Conversion rate
Conversion rate is the share of visitors who do what you want — usually place an order — out of all visitors, written as a percentage.
If 2,000 people visit your store in a month and 40 place an order, your conversion rate is 2%.
Why it matters
Revenue is visitors × conversion rate × average order value. Raising the conversion rate earns more from the visitors you already have, which is usually cheaper than buying more traffic.
What moves it
Clear product pages, trustworthy photos, visible delivery costs, a short checkout and the payment methods customers expect.
Related
Glossary
Average order value (AOV)
Average order value is the average amount customers spend per order: total sales divided by the number of orders.
Glossary
Abandoned checkout
An abandoned checkout is a checkout a customer starts — entering at least their email — but leaves before placing the order.
Glossary
Checkout
Checkout is the final step of buying online, where the customer enters their contact and delivery details, chooses delivery and payment, and places the order.
Guide
What a good product page needs
The parts of a product page that help people decide to buy — photos, title, price, options, description, delivery and returns — and how to get each right.