Conversion rate is a metric that shows what percentage of online store visitors complete a desired action, most often a purchase. It is one of the most important performance indicators of an online business. A higher conversion rate means the store makes better use of its traffic and persuades more customers to finish their order.

You calculate it by dividing the number of completed orders by the number of visits and multiplying by one hundred. If 1,000 people visit your store in a month and 25 of them buy, your conversion rate is 2.5 %.

Conversion rate is influenced by the quality of the user experience, page loading speed, trust in the brand, shipping and payment options, prices and the product itself. Conversion rate optimization (CRO) is therefore a strategic process that looks for obstacles in the buying journey and increases the efficiency of the store without having to raise the advertising budget.