Conversion rate is the rate (expressed as a percentage) at which website users complete a desired action.

It is calculated using the formula below:

Total Conversions / Traffic * 100

It's important to perform this calculation to measure the true effectiveness of any campaign or action, whether organic or not. With this data in hand, we can talk about Conversion Rate Optimization

CRO is the process of improving the number or quality of conversions that occur on a website.

Some of the most popular CRO tactics include testing changes to the website's calls to action