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Conversion rate

HR Glossary

Conversion rate

A term used to describe the rate at which a visitor to a company website (particularly in e-commerce) converts from simply viewing the website to taking an action that benefits the business, such as making a purchase, signing up to a newsletter, or asking for a quote. Conversion rates can be increased through the use of search engine optimisation (SEO) which uses keywords on the website to boost the company’s ranking on search engines. This is cheaper and easier than expensive paid search campaigns.

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