What Is Conversion Rate?

Written by Coursera Staff • Updated on

Learn more about conversion rate, why it’s an important digital marketing metric, and how to use it effectively in your digital marketing strategies.

[Featured image] A mobile customer lying on a sofa converts after seeing a call to action on her cellphone.

In digital marketing, the conversion rate is a key metric that calculates the percentage of users who complete a specific desired action out of the total number of visitors to your website or marketing platform. The particular action is defined by your business objectives and might involve clicking on an ad, filling out a web form, purchasing a product, or opening an email. A higher conversion rate typically indicates that the marketing prompt is more effective, as it represents a greater number of customers who completed the intended action upon engaging with it.

Conversion rates serve as essential Key Performance Indicators (KPIs) that offer a clear, precise, and accurate assessment of a marketing campaign's success. To calculate a campaign's conversion rate, divide the total number of conversions by the overall number of visitors and multiply the result by 100. Finally, evaluate the conversion rate in relation to your business objectives to determine if the campaign meets the predetermined metrics.

Maximizing your conversion rate is one of the most efficient ways to use your advertising budget. A high conversion rate means that you are advertising to the right audience, increasing the likelihood that they will spend money on your products and services. This in turn means that you end up with a higher return on investment (ROI) on marketing campaigns, all while boosting profits and growing your customer base. 

To maximize your conversion rate, consider the following strategies:

  • Add text-based calls to action (CTAs) to each blog on your website.

  • Run A/B tests on landing pages to discover the most effective messaging.

  • Optimize conversion paths on your website.

  • Add a lead flow to your website, such as a pop-up or slide-in box.

Another important thing to keep in mind is your website’s user experience (UX) and user interface (UI). User Experience (UX) encompasses the overall perception and satisfaction users have when interacting with your website, including its value, credibility, and ease of use. User Interface (UI), on the other hand, specifically deals with the visual and interactive elements of the website, focusing on the design and layout that enables users to navigate and interact with the site. 

Both UX and UI play a crucial role in influencing conversion rates. The way customers interact with a business directly affects their opinion of it. Companies that have well-designed websites, which are both user-friendly and informative, tend to experience higher conversion rates. This is because customers are satisfied with their ability to navigate the website and find value in the information provided.

Related terms

Learn digital marketing with Google

Develop your digital marketing skills on Coursera with the Google Digital Marketing and E-Commerce Professional Certificate. In about six months, you can learn the marketing fundamentals needed to begin a digital marketing career.

Keep reading

Updated on
Written by:

Editorial Team

Coursera’s editorial team is comprised of highly experienced professional editors, writers, and fact...

This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.