# Conversion rate

Conversion rate is the share of visits where people do what you want, such as book or get in touch. 5 out of 200 visits is 2.5 percent.

Source: https://ibenta.no/en/glossary/conversion-rate
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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Conversion rate is the number of [conversions](/en/glossary/conversion) divided by the number of visits. One visit is what Google Analytics calls a session, and one person can account for several. If you count people instead, you get a different number, so pick visits and stick with it. You decide what counts as a conversion: a purchase, a booking, a completed form or a phone call. The number tells you how well your website does its job once people are there.

## Double the rate, double the result

Doubling your conversion rate gives the same result as doubling your traffic, and it can be far cheaper. If the rate goes from 1 to 2 percent, you get twice as many enquiries from the same number of visits and the same ad budget.

Compare yourself with yourself over time, not with numbers you find online. Industry, price and type of enquiry make the numbers vary widely. A page selling NOK 200 courses and a page selling houses cannot be measured with the same ruler.

## How to check yours

Find the number of enquiries last month, from your inbox or booking system. Divide by the number of visits the same month in your analytics tool. That gives you a baseline. If you want to improve the number, [CRO](/en/glossary/cro) is the next term to look up.