From opportunity to completed action
If 2,000 people visit a product page and 100 buy, its purchase conversion rate is 100 ÷ 2,000, or 5%. An analytics funnel shows how many people move between steps and where they leave.
Define the action and the group
“Conversion increased” says little without naming the action, the people counted, and the time period. A purchase rate based on all site visitors differs from one based only on people who began checkout. Teams also decide which visit gets credit when someone returns before buying.
A higher conversion rate can hide a poor outcome. If a free trial page makes the future price hard to find, more people may sign up, but many may cancel when they learn the cost. The team should check both trial sign-ups and how many people stay after the trial.