Platform · Metrics · CVR
CVR: Conversion rate
The share of clicks or sessions that become the conversion you care about. The test of whether the page and offer deserve the traffic you bought.
What it is
Conversion rate is how often traffic does the thing you asked: purchase, lead, booking, install. Paired with CTR it tells you which side of the click is broken. Ad problems and page problems need different drafts. CVR is how the Operator chooses.
Why it is worth tracking
Media teams rewrite ads when the landing page is the leak. Content teams rewrite pages when the ad attracted the wrong click. CVR, read with CTR and AOV, is the fork in the road. It is also the metric that makes “more traffic” a bad idea when the page cannot close.
How to read it
A single number is not a brief. These splits are what change the work.
CTR strong, CVR weak
Traffic arrived. The page, offer, proof, or checkout failed. Draft the landing path and the post-click journey.
CTR weak, CVR strong
The page works for the people who get there. Spend the draft budget on ads, not another hero rewrite.
CVR down on mobile only
Speed, formality of the CTA, or a form that fails on a 6-inch screen. Cut mobile-first, especially for APAC traffic.
What the Operator does
Diagnose, act, then draft. The stats pick the job. Brand voice stays locked.
Diagnose
The Operator splits CVR by device, market, source, and landing URL. A blended 2% can hide a 4% desktop page and a 0.6% mobile checkout.
Act
Stop buying more traffic into a page that cannot convert. Send spend to URLs and offers that close. Flag tracking gaps so a pixel miss is not treated as a conversion crisis.
Draft
Rewrite hero, proof, objections, FAQ, and CTA in brand voice. Produce market-specific heroes and shorter mobile cuts without rebuilding the whole site. If the leak is post-click email, draft that sequence instead.
Example brief
“Paid traffic CVR on the SG landing page is 1.2% desktop and 0.4% mobile. CTR from ads is healthy. Rewrite the mobile hero, proof strip, and checkout CTA. Include PayNow / GrabPay reassurance. Keep desktop copy. Tone: precise, not hype.”
Paste a brief like this into a Basis Operator. Connected account context and brand rules apply automatically.
Related metrics
Read it with these, or you will optimize the wrong surface.