Conversion rate
Conversion rate is the percentage of visitors who complete a chosen goal, such as sending an enquiry, booking a call or buying a product. It is calculated by dividing the number of conversions by the number of visitors, then multiplying by 100.
In practice
What it means when you are the one making the decision.
The goal must be defined before the number means anything. A site might measure form submissions, phone taps, WhatsApp clicks or bookings, and each has a different value. Tracking each as a separate event shows which paths work.
Improving conversion rate is rarely about one trick. It usually comes from a clearer message, faster pages, fewer form fields, visible proof and a better match between the ad or search that brought the visitor and the page they land on. Test one change at a time to learn what helped.
Example
If 1,000 people visit a landing page and 30 send an enquiry, the conversion rate is 3%. Cutting the form from seven fields to four is a change worth testing.
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