Metrics
Conversion Rate
The percentage of visitors who complete a desired action.
Definition
Conversion rate is one of the highest-leverage numbers in marketing. Doubling it effectively halves your cost per customer, which is why improving landing pages often beats chasing cheaper traffic.
Formula
Conversion Rate = (Conversions ÷ Visitors) × 100
Example
A landing page with 5,000 visitors and 100 sales converts at 2%. Ecommerce typically sees 1-3%; lead-gen pages can reach 5-15%.