Short & Sweet #1

Conversion and Conversion Rate

A conversion describes the completion of a desired action by the user of a website. The conversion rate describes the percentage of visitors to a website that can be moved to the desired action. This can be a purchase, a newsletter subscription or the download of a white paper, for example.

The conversion rate is therefore an important success factor in online marketing. To calculate it, the page views and the actions to be recorded are analysed with the aid of a statistics or analysis tool.

Conversion Rates in Practice


To determine the conversion rate, the unique visitors should be used. If all visits are recorded, repeated visits by the same visitor are also recorded, which dilutes the conversion rate. With unique visitors, only individual, unique visitors are included in the calculation of the conversion rate.

In addition, the conversion rate is an important indicator in online marketing, but it should be considered that it is influenced by many different factors. Conversions can only be measured if visitors of a website access the page with the same device and the same browser, as otherwise no unique allocation is usually possible. In addition, purchases (especially for consumer goods) can also be made months after the first visit to the website. However, many tracking tools can only measure conversions made within 30 to 90 days of your last visit to the site.

Therefore, the conversion rate should only be used as one of several key figures for measuring success and should be classified accordingly.

Further Articles