What is Conversion Rate?
Turkish: Dönüşüm Oranı
Conversion rate measures the percentage of visitors who complete a target action such as buying, signing up, or submitting a form.
What is Conversion Rate?
Conversion rate is the share of visitors or sessions that complete a defined goal. The goal might be a purchase in e-commerce, a quote form on a B2B site, a trial signup in SaaS, or a newsletter subscription.
How Is It Calculated?
The basic formula is: conversion rate = conversions / visitors x 100. If 5,000 sessions produce 150 quote requests, the conversion rate is 3 percent. The measurement rules should be defined first: whether the denominator is users or sessions, whether repeat conversions count, and whether bot traffic is excluded.
Types of Conversion
- Macro conversion: The main business goal, such as purchase, payment, or lead submission
- Micro conversion: An intermediate signal, such as add to cart, demo page view, or newsletter signup
- Channel conversion: Rates segmented by organic search, ads, email, or social traffic
Relationship with CTR
CTR measures how often people click a result or ad; conversion rate measures whether the intended goal happens after the click. High CTR with a low conversion rate may indicate that the message and landing page do not match user expectations.
Business Use
Conversion rate optimization looks at form length, pricing presentation, trust signals, page speed, and mobile usability together. Changes should be evaluated with measurement rather than instinct, ideally using A/B testing and a sample size large enough to trust.
Related Terms
A/B testing measures two design, copy, or feature variants with real user traffic to learn which option performs better.
Abandoned Cart RecoveryAbandoned cart recovery brings shoppers back to unfinished carts through permission-based email, SMS, ads, or on-site reminder flows.
Buy Now, Pay Later (BNPL)Buy now, pay later lets shoppers receive goods immediately while paying in installments or after a delay through an alternative payment provider.
Cart AbandonmentCart abandonment occurs when a shopper adds products to the cart but leaves before completing checkout, payment, and order confirmation.
Conversion Rate Optimization (CRO)CRO is the data-led process of improving how often website or app visitors complete a desired business action.
CTR (Click-Through Rate)CTR measures how often an ad, search result, or link is clicked after being shown; clicks are divided by impressions.
Google AnalyticsGoogle Analytics measures visitor sources, behavior paths, and conversion events across websites and applications.
Headless CheckoutHeadless checkout separates the payment UI from the commerce backend, using APIs for cart, payment, tax, shipping, and order creation.
Product AnalyticsProduct analytics measures how users move through a product, where they drop off, and which behaviors predict retention.