Definition
Conversion rate
Conversion rate is the share of visitors or sessions that complete a purchase, usually shown as a percentage. On a product page it answers a narrower question: of the shoppers who looked at this item closely enough to open its page, how many bought it?
Site-wide conversion rate is a blunt instrument because it mixes traffic sources, campaign spikes and seasonality. Product-page conversion on a defined set of SKUs, compared against a similar set without the change, is where you can actually attribute an effect to something you did.
For try-on specifically, conversion moves before return rate does, and that ordering matters. Reported conversion lift on try-on-enabled products sits around 20–30% across cross-vendor studies, with the wider literature ranging from roughly 17% to 40% depending on catalogue and method.
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