Conversion rate
A conversion rate is the share of people at one step who go on to the next: signups divided by visits, or paying customers divided by signups.
Worked example (made-up numbers)
In a month your site has 2,000 visits, 60 signups and 6 new paying customers.
- Visit to signup: 60 ÷ 2,000 = 3%.
- Signup to paying: 6 ÷ 60 = 10%.
- Visit to paying: 6 ÷ 2,000 = 0.3%.
Split by source, the same month might show visits from one community signing up at 8% and visits from an ad at 1%. That split says more than the total.
Which ones to track early
- Visit to signup, per source. Tells you which channels send the people the product is for.
- Signup to paying, per source. Tells you which channels send people who value it enough to pay.
- One step inside your product that shows real use (created a first project, invited a teammate). It predicts paying better than signing up does.
Why it matters when you’re starting out
A conversion rate points at the step that loses the most people, which is where your next change should go. Low visit-to-signup with plenty of visits: the page or the offer. High signup, low paying: the product or the price.
Benchmarks you read online come from other products, audiences and definitions, so they rarely fit yours. The comparisons that help are your own: this month against last, this source against that one, before a change against after it.
How to measure it
- Decide the two steps and how you count them (visits or unique visitors, signups or confirmed signups), and keep that fixed.
- Count both over the same period and from the same source.
- Divide, and wait until the step has enough people for the number to settle.
In Nordva Launch
The Insights sources table shows visit-to-signup for each source (from 20 visits), and paying customers per source when Stripe is connected; the waitlist launch report shows how many of the people you told went on to pay. Funnels show the share that goes on at each step you define.