Goal Conversion Rate refers to the percentage of sessions in which users complete a specific goal set in your analytics platform – such as filling out a form, clicking a CTA, or completing a purchase.
Goal Conversion Rate is calculated by dividing the number of goal completions by the total number of sessions during a specified period, then multiplying by 100 to get a percentage.
Goal Conversion Rate (%) = (Goal Completions ÷ Total Sessions) × 100
Goal Conversion Rate (%) = (Goal Completions ÷ Total Sessions) × 100
If your website had 5,000 sessions and 250 users completed your set goal – like submitting a contact form – your Goal Conversion Rate would be 5%.
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A good Goal Conversion Rate depends on your goal type and industry, but a rate of 2–5% is often considered strong for lead generation or ecommerce goals.
A low Goal Conversion Rate may indicate issues with your UX, traffic quality, or the clarity of your CTAs. It suggests that visitors are not completing key actions.
Set up specific goals in Google Analytics or your preferred platform so you can accurately measure performance.
Reduce friction by minimizing form fields, optimizing navigation, and ensuring a smooth user journey.
A/B test buttons, headlines, and layouts to see what drives more users to complete goals.
