Definition
CVR (Conversion rate)
CVR is the percentage of visitors who complete the desired action (purchase, signup, lead) after clicking.
What it means
CVR is calculated as conversions ÷ clicks (or sessions). It reflects landing page quality, offer-market fit, trust, and message match between the ad and the page. Great creative can improve CVR by attracting the right intent and setting expectations clearly.
Why it matters
- CVR is often the biggest lever for profitability at scale.
How to improve it
- Ensure message match: same promise in ad and landing page.
- Use clearer proof (reviews, demos, results where compliant).
- Reduce friction in the funnel (forms, steps, load time).
Common mistakes
- Driving cheap clicks that don’t match the offer.
- Burying pricing, trust, or key objections on the page.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: