What is Conversion Rate (CVR)?
Conversion Rate (CVR) is the percentage of visitors who complete a desired action (conversion). Conversions can include purchases, signups, form submissions, downloads, or any other goal you define.
CVR Formula
The conversion rate formula is:
CVR = (Conversions / Total Visitors) × 100
Average Conversion Rate Benchmarks
- E-commerce: 2% - 4%
- B2B Lead Generation: 2% - 5%
- SaaS Free Trial: 3% - 8%
- Landing Pages: 5% - 15%
- Email Signup: 1% - 5%
CVR by Traffic Source
- Organic Search: 2% - 4% (higher intent)
- Paid Search: 3% - 6%
- Social Media: 0.5% - 2%
- Email Marketing: 3% - 8%
- Direct Traffic: 2% - 5%
How to Improve Conversion Rate
- Simplify forms and reduce friction
- Add social proof (testimonials, reviews)
- Improve page load speed
- Use clear, compelling CTAs
- A/B test landing page elements
- Optimize for mobile users
- Create urgency with limited offers