Conversion rate
Conversion rate is the percentage of website visitors who take the desired action - an order, an enquiry, a registration.
It is calculated simply: the number of conversions divided by the number of visits, times 100. A website with 1,000 visitors a month and 10 orders has a conversion rate of 1%.
A below-average website converts at around 1%, a well-built website at around 3% - that is the conservative model behind the loss calculator on the home page (see the detailed breakdown of the methodology). The difference between 1% and 3% at the same traffic means three times as many orders without having to find a single additional visitor.
Conversion rate is not improved by a single intervention - it is the sum of dozens of small points of friction: slow loading, a confusing form, missing mobile optimization, an untrustworthy design. A conversion rate audit finds the specific places where it is lost, ranked by impact.
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