CR – Conversion Rate

Definition

The Conversion Rate (CR) indicates the percentage of visitors who complete a defined goal action (conversion) – e.g., making a purchase, submitting a form, or registering. CR is the central efficiency metric in performance marketing as it directly measures the success of landing pages, ads, and the entire funnel.

Formula

Example

A landing page receives 2,000 visitors and generates 60 purchases. The conversion rate is (60 / 2,000) × 100 = 3%. In e-commerce, the average CR is 2-3%, for lead generation 5-15%.

Optimization Tips

Run A/B tests on your landing pages. Simplify forms and the checkout process. Use social proof (reviews, testimonials). Optimize the mobile user experience. Use urgency elements sparingly.