Quick brief
What to know before you calculate
A short read on the assumptions, trade-offs and definitions that shape the answer.
- The conversion rate formula is the same across channels.
- The conversion action and denominator change by funnel.
- Document the definition before comparing teams, stores or campaigns.
Website conversion rate
Website conversion rate often compares sessions, users or visitors with completed actions such as orders, leads or account signups. Sessions can be useful for landing page testing, while users may be better for a customer journey that spans several visits.
Sales conversion rate
Sales teams may compare won deals with leads, qualified opportunities, calls or proposals. The best denominator depends on the stage being managed. Lead-to-sale rate and proposal-to-close rate are both conversion rates, but they answer different questions.
Retail conversion rate
Retail conversion rate usually compares store visitors with transactions. Footfall counters, staff behaviour, stock availability, queue length, merchandising and local events can all affect the number, so store comparisons need context.
Marketing conversion rate
Marketing conversion rate may compare clicks with leads, leads with trials or impressions with signups. Use a funnel definition that matches the campaign objective, then review cost per conversion and value per conversion before shifting budget.
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