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What is Conversion rate?

Conversion rate is the share of visitors or clicks that took a target action such as a purchase, booking or inquiry.

Conversion Rate, CVR · Marketing Glossary · Updated

Conversion rate depends more on the landing page and consultation process than on the ad. Even with the same ad, conversion rate changes with the first screen of the landing page, the number of form fields and the contact methods.

Raising the conversion rate brings more inquiries for the same ad spend, which lowers CPA.

Formula

Conversion rate (%) = conversions ÷ visits (or clicks) × 100

Sample If 15 consultation requests came from 500 visits, the conversion rate is 3%.

Related terms

Landing pageA/B testCPAMarketing funnel

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