Conversion rate

Conversion rate – the key to maximizing your online success

The conversion rate, also known as the conversion rate, is a central concept in online marketing and search engine optimization (SEO). It measures the ratio of total visitors to a website to those who perform a desired action (conversion). This metric is an indispensable tool for evaluating and optimizing the success and effectiveness of a website.

What is a conversion?

A conversion can take many forms, depending on the specific goals of the company or website. The most common conversions include:

  • Product purchase: A visitor buys a product or service.
  • Newsletter registration: A visitor registers for the newsletter to receive regular updates and offers.
  • Fill out a contact form: A visitor fills out a contact form to obtain further information or to make an appointment.
  • Download brochure: A visitor downloads an information brochure or white paper.
  • Registration for a webinar: A visitor registers for an upcoming webinar or online event.

Each of these actions shows that the visitor has a certain interest in the offer and is willing to build a relationship with the company.

Calculation of the conversion rate

The conversion rate is usually expressed as a percentage. The calculation is made by dividing the number of conversions by the total number of visitors, multiplied by 100:

Formula for calculating the conversion rate.

Example: If a website has 5000 visitors and 150 conversions, the conversion rate is:

Calculation of a percentage share formula for the conversion rate.

A high conversion rate indicates that the website is effectively designed and visitors are successfully converted into customers or leads.

Strategies for improving the conversion rate

Optimizing the conversion rate is a central goal of many online marketing and SEO strategies. Here are some proven methods to improve the conversion rate:

  1. Improving user-friendliness: An intuitive and user-friendly website increases the likelihood that visitors will perform the desired action. This includes clear navigation, fast loading times and an appealing design.
  2. Optimization of landing pages: Landing pages should be specifically tailored to the needs and interests of the target group. A clear and convincing offer, strong call-to-actions (CTAs) and relevant content are crucial.
  3. Personalization of content: By adapting content to the preferences and behavior of users, you can increase relevance and improve the conversion rate. This can be achieved through segmentation of the target group and personalized marketing campaigns.
  4. A/B testing: By testing different versions of pages, CTAs and offers, you can find out which variants deliver the best results. A/B tests help to make data-based decisions and identify the most effective elements.
  5. Improving the quality and relevance of content: High-quality and relevant content attracts visitors and keeps them on the site. Content should be informative, well written and visually appealing.
  6. Strengthening trust and credibility: Trust plays a major role in decision-making. Positive customer reviews, testimonials, security certificates and transparent business practices can strengthen the trust of visitors and increase the conversion rate.

Conversion rate in the context of other metrics

Although the conversion rate is an important indicator for the success of a website, it should not be viewed in isolation. It is important to analyze them in conjunction with other metrics, such as the total number of visitors, the bounce rate and the dwell time. A website may have a high conversion rate but a low total number of visitors, which could indicate limited reach or visibility.


The conversion rate is an essential part of any online marketing and SEO strategy. It has a direct impact on sales and return on investment (ROI). By continuously monitoring and optimizing the conversion rate, companies can maximize their online success and achieve their business goals more effectively. A high conversion rate not only signals an effective website, but also a strong connection to the needs and wishes of the target group, which ultimately leads to higher customer satisfaction and long-term loyalty.