Conversion rate optimisation
The process of increasing the percentage of visitors who perform a desired action on a website. Desired actions can include purchasing a product, signing up for a service, filling out a form, or clicking on a link. Conversion rate is calculated by dividing the number of conversions (desired actions taken) by the total number of visitors and multiplying the result by 100 to get a percentage. The average conversion rate can be anywhere between 1% and 4%.