What is Conversion rate?

Conversion rate is the share of visits that end in an order: orders ÷ sessions × 100. On Amazon it is reported as Unit Session Percentage.

Example

200 orders from 10,000 sessions is a 2% conversion rate.

Why it matters

Small conversion gains compound: going from 2% to 2.5% is 25% more orders from the same traffic.

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Question

What is conversion rate?

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Answer

Conversion rate is the share of visits that end in an order: orders ÷ sessions × 100. On Amazon it is reported as Unit Session Percentage.

Related terms

AOV

AOV is the average amount a customer spends per order: revenue ÷ number of orders.

CTR

CTR is the share of people who click after seeing your ad or listing: clicks ÷ impressions × 100.