Conversion Rate — what is it?

The percentage of people who see a page or ad and complete the desired action (purchase, form, sign-up).

Conversion rate is the number of visitors who complete a target action divided by total visitors. The action may be a purchase, a quote form, a newsletter sign-up or a download.

Conversion rate optimisation (CRO) is the systematic testing of page, offer and flow to get more results from the same traffic.