What does the "conversion rate" indicate?

The conversion rate is a key performance indicator that reflects the effectiveness of a website in achieving its objectives, often measured in terms of completing specific goals set by the site owner, such as making a purchase, signing up for a newsletter, or filling out a contact form. When you refer to the percentage of sessions that resulted in a goal completion, it demonstrates how well the website converts visitors into customers or leads, thus directly measuring the level of engagement and success in driving desired actions.

For example, if a website has 100 sessions and 5 of those sessions resulted in a completed goal, the conversion rate would be 5%. This metric is crucial for understanding user behavior and evaluating the effectiveness of marketing strategies. A higher conversion rate indicates more efficient website performance in guiding users toward taking meaningful actions that align with the site's goals.

The other options provided do not accurately reflect the concept of conversion rate. For instance, metrics related to sessions divided by page views, total users, or average time on site focus on different aspects of web analytics and do not capture the notion of goal attainment that defines the conversion rate.