O que é Conversion rate?

Conversion rate is the percentage of visitors (or sessions) that complete a desired action: a purchase, a signup, a demo request. It is the metric that connects traffic to business outcomes, which is why it is usually the number that matters most on a marketing site.

Two things decide whether a conversion rate is meaningful: the denominator and the comparison. Conversions per session and conversions per unique visitor are different numbers, so know which your tool reports. And cross-site benchmarks mislead more than they help; e-commerce sites average 2 to 3 percent while high-intent B2B landing pages can convert above 10 percent, but the useful comparison is always your own page against its own history, or against a variant in an A/B test. Small sites should also expect noise: at 500 visits a month, normal variation swamps most real changes.

When conversion rate moves, segment it before reacting; a shift in traffic mix from a new channel explains more conversion changes than page edits do.