KPIs for Product Managers

KPIs for Product Managers: conversion rate

Learn how to measure the success of your product with conversion rate KPIs.

As a product manager, you are always on the lookout for ways to measure and improve the effectiveness of your products. One of the most important KPIs (Key Performance Indicators) for any product manager is conversion rate. In this article, we will discuss everything you need to know about conversion rate, from understanding its definition to strategies for improving it and analyzing conversion rate data to achieve your conversion rate goals.

Understanding Conversion Rate as a KPI

Before getting into the nitty-gritty of calculating and analyzing conversion rate, it's important to understand what it means and why it's such an important KPI for product managers. Simply put, conversion rate measures the percentage of visitors to your website or product who take a specific desired action, such as making a purchase or filling out a contact form. For product managers, measuring conversion rate is a critical way to understand how well your product is resonating with its audience and how effectively it is driving revenue.

Definition of Conversion Rate

Conversion rate is typically calculated as a percentage, by dividing the number of people who complete the desired action by the total number of people who visit the product or website. For example, if your website receives 1000 visitors and 100 of them make a purchase, your conversion rate is 10%. This basic definition can be customized to fit specific product goals and objectives, such as sign-ups or click-through rates.

It's important to note that conversion rate is not a one-size-fits-all metric. The desired action can vary depending on the product or website, and the conversion rate calculation should be tailored to reflect the specific goals of the business.

Importance of Conversion Rate for Product Managers

Conversion rate is an essential KPI for product managers because it provides insight into how well your product is performing. By monitoring conversion rates, product managers can see how users are reacting to different aspects of their product, such as pricing, user interface, and messaging. This information can then be used to guide future product development decisions, helping you to make more data-driven choices.

For example, if your conversion rate is low, it could indicate that there are issues with your product's messaging or user experience. By analyzing the data, you can identify the specific areas that need improvement and make changes to increase your conversion rate.

How to Calculate Conversion Rate

Calculating conversion rate is relatively simple, but it's important to do it correctly to ensure accurate measurement. The calculation involves dividing the number of people who complete the desired action by the total number of people who visit the product or website. This percentage can be further broken down into segments such as by device type, visitor source, and others to obtain more granular insights.

It's important to track conversion rate over time and to compare it to industry benchmarks to get a sense of how well your product is performing compared to others in your market. By using conversion rate as a KPI, product managers can make informed decisions about how to improve their product and drive revenue growth.

In conclusion, conversion rate is a critical KPI for product managers to track. By understanding what it means, why it's important, and how to calculate it, product managers can gain valuable insights into their product's performance and make data-driven decisions to drive growth.

Setting Conversion Rate Goals

Conversion rate is a key performance indicator (KPI) that measures the percentage of website visitors who take a desired action, such as making a purchase or filling out a form. It's an important metric because it provides insights into how effective your website is at turning visitors into customers or leads. Once you have a good understanding of conversion rate and its importance, it's time to set concrete goals for this KPI. Setting realistic goals is important, as it enables you to measure progress and assess the effectiveness of your efforts.

Identifying Target Conversion Rates

The first step in setting conversion rate goals is to identify achievable target conversion rates. This can be done by looking at industry benchmarks, tracking your competitors’ websites’ conversion rates, and analyzing data for similar products to understand where you stand in comparison to the market. For example, if you run an e-commerce website selling clothing, you might find that the average conversion rate for clothing websites is around 2%. This gives you a starting point to work from when setting your own conversion rate goals.

It's important to note that target conversion rates will vary depending on your industry, product, and target audience. What works for one company may not work for another, so it's important to take into account your specific unique characteristics when setting goals.

Aligning Conversion Rate Goals with Business Objectives

When setting conversion rate goals, it's also important to align them with broader business objectives. For example, if your company is focused on generating revenue, you may want to set conversion rate goals based on sales volume. This means setting a goal for the number of sales you want to make in a given period and working backwards to determine the conversion rate needed to achieve that goal.

On the other hand, if your company is focused on lead generation, you may want to set conversion rate goals based on the number of leads captured. This means setting a goal for the number of leads you want to capture in a given period and working backwards to determine the conversion rate needed to achieve that goal.

By aligning conversion rate goals with broader business objectives, you ensure that everyone in the organization is working towards the same goals and that efforts are focused on what matters most to the company.

Regularly Reviewing and Adjusting Conversion Rate Goals

Finally, conversion rate goals should be regularly reviewed and adjusted as needed. As your product evolves and your target audience changes, it may be necessary to modify your conversion rate goals to ensure they remain achievable but ambitious. Use data-driven decision-making to assess your progress regularly and adjust goals and strategies accordingly.

It's also important to remember that conversion rate is just one metric, and it should be used in conjunction with other KPIs to get a complete picture of how your website is performing. By regularly reviewing and adjusting your conversion rate goals, you can ensure that your website is always optimized for maximum effectiveness.

Strategies to Improve Conversion Rate

Now that you understand how to calculate and set goals for conversion rate, let's look at practical strategies for improving this KPI and achieving your conversion rate goals.

Optimizing User Experience

One of the most impactful ways to improve conversion rate is to optimize the user experience of your product. This can be accomplished in numerous ways, such as simplifying the checkout process, reducing page load times, and making sure your product's content and design are user-friendly.

One effective way to optimize user experience is to ensure that your website is mobile-friendly. With the increasing use of smartphones and tablets, it is essential that your website is optimized for mobile devices. This means that your website should have a responsive design that adapts to different screen sizes, and that the content on your website should be easily readable on smaller screens.

Another way to optimize user experience is to make sure that your website is easy to navigate. Users should be able to find what they are looking for quickly and easily. This means that your website should have a clear and intuitive navigation menu, and that important information should be easy to find.

A/B Testing and Experimentation

Another effective way to improve conversion rates is through A/B testing and experimentation. This involves creating multiple variations of your product's design or messaging and measuring their impact on conversion rate. This helps identify the most effective designs and messaging and optimize your product's performance over time.

One important thing to keep in mind when conducting A/B testing is to make sure that you are only testing one variable at a time. This will help you isolate the impact of each variable and make more informed decisions about which changes to make to your product.

Another important consideration when conducting A/B testing is to make sure that you have a large enough sample size to draw meaningful conclusions. A small sample size may not be representative of your entire user base, and may lead to inaccurate conclusions.

Leveraging Customer Feedback

Customer feedback is an invaluable resource when it comes to identifying opportunities to improve conversion rate. Use customer feedback surveys and other methods to get input from your customers, then use that information to make data-driven decisions about which aspects of your product to change or improve.

One effective way to gather customer feedback is through online surveys. You can use tools like SurveyMonkey or Google Forms to create surveys that ask your customers about their experience with your product. Be sure to ask open-ended questions that allow customers to provide detailed feedback, as well as closed-ended questions that allow you to gather quantitative data.

Another way to gather customer feedback is through social media. Monitor social media channels like Twitter, Facebook, and Instagram for mentions of your brand or product, and respond to customer feedback and complaints in a timely and professional manner.

Personalization and Segmentation

Personalization and segmentation techniques can help you tailor your product to the specific needs and preferences of your target audience, improving conversion rates in the process. Use customer data and analytics to segment your target audience and tailor your product's messaging and design accordingly.

One effective way to personalize your product is to use targeted messaging. This involves creating messaging that is tailored to specific segments of your target audience. For example, if you sell a product that is popular with both men and women, you may want to create separate messaging for each gender.

Another way to personalize your product is through product recommendations. Use customer data and analytics to recommend products that are likely to be of interest to individual customers. This can help increase the likelihood of conversion by showing customers products that are relevant to their interests and needs.

Analyzing Conversion Rate Data

Finally, it's important to analyze conversion rate data regularly to gain insights that can help improve your product over time. This analysis can involve identifying conversion rate trends, understanding conversion funnel drop-offs, and evaluating the impact of marketing campaigns on conversion rate.

Identifying Conversion Rate Trends

By tracking conversion rate over time, you can identify trends and patterns that can be used to drive more effective decision-making about product development. Use data visualization tools to represent trends in a concise and actionable format.

Understanding Conversion Funnel Drop-offs

Conversion funnel drop-offs occur when visitors abandon their flow through the purchasing process. Identifying where and why these drop-offs occur is a crucial part of improving conversion rates. Analyze data on user behavior and visitor journeys to better understand where visitors tend to lose interest or become confused.

Evaluating the Impact of Marketing Campaigns on Conversion Rate

Finally, it's essential to evaluate the impact of marketing campaigns on conversion rate. By tracking how specific marketing campaigns influence conversion rate, you can make data-driven decisions about which campaigns to continue and which to abandon. This process will also allow you to optimize future marketing campaigns towards converting more visitors into loyal customers.


Conversion rate is a critical KPI for product managers to understand and improve over time. By understanding its definition and importance, setting achievable goals, utilizing effective strategies to improve conversion rates in the context of broader business objectives, and making data-driven decisions based on insights gained from analyzing conversion rate data, product managers can develop more effective products that provide sustainable revenue streams.