Conversion Rate (CR)

conversion_rate

Overview

Conversion Rate (CR) represents the percentage of website sessions that result in a purchase, helping to measure the effectiveness of your site in converting visits into sales.

📘

CR = Website Purchases ÷ Sessions

The calculation is based on data in the Website Analytics table.

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Detailed Breakdown

The formula above is derived from the following components:

• Website Purchases = SUM(orders_quantity) --> Website Analytics table

  • orders_quantity = COUNT(order_id) --> Sessions table

• Sessions = SUM(sessions) --> Website Analytics table

  • sessions = COUNT(session_id) --> Sessions table

Insights and Actions

Conversion Rate (CR) highlights your website's ability to turn visits into purchases, making it a key indicator of site performance and user engagement.

• Improve User Experience: A low CR may indicate issues with website design, navigation, or checkout processes. Address these areas to enhance the customer journey.
• Enhance Product Pages: Optimize product descriptions, images, and reviews to drive more sessions into purchases.
• Pair with Traffic Metrics: Use CR alongside metrics like Sessions to identify if traffic quality or volume is impacting conversions.

Related Metrics

• Sessions: Tracks the total number of visits to your site, providing context for CR trends and identifying traffic patterns.
• Website Purchases: Helps you measure the absolute number of conversions, complementing CR for more granular insights.
• Average Order Value (AOV): Provides insight into the value of purchases, helping evaluate the overall quality of conversions.

Example Use

Prompt

What is my conversion rate for the past 7 days?

Response

Query

SQL

SELECT
  COALESCE(
    SUM(wa.orders_quantity) / NULLIF(SUM(wa.sessions), 0),
    0
  ) AS conversion_rate
FROM
  web_analytics_table AS wa
WHERE
  wa.event_date BETWEEN CURRENT_DATE() - 7 AND CURRENT_DATE()  - 1;