Conversion rate measures the percentage of visitors to a website that complete a desired action – commonly a purchase, signup, or content download. It indicates the sales effectiveness of website experiences at turning prospects into leads and customers.

Higher conversion rates represent better performance driving sales from digital interactions. Tactics to increase conversion include copy improvement, faster load times, simpler navigation, prominently displaying trust symbols, minimizing form fields, presenting exit intent offers, and personalization. Multivariate testing determines the optimal approaches.

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