# What is the Conversion Rate

The [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...") 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%.

### Related Terms

- [What is Load Time](/content/what-is/load-time/ "What is Load Time"/index.html)
- [What are Impressions](/content/what-is/impressions/ "What are Impressions"/index.html)
- [What is Baseline conversion](/content/what-is/baseline-conversion/ "What is Baseline conversion"/index.html)
- [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)")