What does "conversion rate" specifically measure?

Conversion rate specifically measures the percentage of visitors who complete a desired action on a website. This action could be anything defined as a conversion goal—such as making a purchase, signing up for a newsletter, filling out a contact form, or downloading resources. By focusing on how many of the total visitors take these specific actions, marketers can gauge the effectiveness of their website and marketing strategies in persuading users to engage further with their brand or offerings.

Measuring conversion rate is crucial for understanding user engagement and the overall performance of marketing campaigns. A higher conversion rate typically indicates that a website or a landing page is successfully encouraging visitors to take the next step in the customer journey, which is a fundamental goal of digital marketing.

The other options refer to different metrics: the number of visitors (which is a measure of traffic), total revenue (which reflects financial results), and time spent on a webpage (which can indicate engagement but does not necessarily show whether a desired action was completed). Each serves a distinct purpose, but they do not measure conversion in the context of user actions leading to specific business objectives.