What is conversion rate?
Conversion rate is the share of visitors who take the action you defined as the goal: a signup, a trial, a purchase, a booked call. It is the single most-used CRO metric.
The conversion rate formula.
Conversion rate = conversions divided by visitors, times 100. Pick a window, pick a goal, and keep the definition stable across reports.
A worked example.
50 signups from 2,000 visitors is 50 / 2,000 × 100 = 2.5%.
What is a good conversion rate?
Cold paid traffic often sits at 2% to 5%. Branded and intent-driven traffic converts higher. Judge against your own baseline before any external benchmark.
Pair this with landing page conversion and funnel conversion for a fuller picture.
How to improve conversion rate.
Match the page to the intent of the traffic. Shorten the path to the action. Remove unnecessary fields. Then test changes with a real sample size, not a hunch.