Conversion rates measure the percentage of visitors to a website who take a desired action, such as making a purchase or signing up for a newsletter. This metric helps businesses understand how effectively they are turning potential customers into actual customers. A higher conversion rate indicates a more successful marketing strategy. To calculate the conversion rate, divide the number of conversions by the total number of visitors, then multiply by 100. For example, if a website has 100 visitors and 5 make a purchase, the conversion rate would be 5%. Tracking conversion rates can help improve marketing campaigns and enhance user experience.