The rate, or percentage, of visitors on your website who complete a desired conversion goal, such as making a purchase, or signing up for a newsletter subscription.

In general, an average website conversion rate is between 2-5%. This figure means that for every 100 people coming to the website, only between 2 to 5 visitors are completing the desired goal, like making a purchase.

For any web marketer, the ultimate objective is to increase the conversion rate to increase metrics like leads, revenue, or profit.

One of the best ways to optimize and increase the conversion rate is through a methodological Conversion Rate Optimization (CRO) program, backed by data-driven A/B testing.