The percentage of visitors or recipients who complete a desired action — a purchase, a signup, a form submission — out of the total who had the opportunity to do so.
Why it matters
CVR is often a better indicator of a page or campaign's actual effectiveness than traffic volume alone, because it measures whether the audience that arrives is doing what you want, not just whether people are showing up.
In a sentence
"Traffic to the pricing page held steady, but CVR dropped after the redesign — worth investigating before rolling it out further."
Related terms
- Antonyms: Bounce rate (measures people leaving without taking action, the inverse outcome).
- Often confused with: CTR (CVR is what happens after the click; CTR is whether the click happens at all).
- Synonyms: Conversion percentage.