WEBVTT

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What does a website conversion rate actually divide?

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The answer depends on the action and the denominator defined by the report.

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Define both sides before comparing.
6 conversion-rate checks.

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Define the outcome
An enquiry, purchase and phone-link click are different actions.
Completed enquiry · Completed purchase · Clicked phone link

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Read the denominator
A rate may use sessions, users or eligible ad interactions.
Session-based rate · User-based rate · Ad interaction rate

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Use a labelled example
Five enquiries across 100 sessions would give 5% in this simple example.
5 enquiries · 100 sessions · 5% in this example

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Check repeated occurrences
Understand whether several actions from the same visit count separately.
Repeat action · Counting rules · Unique visit context

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Compare matching periods
Keep the action, denominator and report scope consistent.
Same action · Same denominator · Comparable dates

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Look beyond the percentage
Review enquiry quality and actual business outcomes too.
Useful enquiry · Customer outcome · Measurement limitations

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Your checklist
Define the outcome · Read the denominator · Use a labelled example · Check repeated occurrences · Compare matching periods · Look beyond the percentage

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Compare the same action, denominator and date range.
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