Strategy
Conversion Rate
Conversion rate is the share of visitors who complete a desired action, like making a purchase or creating an account. It is usually written as a percentage of everyone who had the chance to act.
Why it matters
It connects your design choices to a clear outcome, helping you see whether a change actually helped people act or just looked nicer.
In depth
Design influences conversion rate through clarity, trust, reduced friction, and a strong call to action, not through pressure or trickery. A common mistake is chasing the number with dark patterns, which may lift it briefly but erodes trust and raises churn later; lasting gains usually come from removing confusion and reassuring people at the moment they hesitate.
Real-world example
If 100 people visit a sign-up page and 5 create an account, the conversion rate is 5 percent.
Conversion rate
4.2%
visitors who buy
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