<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

## Conversion Rate Formulas

**Standard** (repeatable actions):

```text
Conversion Rate = (Total Conversions / Total Sessions) × 100
```

**Unique User** (one-time actions like subscriptions):

```text
Conversion Rate = (Total Conversions / Total Unique Visitors) × 100
```

### Segmentation

Overall rates mask variation. Segment by:

- **Traffic source**: organic, paid, social, email, direct, referral
- **Device**: desktop, mobile (typically 40-60% of desktop rate), tablet
- **Demographics**: age, geography, income
- **Behavior**: new vs. returning, pages viewed, engaged vs. bounced
- **Product/service**: category, price point, tier

### Benchmarks

| Segment | Range |
|---------|-------|
| E-commerce average | 2.5-3% |
| E-commerce top performers | 5-10%+ |
| B2B lead generation | 1-3% |
| SaaS free trial | 2-5% |
| Email newsletter signup | 1-5% |
| Content download | 2-7% |
| Mobile vs. desktop | 40-70% of desktop |

Your own trend matters more than industry benchmarks.
