Conversion Rate Definition as used in UX and web analytics

Conversion Rate: Definition as used in UX and web analytics

Defining Conversion Rates

Definition : The conversion rate is the percentage of users who take a desired action . The archetypical example of conversion rate is the percentage of website visitors who buy something on the site.

Example : An ecommerce site is visited by 100,000 people during the month of April. During that month, 2,000 users purchased something from the site. Thus, the site’s conversion rate is 2,000/100,000 = 2%.

There is room to tighten the definition somewhat:

  • How do we count the baseline number of «users» ? Only as unique visitors, or do we count a person for as many times as they visit during the measurement period?...





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Conversion Rate: Definition as used in UX and web analytics | Banner Blindness: The Original Eyetracking Research, 10-year research overview

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