Conversion Rate

Definition

The percentage of visitors who take a desired action.

Information

The desired action can take many forms, varying from site to site. Examples include sales of products, membership registrations, newsletter subscriptions, software downloads, or just about any activity beyond simple
page browsing.

A high conversion rate depends on several factors, all of which must be satisfactory to yield the desired results — the interest level of the visitor, the attractiveness of the offer, and the ease of the process.

The interest level of the visitor is maximized by matching the right visitor, the right place, and the right time.

The attractiveness of the offer includes the value proposition and how well it is presented. It is worth noting that small, impulse items typically have a higher conversion rate than large, shopping items.

The visitor’s ease of completing the desired action is dependent on site usability which includes intuitive navigation and fast loading pages.

Synonyms

n/a

Related Terms

cost-per-action (CPA), customer acquisition cost

Sites

Future Now Inc – conversion rate consultants.

Articles

Increase Conversion Rate with your Yahoo Store
Yahoo Store Blog (November 29, 2004)

How to Increase Conversion Rate 1,000 Percent
ClickZ (February 28, 2003)

How to Decrease Sales by 90 Percent
ClickZ (February 21, 2003)

Two Steps to Spike Acquisition, Conversion, and Retention
ClickZ (February 14, 2003)

Seven Ways to Boost Conversion Rates
ClickZ (September 13, 2002)

Conversion Rates? What Do You Track?
ClickZ (January 15, 2002)

The Artful Science of Conversion
ClickZ (October 1, 2001)

Conversion Is Music to My Ears
ClickZ (September 17, 2001)

If You’re So Good, Sell Me
ClickZ (July 16, 2001)

Increasing Your Conversion Rates
ClickZ (June 4, 2001)

Experience the Power of Conversion
ClickZ (March 8, 2001)