Rates depend heavily on price point, traffic source and device; returning visitors and email traffic usually convert far better than cold social traffic.
Should I use sessions or users?
Either works if you stay consistent. Sessions give a lower rate because one person can visit several times before buying; users give a higher rate.
How many visitors do I need to trust a change in conversion rate?
More than most people expect. Detecting a lift from 2% to 2.4% with standard statistical confidence typically takes tens of thousands of visitors per variation, so run A/B tests long enough before deciding.