To assess the health of your online sales business, you need to track a number of marketing indicators. Conversion rate is one of them. In fact, it's one of the most important metrics.
To develop your e-commerce business, you need to convert customers, i.e. get them to take action by making a purchase from your online store. How do you calculate your conversion rate in 2025? We tell you!
What is the conversion rate in e-commerce?
The conversion rate is a metric that lets you know the percentage of visitors who have taken an action on your online store.
What is an action? It's up to you to define it according to your company's business objectives . It can be :
- complete a form ;
- subscribe to a newsletter;
- to become a member ;
- request a quote;
- to buy a product, etc.
The conversion rate is an essential piece of data to analyze in order to assess the quality of your marketing strategy. It also has a clear impact on your ROI (return on investment). Calculating your conversion rate is therefore important for assessing the effectiveness of certain marketing campaigns.
Would you like to increase your sales by boosting your conversion rate? Call on YATEO, your partner in digital growth!
How to calculate the conversion rate in 2025?
To calculate a conversion rate, you need to take into account the relationship between two pieces of data:
(number of conversions over a given period / number of visits to your online store for the given period) X 100
Let's take the example of an e-commerce site selling shoes. You record around 300 visits a day. 5 visitors bought a pair of shoes. Your conversion rate is therefore 1.6%.
In order to obtain a usable result that's faithful to reality, you may need to refine your thinking around the notion of "visit". Do you take into account the number of sessions or the number of visitors? How do you handle the data of visitors who complete several sessions in a single day before making a purchase? Do you keep the sessions of visitors from abroad if they're not your target? All these choices remain to be made.
What is a good conversion rate?
Strictly speaking, there is no such thing as a "good" conversion rate. It is affected by a large number of factors:
- type of acquisition channel;
- positioning in theconversion funnel;
- the price of the product or service;
- customer retention rate.
Nevertheless, it's generally accepted that a conversion rate ofaround 3% is pretty good for an online store.
How to optimize conversion rates in 2025?
Would you like to improve your conversion rate? To optimize it, you have several levers of action at your disposal:
- identify the right target ;
- Work on your USP (unique selling proposition) to encourage decision making;
- optimize the customer experience by reducing friction in the purchasing process, particularly during checkout;
- generate a sense of urgency to encourage prospects and customers to take action as quickly as possible.
Take stock of how well you're achieving your sales targets with the conversion rate!
