The percentage of people who clicked through to your website and then took positive action, such as purchasing something or signing up for a newsletter, is defined as the conversion rate.
Google Ads define conversion rates as the average number of conversions per ad interaction, shown as a percentage.
If you want to increase conversion rates, you should read our detailed guide about conversion rate optimization.
In Google Analytics, conversions mean achieving goals. A goal can be set up in Analytics in the form of an ordered product, a newsletter subscription, or a page sent via a tweet.
Conversions are expressed in conversion rates. A conversion rate indicates how many percents of visitors have completed specific conversions. For example, if there are 100 visitors on your website, but 20 visitors are going to buy your product, then the conversion rate will be: (20/100)* 100% = 20%. For a better analysis, it’s important to know your conversion rate.
This conversion rate can relate to all site visitors as well as segmented ones. It allows you to view the conversion rate per traffic source.
Just like the searchability of a site can be optimized, it is also possible to optimize the conversion. The fewer obstacles in the way to a goal, the more people will complete that goal.