Definition
Conversion rate is the share of visitors or clicks that complete a desired action, such as a purchase. It links ad performance to business results.
Conversion rate explained
Small improvements in conversion rate lower CPA directly. Common levers include page speed, clear pricing, reviews and a simple checkout.
Formula
Conversion rate = conversions ÷ visitors × 100
Example
Out of 2,000 visitors, 50 buy, a conversion rate of 2.5%.
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