Conversion Rate / Marketing Terms Conversion Rate Conversion rate is a key performance metric that measures the percentage of users who complete a desired action out of the total number of visitors. This action could be making a purchase, filling out a form, signing up for a newsletter, registering for an event or donating to a cause. The conversion rate is calculated by dividing the number of conversions by the number of visitors and multiplying the result by 100. For example, if 50 out of 1,000 visitors complete a goal, the conversion rate is 5 percent. Conversion rate is used across websites, landing pages, email campaigns and digital ads to evaluate effectiveness and guide optimisation strategies. High conversion rates generally indicate that the content, design and user experience are aligned with user intent. A low conversion rate may signal issues with page layout, call to action clarity, load speed, trust signals or targeting accuracy. Benchmark rates vary by industry, channel and goal type, but tracking changes over time is the best way to measure improvement. Improving conversion rate often involves a mix of copywriting, design, usability testing and data analysis. Strategies include simplifying forms, improving page speed, enhancing mobile experience, rewriting calls to action and removing friction from the user journey. Tools like Google Analytics, HubSpot, Unbounce and Hotjar can help track conversion paths, identify drop-off points and test new ideas. For nonprofits, raising the conversion rate of donation or volunteer sign-up pages can significantly increase impact without needing to grow traffic. For B2B and SaaS brands, higher conversion rates lead to better return on ad spend and lower acquisition costs.