# Conversion rate

> Orders divided by visits, expressed as a percentage.

Source: https://barkingcat.ai/terms-of-trade/conversion-rate/

## Terms of Trade · Edition 2: The trading pack

Definition

Orders divided by visits, expressed as a percentage. It reports the share of visitors who bought and says nothing about who the rest were or why they came.

Field note

Conversion rate is the metric that brand experience was abandoned for.

Board question

What did the visitors who did not buy come for, and did the site give it to them?

Applied through

[The Review](https://barkingcat.ai/review/) measures against conversion alongside traffic, order value, margin and repeat, which is the only way the number means anything; [Customer Truth](https://barkingcat.ai/the-cats-whiskers/customer-truth/) in the Cat’s Whiskers asks who the visitors actually were.

Related terms
- [Basket abandonment](https://barkingcat.ai/terms-of-trade/basket-abandonment/)
- [Average order value](https://barkingcat.ai/terms-of-trade/average-order-value/)
- [Personalisation](https://barkingcat.ai/terms-of-trade/personalisation/)
- [Attribution](https://barkingcat.ai/terms-of-trade/attribution/)

## Contact

steve@barkingcat.ai

Barking Cat Advisory Limited. Registered in England and Wales, company number 17338003.