What is the Conversion Rate?

The conversion rate is the percentage of visitors who complete a desired action on a website. Conversion rate = (conversions / sessions) x 100%. It is the most direct measure of the effectiveness of a landing page and the quality of the incoming traffic.

What affects the conversion rate?

The relevance of the traffic, page speed, the clarity of the CTA, the presence of social proof, UX and friction in the form or checkout. Every element that slows down or discourages the visitor lowers the conversion rate.

Measuring the conversion rate

Measure it in Google Analytics 4 by marking your most important events as key events (the name GA4 has used for conversions since 2024), or with conversion tracking in Google Ads. Segment by traffic source to see which channel delivers the best quality visitors.

Increasing the conversion rate

Through CRO: test hypotheses with A/B tests, analyse drop-off points with heatmaps and reduce friction in forms and checkouts.

What is a good conversion rate?

On average 1 to 3 percent for e-commerce. B2B lead generation: 2 to 10 percent. But the best benchmark is your own historical average.

Can I compare my conversion rate with competitors?

With caution. The definition of a conversion, traffic quality and business model differ per company. More at developers.google.com/search.