A website conversion is the process of turning a website visitor into an inquiry, subscription, lead or customer.

The most common website actions include:

• Generating email opt-ins
• Generating sales of products or services
• Growing subscriptions
• Creating repeat visitors

Your conversion rate evaluates the type of visitors attracted by your advertising strategies and how satisfied they are when interacting with your website. Quite simply:

• Conversion rate = total conversions / total visitors
  (expressed as a percentage).

For example, if 1,000 visitors visited your website last month and 100 purchased your product, your sales conversion rate is 10 percent. For every 100 visitors to your website, 10 percent (or 10 visitors) purchased your product.

Your conversion rate helps you test strategies, offers, copy, messages, design and navigation, enabling you to modify these factors so you can do more of what is working and less of what is not.