when people talk about conversion rates they mean this: if from 100 people who see the signups only 20 of them people really signed up than the conversion ration is 20 (%), let me know if that was clear
It is an average. It is the % of visitors who signup and become your customers. For example: 115 people visit your dating site and one person gets out the credit card and buys, your Conversion Ratio (CR) is 100 divided by 115 (to get a percentage value). That would be 0.87 in this case. That means you're turning 0.87% of visitors into customers.
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