The percentage of visitors who take a desired action.


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 to connect with the user.

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


Modern marketers use many types of tools to understand visitors and help increase conversion rates. Now days, it is common for companies to include of these several optimization tools bundled together.

Observation– Mouseflow– session replay, heatmaps, funnels and form reporting.
ongoing offer: free trial or free plan – check for new discounts

Testing – Omniconvert – A/B Testing, plus surveys, segmentation and personalization.
ongoing offer: 30 day free trial – check for new discounts

see also: Digital Marketing Tools

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Conversion Optimization Courses – compare your options at the big list of online courses.

Early Articles on Conversion

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

Related Terms

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

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary