What does "conversion rate" refer to?

Conversion rate is a key performance indicator in digital marketing that quantifies how effectively a website is meeting its goals. It specifically refers to the percentage of users who take a desired action on a website, such as completing a purchase, signing up for a newsletter, or filling out a contact form. This metric helps marketers evaluate the success of their strategies in guiding visitors to engage with their content in a way that fulfills the business objectives.

By calculating the conversion rate, marketers can assess the effectiveness of campaigns, landing pages, and user experience. A high conversion rate typically indicates that a website is successfully persuading visitors to act in the desired manner, while a low conversion rate may signal the need for improvements in content, design, or targeting.

The other options, while related to web traffic and engagement, do not capture the specific measurement that is the essence of conversion rate. The total amount of sales generated reflects revenue but doesn't provide insights into user behavior. The number of visitors to a website measures traffic volume but not the effectiveness of converting that traffic into actions. The average duration of user sessions gives an idea about user engagement but doesn’t directly measure actions taken towards business goals.