What is a website conversion rate? And how to improve it.

He conversion ratio of a website or the conversion rate, is the percentage we obtain by dividing the number of goals met divided by the total number of visits to a website. That is, this is the metric that measures the success of a website. In English they call it conversion rate.

For example, if you made 20 sales through your website this month and had 600 visits, your conversion rate is 3.3% (a good conversion rate for an e-commerce site).

(Goals or conversions achieved ÷ total visits) × 100 = conversion rate (%)

Or for example, if this month you've gotten your users to fill out 100 forms requesting more information about your products and you've had 1,500 visits, you've achieved a conversion rate of 8.3% (not bad for a contact form, although it could be better).

For each type of website, there is a definition of conversion: getting a download, a sale, a quote request, a reservation, a newsletter signup, etc.

Importance of the conversion rate

By focusing solely on attracting visitors to your website without structuring a conversion funnel, you end up wasting valuable users. Visits without conversions are like a sieve that leaks water (potential customers) everywhere. This increases the cost of your campaigns and affects your profitability. In the long term, without improved conversions, your digital strategy becomes unsustainable.

There are several ways to increase a site's revenue:

• Increasing the number of visits.

• Improving the conversion rate.

• Increasing the average ticket.

• Margin optimization (price or costs).

Of all, the simplest and most direct is usually improve conversion: With the same traffic and margins, you get more results without investing more.

Reference figures in 2025

According to the study of Flat 101 In Spain, the average conversion rate in e-commerce is 1.22 %, with a range between 1.01 % and 1.43 % in more than 1,000 stores analyzed. Other international benchmarks, such as Smart Insights and ConvertCart, place the global average between 2 % and 4 %, depending on the sector and type of website.

By sector in Spain (2025):

• Food / food delivery: up to 2.67 %. In apps it reaches 9.7 % (fountain: Website+6Status2+6disruptive.com+6).

• Fashion: 0.91 %, similar to the European average (source: agora-digital.es+6Status2+6disruptive.com+6).

• Health and beauty: 1.88 %, above the general average (source: marketing4ecommerce.net+3disruptive.com+3Status2+3).

• Parapharmacy: 1.55 % (fountain: disruptive.com+1).

• NGO or cause: very low, 0.19 % (fountain: disruptive.com).

In addition, conversion by device shows relevant disparities: desktop is around the 2.0 %, while mobile barely reaches the 0.8 % (fountain: Status2+3disruptive.com+3Website+3).

How to calculate your current ratio correctly?

1. Clearly define your conversion goals: sales, forms, registrations, downloads…

2. Set up those goals in your analytics tool (such as Google Analytics 4).

3. Measure results within an appropriate period and segment by channel, device, or traffic source.

Remember to distinguish between sessions and unique users, and between microconversions (previous interactions) and macroconversions (final goal).

What would be a good conversion rate?

Regarding e-commerce, a range of 1 % to 3 % is considered average. Exceeding the 3 % already indicates a very good performance, and some stores can even achieve between 4 % and 5 % (at Quadrant Alfa we have clients with 8% at certain times of the year).

On websites with a contact form, it is common to achieve between 10 % and 15 %, especially if the audience arrives motivated and the form is optimized.

When you start you may not get over the 0.5 %, but with user knowledge, experience, and A/B testing, you can progressively scale toward the expected ranges.

Strategies to improve conversion rates

Download speed: If your website is slow, people won't want to browse it and will leave before you've converted them. Google will also penalize you for being slower than normal, and you won't get any traffic... so download speed is important. Measure it with Google's tool: Google Speed TestFollow the personalized advice that Google will give you.

Usability: Make sure your users understand what to do on your website and don't get lost. Also, check how well the navigation works on mobile devices. Take the Google test: Mobile-Friendly Test and follow Google's advice if your page isn't optimized.

Persuasion: Make sure your website explains what to do and be persuasive in your messages, clearly explaining what problem you solve and how your product will benefit the user. Do this in a segmented way. That is, a specific page for each segment, speaking from the customer's perspective and using their vocabulary. Show photos of their segment using your product so they can see themselves reflected in them.

The transmission of trust: Make sure your website is professional, with a design that reflects your brand values and is user-friendly. Encrypt your entire website so the user's browser indicates it is secure (use https instead of http) and the user feels secure. If you're a member of an association or chamber of commerce, also mention it. Users feel reassured knowing that if they have a problem with you, they can turn to a higher authority. In the "About Us" section, show photos of yourself or your team. In general, representing your business conveys trust.

The attraction done right: Obviously, if the people who visit your website aren't your target audience, you won't be able to convert them. Make sure your SEO and other visitor attraction techniques are done right.

Artificial intelligence and personalization: Implement AI in product recommendations, chatbots that suggest relevant items, or real-time personalization to improve experience and performance.

In summary

Measure and optimize the conversion rate is essential to ensure the sustainability of your digital business. An average figure of 1.2 % in ecommerce in Spain It works as a reference in 2025, but the real value is in segmenting by sector, device and traffic source.

If you want to improve your conversion rate, focus on user experience, speed, persuasive messaging, trust, and the impact of intelligent tools like AI. With these actions, you can transform your website into an effective funnel that converts traffic without increasing costs.

With these tips, you should start increasing your conversion rate and, consequently, your revenue.

I hope this article has been helpful to you.