Conversion rate is the percentage of users who take a defined action out of those who had the opportunity to take it. The defined action is typically a sign-up, purchase, demo request, or upgrade, and the metric is used as the core unit of funnel performance measurement. It is calculated as actions taken divided by opportunities, expressed as a percentage, and it is meaningful only when the action, the denominator, and the time window are all defined precisely.
Benchmarks vary widely by stage, industry, and traffic source. E-commerce site visit-to-purchase typically runs 2 to 3 percent across all traffic, with Shopify's published median around 1.4 percent. B2B SaaS landing page visit-to-trial-signup typically runs 2 to 5 per...