---
title: "Conversion rate – meaning and how to count it | Sweet Lava"
description: "A conversion is a completed action: a purchase, an enquiry, a signup. See how the conversion rate is calculated and what influences it."
url: https://sweetlava.eu/en/glossary/conversion-rate/
lang: en
alternate_pl: https://sweetlava.eu/pl/slownik/konwersja/
---

E-commerce & analytics 

# What is Conversion & conversion rate?

A conversion is a user completing a desired action – a purchase, an enquiry, a newsletter signup. The conversion rate is the percentage of visitors who complete that action.

Conversion rate is the most honest measure of a website's effectiveness: traffic can be bought and likes cost nothing, but a conversion means someone did the thing you care about. In e-commerce, typical values are 1–3%; B2B service sites count conversions in enquiries.

The arithmetic is striking: at 10,000 visits a month, raising conversion from 1% to 2% doubles sales – without a penny spent on extra traffic. That is why conversion optimisation is often cheaper than advertising.

**Mind the definitions:** micro-conversions (add to cart, view pricing) help diagnose the funnel, but celebrate the macro ones – revenue and leads.

## Related services

- [ E-commerce development & online stores → ](https://sweetlava.eu/en/services/e-commerce/)

## Related articles

E-commerce · 7 August 2026

## [ How to increase your online store's conversion rate – CRO in practice ](https://sweetlava.eu/en/blog/how-to-increase-ecommerce-conversion-rate/) 

Traffic grows but sales don't? Conversion rate optimization (CRO) is a cycle of diagnosis, hypothesis, test and rollout. We show where stores lose the most and where to start.

## Related terms

- [CRO (conversion rate optimization)](https://sweetlava.eu/en/glossary/cro/)
- [Landing page](https://sweetlava.eu/en/glossary/landing-page/)
- [User flow](https://sweetlava.eu/en/glossary/user-flow/)

## Planning an online store, or changes to your current one?

We build stores on WooCommerce, Shopify and custom platforms, with analytics that show what actually sells. Quote within a few days.

[ Get in touch ](https://sweetlava.eu/en/contact/?source=glossary-conversion)