Plain-language questions
Ask for website conversion rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Website conversion rate: formula and example.
Website conversion rate is the number of conversions divided by the number of sessions. A conversion is an action you have set as a goal, such as a quote request, contact form or sign-up. It shows how well your website turns visitors into leads or customers.
Website conversion rate formula
Number of conversions ÷ number of sessions × 100%
Worked example
In September, Acme Groothandel's website had 18,000 sessions and 270 conversions, such as quote requests and account sign-ups. The conversion rate is 270 ÷ 18,000 × 100% = 1.5%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher conversion rate means a larger share of your visitors takes action. Compare it by channel, landing page and device: search traffic often converts differently from social media traffic. A drop may be down to the website, but also to traffic that is a poorer fit for your offer.
Pitfalls with website conversion rate
- Adding up conversion goals of very different value, such as a download and a quote request.
- Mixing sessions and users in the denominator.
- Crediting the website for an increase when the main change was less, but better-matched, traffic.
SQL & DAX
Calculating website conversion rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', session_date) AS month,
source_medium,
SUM(sessions) AS sessions,
SUM(conversions) AS conversions,
ROUND(100.0 * SUM(conversions) / NULLIF(SUM(sessions), 0), 2) AS conversion_rate_pct
FROM web_sessions
GROUP BY 1, 2
ORDER BY 1, sessions DESC;Website Conversion Rate =
DIVIDE(
SUM(WebSessions[Conversions]),
SUM(WebSessions[Sessions])
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate website conversion rate?
Divide the number of conversions by the number of sessions and multiply by 100%. With 270 conversions from 18,000 sessions, the conversion rate is 1.5%. Calculate it per conversion goal if you track several.
What is the difference between website conversion rate and ecommerce conversion rate?
Website conversion rate counts every goal you have set up, such as enquiries and sign-ups, while ecommerce conversion rate counts orders only. For an online shop, the ecommerce version is usually the one that matters most. For a wholesaler or service business without a shop, leads are what count.
How can you improve your website conversion rate?
You improve conversion rate by making it easier for visitors to complete the desired action. Think shorter forms, clear buttons, fast pages and an offer that matches the ad or search query. Test one change at a time so you know what made the difference.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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