Turning a visit into a client

Conversion rate

In plain terms

Out of a hundred visitors to a page, how many do what you expect of them.

Formula

Technical meaning

Conversions divided by visits, read by source and by page, never as an overall average. A low rate on well-targeted traffic signals a page problem; a high rate on vague traffic means nothing. Contrast tracks it at each stage of the journey to find where visitors stop.

Formula

Conversion rate = conversions ÷ visits × 100

See websites and landing pages

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