Conversion rate refers to the percentage of contacts, users, or site visitors who complete a desired action, such as making a purchase or filling out a contact form. It is a crucial metric for measuring the effectiveness of an online business' operations and its website efficacy in both marketing and sales.
The higher the conversion rate, the more successful a website is in persuading visitors to take a desired action. A low conversion rate may indicate issues with website design, messaging, or user experience.
With constantly changing trends, increased customer expectations, and ever-growing availability of online stores and products, even the most successful ecommerce brands needs to continuously track conversion and optimize their sites. A/B testing is a great way to experiment and provide analytics that take the guess work out of making changes to your site and help with both personalization and overall digital experience optimization.