Conversion Rate

Category: Metrics

The percentage of visitors or recipients who complete a target action.

Conversion Rate = conversions ÷ opportunities × 100. Define the numerator (form fills, purchases, demo requests) and denominator (unique visitors, sessions, opens) consistently across dashboards or you'll spend meetings arguing over whose number is right. Median B2B website conversion is 2 to 3%; median B2C ecommerce is 2 to 4%. Anything you improve materially compounds.

Related terms

• CRO (Conversion Rate Optimization)
• Funnel
• Landing Page

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.