Conversion Rate
What is Conversion Rate?
Conversion rate is the percentage of users who complete a specific desired action in a mobile application compared with the total number of users who had the opportunity to perform that action. A conversion can be a purchase, booking, registration, subscription, payment, form submission, or another business goal. Conversion rate is commonly used in app analytics to evaluate how effectively an app turns user activity into meaningful actions.
Why it matters
Conversion rate helps businesses understand whether users are successfully completing important actions in a mobile app. A low conversion rate can indicate problems with navigation, user experience, forms, payment processes, content, or other parts of the user flow. Tracking this metric and testing changes can help businesses identify obstacles and improve the effectiveness of their applications.
Example
A booking app receives 1,000 visits to its service booking screen during a month, and 250 users complete a booking. The conversion rate from the booking screen to a completed booking is 25%. The company can use app analytics and A/B testing to evaluate whether changes to the booking process increase that percentage.
