Conversion Optimisation
Conversion Rate
Plain English
The percentage of people who do what you want them to do.
Definition
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term rate is the percentage of users who complete a desired action compared to the total number of users.
In practice
Calculated by dividing glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term by total users and used to measure glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term of journeys, pages, or campaigns.
In context
It moves for reasons that have nothing to do with the page. A cheaper glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term source lowers it while revenue rises, which is why it is a poor number to judge on its own.
The reality
Improving glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term rate is rarely about one fix - it’s usually a combination of reducing glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term, improving glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and building trust.
Compared with
Conversion Rate vs Conversion Volume
Rate is the percentage who convert; volume is how many. Rate can climb while volume falls if glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term drops. Optimising rate alone can quietly shrink the business.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is conversion rate?
It is the percentage of users who complete a desired action.
How do you calculate conversion rate?
By dividing glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term by total users and multiplying by 100.
Why is conversion rate important?
It measures how effectively a product or page drives actions.
How do you improve conversion rate?
By reducing glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term, improving glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and optimising glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term.
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