E-commerce conversion rate is a specific application of the general [[Overall Product Conversion Rate]], referring to the **percentage of visitors to an online store who complete a purchase**. This metric is essential for evaluating the performance of e-commerce sites and is calculated using the following formula: >[!formula] >${\text{E-commerce\ CR\ \%}}=\dfrac{Orders}{\text{Website visits}}$ The e-commerce conversion rate is calculated based on *the number of sessions (visits) rather than unique users*. Reporting based on users inflates the conversion rate and misrepresents actual performance. >[!note] > Ensure the orders and visits are taken from the same time period to maintain accuracy. ### Alternative Names E-commerce conversion rate is also commonly referred to as: - Online store conversion rate - Transaction rate - Order rate