Conversion rates

Key indicator that measures the proportion of visitors who have carried out a desired action on a website or application. This action can be a transaction, registration, content download, contact request or any other action defined as a conversion objective.

It is calculated according to the following formula:
Conversion rate (%) = (Number of conversions ÷ Total number of visitors) × 100

Why it's a central KPI:

The conversion rate is one of the most representative indicators of a site's business performance. It measures a site's ability to transform traffic into tangible value. It enables us to :

• Evaluate the effectiveness of user paths,
• Measure the impact of acquisition or activation campaigns,
• Prioritize optimization actions (CRO, UX, content, tunnels, etc.),
• Maximize marketing ROI without necessarily increasing traffic.

Examples of conversions :

• E-commerce: purchase, add to cart, subscribe to an offer,
• SaaS: free trial registration, demo request, paid subscription,
• Lead generation: filling in a form, downloading a white paper,
• Media content: newsletter registration, account creation, full viewing.

Contextual playback :

A conversion rate must always be analyzed in context, because :

• It varies according to traffic source, device, page typology or user segment,
• It can be influenced by traffic quality (e.g. organic vs. paid visits),
• It must be set against other indicators such as :
  • bounce rate,
  • average session length,
  • navigation depth,
  • or revenue per visitor (RPV) for a more complete business reading.

Conversion rate optimization (CRO) :

Improving this rate relies on a data-driven approach, including :

• Landing page optimization (visual hierarchy, CTA, loading speed, etc.),
• Behavioral analysis via heatmaps, replays, VoC polls,
• Implementation of A/B or multivariate tests to validate changes,
• Segmentation by channel, device or visitor type.

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