The percentage of website visitors who take a desired action.
The desired action can take many forms, varying from site to site. Examples include sales of
products, membership registrations, newsletter subscriptions, software downloads, or just about any
activity beyond simple page browsing.
A high conversion rate depends on several factors, all of which must be satisfactory to yield the
desired results -- the interest level of the visitor, the attractiveness of the offer, and the ease
of the process.
The interest level of the visitor is maximized by matching the right visitor, the right place,
and the right time.
The attractiveness of the offer includes the value proposition and how well it is presented. It
is worth noting that small, impulse items typically have a higher conversion rate than large,
The visitor's ease of completing the desired action is dependent on site usability which includes
intuitive navigation and fast loading pages.