# What is Conversion rate?

> Conversion rate is the share of visitors or sessions that complete a goal, such as buying an evaluation, measured per page, channel or step of checkout.

- Source: https://pipvalley.com/glossary/conversion-rate
- Publisher: PipValley - web design studio for prop trading firms
- Updated: 2026-10-03

In a prop firm, the conversion rate that matters most is visitor to purchase, but it is more useful broken into steps: landing to pricing table, pricing table to checkout, checkout to payment, and payment success, which depends on the processor.

Conversion varies widely by traffic source. Affiliate traffic from a trusted creator often converts differently from search traffic comparing firms, so compare channels separately rather than chasing a site-wide average.

Common fixes are rarely cosmetic: clearer rules on the pricing table, visible payout proof, fewer checkout fields, more payment methods, and faster mobile pages.

## Why it matters

Small changes in conversion change acquisition cost across every channel at once. Measure each step with your own analytics tied to CRM purchases, test one change at a time, and treat a low payment success rate as a processor problem, not a design problem.