# What is Baseline conversion

Baseline [conversion](/content/what-is/conversion/ "A conversion is the process of turning website visitors into customers or clients through various conversion tactics such as lead generation forms, click-to-call buttons, and e-commerce transactions. The goal of a web conversion is to turn website visitors into paying customers or clients and increase the return on investment (ROI/index.html) of a website. This is…") is the average or standard percentage of visitors to a website who convert into customers or complete a desired action. It is used as a benchmark or starting point to measure the success of various marketing and optimization efforts aimed at increasing [conversion rate](/content/what-is/conversion-rate/ "What is the conversion rate? The conversion rate is the number of conversions divided by the total number of visitors. So if a website receives 500 visitors in a month and has 100 sales, the conversion rate would be 100 divided by 500. This evaluates to 20%."/index.html) s.

### Related Terms

- [What is Open Rate](/content/what-is/open-rate/ "What is Open Rate"/index.html)
- [Key Performance Indicator (KPI)](/content/what-is/key-performance-indicator-kpi/ "Key Performance Indicator (KPI/index.html)")
- [What is Customer Lifetime Value (CLV)](/content/what-is/customer-lifetime-value-clv/ "What is Customer Lifetime Value (CLV/index.html)")
- [What is a Conversion Funnel](/content/what-is/conversion-funnel/ "What is a Conversion Funnel"/index.html)
- [What is a Conversion](/content/what-is/conversion/ "What is a Conversion"/index.html)