Conversion rate
The percentage of a defined audience that completes a chosen action, such as subscribing, registering, or purchasing.
Conversion rate is completed conversions divided by an eligible audience or visit count, multiplied by 100. Start by naming the action and denominator: newsletter signups per landing-page visitor, purchases per email recipient, or registrations per session.
If 40 of 1,000 landing-page visitors subscribe, signup conversion is 4%. That is different from the percentage of existing subscribers who buy a product. The two rates describe different steps and should not share a benchmark.
Define the time window and counting method as well. Repeat purchases, repeat visits, and delayed actions can change a report. A conversion rate measures observed outcomes under those rules; it does not by itself prove which content caused the action.
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