The conversion rate is the percentage of website visitors who become paying customers. For example, is a website is visited by 50 thousand people in a month, of which a thousand made purchases, it means that its conversion rate is 1,000/50,000, which equals 2%. But, sometimes conversion rate does not refer to the customers who have made purchases. Instead, it can relate to any other kind of action made by the visitor. For example, the conversion rate can relate to the percentage of subscriptions to a certain site or service, the number of downloads made on the site, and so on.