The number of visitors may not be an adequate performance indicator for every website. In some cases, it is considered a more accurate indicator for visitors to take the desired actions. For example, the number of users making a purchase can sometimes be a more important indicator for an e-commerce site, just as the number of subscribers is for a message board. Conversion rate is defined as the number of visitors to a website, who complete the desired action out of the total number of visitors.

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