“If businesses do not figure out or accommodate new technologies, they will die in the next 10 years.”

When you indulge in the world of digital marketing, you will hear a lot of terms; the most repeated term is CVR. So, what is CVR? Why is it so important? How does it help you to assess your performance?

Do not worry! I am here to help you.

Scroll down, read this article, and get the answers to your burning questions. Let’s go!

CVR refers to conversion rate, indicating how many percent of users performed the desired action on your website. However, CTR means a click-through rate, highlighting how many visitors engage with the specific ad with or without conversion.

CVR is calculated as the number of conversions /number of impressions x 100. So, if 1000 users come to your website and 15 users perform the action, such as installing the app, filling out the form, completing the survey, etc., the CVR will be 1.5%.

The good CVR rate is 2-5%. It is considered good if your website has a CVR higher than 5%. You need to optimize your content for better revenue if it is lower than the average.

CTR and CVR are the most important metrics in digital marketing and are related to each other. CTR calculates the total traffic on your website, while CVR indicates the volume of traffic converting to a sale.  

What Does CVR Means?

In digital marketing, CVR stands for conversion rate. It is a marketing metric that lets you know how many users saw your ad, converted to your website, and took action. A conversion occurs when a user performs an online asset or pre-defined action on your website, including; creating an account, requesting a demo, filling out a  form, or purchasing a product. 

Ultimately, CVR is a critical metric, indicating whether you are getting leads or driving sales for your business. 

What Is CVR Marketing?

CVR marketing aims to increase conversions and encourage visitors to complete favorable actions. It includes;

  • Purchasing a desired product
  • Emailing /calling the company
  • Subscribing to a newsletter or other services
  • Following or liking the company’s social media accounts/posts
  • Completing a survey
  • Downloading a digital product such as whitepapers, eBooks, or mobile apps.

So, the company or business follows this strategy to improve the CVR of its users. CVR is expressed in percentage; the higher the percentage, the higher will be your conversion rate. Increased conversions offer more opportunities to the desired brand, helping it gain customers and earn higher profits.

What Is A Good CVR?

After finding your CVR metric, figure out whether it is good. The good CVR is above 10%. However, across all industries, the typical conversion rate is 2-5% because they advertise specific products on a large scale, and the percentage of people for those products is quite low. So they are more likely to convert. The examples include;

  • If 100 users come to your website and 10 of them convert, the CVR is 10%.
  • Similarly, if 1000 people look for your content and 50 converts, your CVR will be 5%. 

The average CVR of different industries, including;

  • B2C e-commerce=2%
  • Automotive=2%
  • Industrial=5.6%
  • Real Estate=1.7%
  • Cosmetic/Dental=2.3%
  • Travel=4.7%

What Is The CVR Formula In Digital Marketing?

The two types of conversion rates include; post-impression and post-install conversions. The formula of post-impression CVR is as follows;

CVR = (number of conversions /number of impressions) x 100

The formula of post-install CVR is as follows;

CVR = (secondary conversions /number of installs) x 100

Importance OF CVR In Digital Marketing

Conversion rate helps you to figure out whether your email campaign, web page, or marketing content is effective. It also lets you know whether your content resonates with your audience, how many users are persuaded to follow your desired action and much more. The importance of CVR includes the following;

  • It lets you know your business ROI (return on investment)
  • Conversion rate helps you to adjust your digital marketing strategy to achieve your goals and generate leads. 
  • It also allows you to customize your sales strategy to drive better results or conversions for your business. 
  • Similarly, it helps companies or businesses to optimize the aspects of their services or products.
  • Higher CVR lets you acquire new customers at a lower cost as your business will be able to convert your users, generating more sales and reducing the cost of marketing campaigns.
  • CVR allows you to create a roadmap to determine the best digital channels to reach your target audience. 

Optimization Of CVR For Better Results

If your CVR is below the average, do not worry. It indicates you need to improve your strategy or tactics, so do not panic. Follow the below points and optimize your conversion rate for better results. They include;

  • A/B Testing

Imagine your recent TikTok Ads campaign is not performing well, so how do you optimize it? Create two versions of the asests, i.e. A and B versions. Send them to an equal number of people, measure their desired CVRs, and determine which version is more appealing to your users. 

  • Elevate Your Calls To Action Strategy 

Calls to action are an important part of your business, so they should grab the attention of your visitors. It should be simple, clear, direct, and concise and have punchy verbs like join, buy, today, now, etc., to compel the customers to perform the action immediately. 

  • Live Chat

It engages visitors who are ambivalent about your desired products or services. Each customer may have questions about your product, and getting their answers instantly convinces them to convert.

  • Clarifying The Benefits Of Your Products

You should offer complete information regarding the specific product, including; how it solves your problem, whether it will relieve you, what its procedure is, etc. Clarifying beforehand will avoid clicking off people who are not interested in it. 

  • Attach Eye-Catching Reviews 

The reviews from savvy users or positive testimonials offer concrete proof of your desired services, letting people trust your company or products. 

  • Do Not Play Hide And Seek With Your Audience

Internet users do not have time or patience to scroll around your content pages or hunt for your call to action. So, put the link or button on the top where it is easily accessible to everyone without the need to scroll down. 

  • Define Your Targets

Defining who you are marketing is essential for right message & tone, this is also the reason why brand positioning is very important. Whether you are using keyword or audience targeting, it should enhance your CVR and marketing performance. If you notice a low CVR, adjust your targeting. For keywords targeting, adjust the keywords and spend more on those keywords driving better results. Adjust the demographics and parameters for audience targeting to reach the right customers. 

  • Avoid To Ask Too Much Information

If your goal is to get visitors to create an account for something, ask for a little bit of information. Do not ask for too much personal information; it makes customers uncomfortable and takes too much time. They get bored and leave the site without signing up. 

  • Increase Your Website/App Speed

The visitors will bounce off your website if it takes much time to load the content. Improve your website/app speed to keep your customers there longer, leading them to convert.

  • Add Incentives

Incentives are a powerful tool, allowing users to complete the action quickly to receive them. The types of incentives depend on your audience and include; coupons, free downloads, free trials, promotion offerings, etc.

Common CVR Metrics:

Understanding different CVR metrics improves your business’s revenue and drives better results. They include;

  • Website CVR

Website CVR refers to the percentage of users to your website who completed the desired action, such as; making a purchase, filling out a form, or subscribing to your service. It is crucial for businesses as it directly impacts revenue generation. The formula to calculate website CVR is as follows;

Website CVR= (number of website users who completed the action/total visitors) x 100

So, create a website that addresses your audience’s pain points. It includes a deep understanding of your target audience and their needs. Moreover, tweak and test your website continually to improve your CVR. The optimization of the website CVR includes;

  • Optimize your landing pages. 
  • Simplify your checkout process.
  • Offer discounts or free shipping. 
  • Include your customer testimonials.

These tactics help you generate more leads, high CVR, and profits. 

  • Landing Page CVR

Landing page CVR refers to the percentage of users to a specific landing page who completed the desired action, including; signing up, downloading the specific resource, etc. To calculate it, use this formula;

Landing page CVR= (number of people who completed the action/total visitors to the landing page) x 100

So, create a landing page that can convert visitors into leads or customers. It should include a clear value proposition, eye-catching headlines, a strong call to action, and persuasive copy. To optimize your landing page;

  • Conduct A/B testing 
  • Simplify your fields
  • Include your customer testimonials
  • Use images or videos to highlight your products or services
  • Campaign CVR

It refers to the percentage of visitors who completed the specific action, such as; signing up, making a purchase, etc., due to the desired marketing campaign. Campaign CVR allows businesses to determine the effectiveness of their paid marketing or PPC efforts and allocate more resources to make them successful. To calculate it, use this formula;

Campaign CVR= (number of people who completed the desired action/total people who were included in the campaign) x 100

So, you should create a campaign that resonates with your audience and solve their queries. To optimize your campaign CVR;

  • Use compelling visuals that capture the attention
  • Target specific audiences with personalized messaging
  • Optimize your campaign across social media, email, etc.


The main difference between CVR and CTR include;

It refers to the conversion rate. It refers to the click-through rate.
It measures your content’s success, determining how many users convert or perform the desired action.   Tracks how many people engage with an ad and whether or not they convert. 
Its formula includes: CVR = (number of conversions /number of impressions) x 100 It is calculated as: CTR = (clicks / impressions) x 100

High CVR and low CTR mean that users are interested in what you offer but not in dealing with or subscribing. Low CVR and high CTR indicate people are not heading to your offer page and just want to subscribe once there.

The Verdict

CVR is the most crucial and successful metric in digital marketing, helping companies or businesses to optimize their website, generate leads, achieve their goals, and earn profits. It lets you develop sustainable marketing tactics, increase revenue, save money, and gain more users. So, what are you waiting for? Calculate your website or campaign CVR, optimize it, and make your business successful.