Conversion rate is the share of visitors or clicks that complete a desired action, typically a purchase or a sign-up. It is calculated by dividing the number of conversions by the number of sessions or clicks. The metric ties traffic acquisition together with the landing page's and the webshop's ability to turn interest into action.
By improving the product page's speed and the checkout flow, a webshop can raise its conversion rate from 2 to 3 percent without increasing ad spend.
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