CVR: Conversion Rate
The percentage of visitors (or clicks) who complete a desired action — a purchase, signup, or lead form submission.
Formula
Why it matters
Conversion rate is the multiplier on your entire ad spend. A 2% conversion rate means you need 50 visitors to get 1 conversion. Doubling conversion rate to 4% halves your effective CPA — often a higher ROI than reducing CPC.
How to improve CVR
Improve headline clarity, remove friction from the conversion form, add social proof (testimonials, logos), and ensure the landing page matches the promise made in the ad.
E-commerce landing pages: 2–4%. SaaS trial signup pages: 5–15%. Lead gen forms: 10–30%.
Prooflytics tracks CVR automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What is a good conversion rate?
A good conversion rate depends on the page type and traffic source. For paid traffic to a SaaS free trial page: 8–15% is strong. For e-commerce product pages: 2–4%. For cold traffic to a lead gen form: 5–15%. Always benchmark against your own historical rate first, then against industry data.
What is the difference between click-through rate and conversion rate?
CTR measures the percentage of ad impressions that get a click (ad to landing page). Conversion rate measures the percentage of landing page visitors who complete the desired action (landing page to conversion). Both matter: CTR gets visitors, conversion rate turns them into customers.