Analytics
What is Conversion Rate?
The share of visitors who buy. It is the cheapest lever most stores have, because lifting it earns more from traffic you have already paid for.
Why it matters in practice
Conversion rate is a ratio, so it moves when either half moves, and the traffic half moves more often than the page does. A broad campaign that sends unqualified visitors will push the rate down while orders go up, and pausing that campaign will push the rate back up while orders fall. Read it alongside the traffic mix, not on its own. It is also account data: a seller can see their own rate, but nobody can compute another brand's from public information, so treat any outside claim about a competitor's conversion rate as a guess.
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