Conversion rate
The share of visitors who completed a goal, such as placing an order, out of all visitors in a variant.
Conversion rate is converting visitors divided by visitors. In a test it is counted per variant and per goal, and it is the most common primary metric for checkout and product page tests.
Count visitors, not sessions or page views, so one shopper's repeat visits don't count several times.
1,200 of 40,000 visitors placed an order: a 3.0% conversion rate.
Related terms
- Revenue per visitor (RPV)Total order revenue divided by visitors in a variant: a goal that combines how many visitors buy and how much they spend.
- LiftHow much better or worse a variant performs than the control, as a percentage of the control's value.
- Primary goalThe one metric a test is judged on, chosen before it starts.
Where it comes up
- How to read an A/B test result · Guide