What is Conversion rate?
Conversion rate is the percentage of store visitors who complete a purchase — orders divided by visitors, expressed as a percentage.
Typical ecommerce conversion rates sit in the low single digits, so a rate of one to three percent is normal rather than a failure. Context matters more than the absolute number: compare against your own history, not against someone else's claim.
For small stores the fastest improvements usually come from removing friction rather than adding persuasion — showing shipping cost early, allowing guest checkout, and answering the obvious questions in the product description.