Glossarytaught in M5.05, M4.02
Conversion rate
Also called purchase conversion, conversion rates.
The proportion of visitors who buy.
A store receiving 80 lakh visits and completing 22 lakh transactions converts at 27.5%.
Together with traffic and basket size it decomposes revenue into three levers that can each be managed separately, which is why retailers and e-commerce businesses track all three rather than only sales.
Improvements in conversion are the cheapest form of growth, since the visitor has already been paid for.