The conversion rate (CR) is a percentage value and is calculated by dividing the number of successful conversions (purchases, downloads, registrations, etc.) by the total number of all potential conversions. For example, if there are 2000 visitors to a web store, 10 of whom buy a product, this results in a conversion rate of 0.5%.
The conversion rate can be used to compare the performance of individual channels and content in an online marketing concept. If the CR is below the target value, a conversion rate optimization must be carried out. This refers to measures to improve the conversion rate. These include, for example, adapted texts, a changed design or other adjustments within the framework of content marketing.
Conversion tracking is needed to measure the conversion rate. This defines which actions are counted as a conversion and should be measured accordingly.