conversion
/kənˈvɜː.ʃən/noun
A user action measured as a goal, such as a purchase, a quote request or a completed registration.
We count a submitted quote request as a conversion, but not a click that merely opens the form.
You decide in advance what counts as a conversion. For a webshop it might be a paid order; for a business website, a submitted enquiry. Smaller steps, such as opening a form, can be measured separately.
Define both parts of the calculation
A conversion rate compares successful actions with an agreed total. If 20 out of 1,000 visits result in a purchase, the rate based on visits is 2%. A rate based on unique visitors may be different. Use the same definition when comparing periods or variants.
More conversions are not always better
A shorter form may produce more enquiries, including more that are unsuitable. Assess the quality of the outcome alongside the number. An Glossary · In briefA/B testAn A/B test is an experiment in which two groups each see a different variant. Comparing their behaviour shows which variant performs better against a predefined goal.Read more can help determine whether a change has an effect. Account for measurement errors and repeated actions, and collect enough observations before drawing conclusions.