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Calculate Conversion Rate: A step-by-step guide

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents
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Definition of conversion rate:

The conversion rate is an important key figure in online marketing and describes the relationship between the number of conversions and the number of visitors to a website. A conversion can represent different actions, such as buying a product, filling out a form or subscribing to a newsletter. The conversion rate is given as a percentage and indicates how effectively a website can convert visitors into paying customers or leads .

How is conversion rate calculated?

The conversion rate is calculated using the following formula:

Conversion rate = number of conversions X number of visitors / 100

In order to calculate the conversion rate, you need to know the number of conversions (e.g. sales) and the number of visitors to your website.


scenarioNumber of visitorsNumber of conversionsconversion rate
Campaign A1000505%
Campaign B2000603%
Campaign C500204%
Campaign D30001204%
In total65002503.85%

Conversion rate is an important indicator

Conversion rate is an important metric because it tells you how successful your website is at converting visitors into paying customers or leads. A high conversion rate indicates that your website is compelling and motivates visitors to take action. On the other hand, a low conversion rate can indicate problems that need to be optimized in order to generate more conversions.

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is a crucial process to improve a website's conversion rate. The conversion rate indicates how many visitors to a website carry out a desired action, such as making a purchase, filling out a form or subscribing to a newsletter. A high conversion rate is of great importance for a company's online success as it has a direct impact on sales and profitability.

Importance of Conversion Rate Optimization

Conversion Rate Optimization aims to increase the conversion rate by taking targeted actions to improve the user experience, design and content of a website. A well-optimized conversion rate can improve the effectiveness of the entire sales funnel and lead to a higher number of conversions. Through targeted optimization, a company can get more out of its existing visitors without having to generate additional traffic.

The process of conversion rate optimization

Conversion rate optimization includes various steps aimed at continuously improving the conversion rate. The process begins by analyzing the existing data to identify areas that can be optimized. By understanding user behavior, the customer journey and the conversion funnel, potential weak points can be identified and optimal solutions can be developed.

The analysis is followed by the planning and implementation of optimization measures. This can include improving website design, simplifying the checkout process, optimizing call-to-action elements, and creating engaging content. A/B testing and multivariate testing are used to measure the effectiveness of optimization measures and make informed decisions.

Factors influencing the conversion rate

A variety of factors can affect the conversion rate. These include website usability, clarity and persuasiveness of offer, content relevance, website load time, visitor trust, mobile usability and more. It is important to analyze these factors and make targeted optimizations to increase the conversion rate.

gute conversion rate

What is a good conversion rate?

A good conversion rate depends on various factors, such as the customer journey, user experience, Google Ads optimization or SEO measures. The conversion rate can therefore be improved through conversion rate optimization in order to influence user behavior and generate more conversions.

It is important to note that conversion rate alone is not meaningful and should be viewed in relation to the number of visitors. For example, a conversion rate of 1% for 1,000 visitors means 10 conversions. Depending on the sales funnel and the defined conversions, this can be considered good or improvable.

You can calculate your own conversion rate using conversion tracking, which records the number of conversions and the number of website visitors. A clear definition of the desired conversions is crucial here. Conversion rate optimization is an ongoing process in which various measures can be taken to improve the conversion rate and generate more conversions.

Amount of the conversion rate per industry

industryAverage conversion rate
Ecommerce2% - 3%
Software as a Service5% - 10%
financial services1% - 2%
travel and tourism1% - 3%
healthcare2% - 4%
Education3% - 5%
property1% - 2%
fashion and clothing1% - 3%
electronics2% - 4%
automobile1% - 2%
hospitality2% - 4%

What influence do Google Ads and SEO have on the conversion rate?

Google Ads and SEO (search engine optimization) can have a big impact on the conversion rate. Through targeted ads and an optimized website structure, companies can direct relevant visitors to their website and increase the likelihood of a conversion. An effective keyword strategy and the continuous optimization of SEO factors play an important role.

Google Ads: Generate more qualified visitors

Google Ads allows businesses to place ads in Google's search results. By choosing relevant keywords and targeting ads to the target audience, businesses can attract qualified visitors to their website. This increases the chance that these visitors will convert into customers or leads. Careful budget planning and regular monitoring of ad performance are key to optimizing conversion rates.

SEO: Better visibility and user experience

Search engine optimization (SEO) also plays an important role in conversion rate optimization. By optimizing the website structure, content and meta tags, visibility in organic search results can be improved. Higher visibility leads to more qualified visitors to the site who are more likely to convert. In addition, a user-friendly website structure and an attractive web design contribute to gaining the trust of visitors and increasing the conversion rate.

Use synergy effects

Google Ads and SEO can complement and reinforce each other. By combining both strategies, the conversion rate can be further optimized. For example, keywords that perform well in Google Ads can also be used for SEO optimization of the website. This increases visibility and increases the number of qualified visitors. Constant monitoring and adjustment of campaigns and SEO strategy is necessary to get the best possible results.


How is the conversion rate calculated?

The conversion rate is calculated by dividing the number of conversions (e.g. purchases) by the number of visitors to a website and then multiplying by 100. The formula is: Conversion Rate = (Conversions / Visitors) * 100.

What should the average conversion rate be?

The average conversion rate varies depending on the industry and target group. In some industries, such as e-commerce, the average conversion rate is around 2-3%. It is important for companies to look at their own conversion rate in comparison to the industry-specific average values ​​and to continuously improve it.

How important is the user experience for the conversion rate?

The user experience plays a crucial role in the conversion rate. A user-friendly and responsive website or online store can encourage visitors to take a desired action, while a poor user experience can result in a low conversion rate. It is therefore advisable to continuously improve the user experience and respond to the needs and expectations of visitors.

Which key figures are important for calculating the conversion rate?

In addition to conversions and visitors, other key figures are also important for calculating the conversion rate. These include, for example, page views, unique visitors (unique visitors), the number of transactions, sales and the average order value. These key figures provide further insights into the purchasing behavior of visitors and enable a detailed analysis of the conversion rate.


The conversion rate is an important indicator of a company's online success. It provides information about the effectiveness of marketing measures and makes it possible to measure and optimize the success of a website or an online shop. Through targeted measures to improve the conversion rate, such as optimizing the user experience and using relevant keywords, companies can sustainably increase their online success. The continuous measurement and evaluation of the conversion rate using analytics tools is of great importance.

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Your New Secret Weapon is Here!

See the Magic ✨

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