Conversion rate(CR)
Conversion and UX
Conversion and UX
Conversion rate (CR) is the share of visitors who take the desired action: buy, request, call or subscribe.
Always break it down by source and device. An average hides the fact that brand traffic often converts five times better than cold ad traffic.
A higher rate is not a goal in itself. Doubling CR with a discount while halving margin gains you nothing.
In practice
Comparing your rate to industry averages says little; compare it to your own numbers from last month or last year.
Related terms
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- Average order valueAverage order value is revenue divided by number of orders. Alongside traffic and conversion rate it's the third lever you can pull.
- A/B testIn an A/B test you show two versions of a page or element to comparable groups of visitors and measure which performs better on one predefined goal.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.