Which metric represents the percentage of visitors who complete a desired action?

• A. Engagement rate
• B. The conversion rate
• C. Bounce rate
• D. Click-through rate

Answer: (B)

The main concept being tested is measuring the share of visitors who take a specific goal action, expressed as a conversion rate. Conversion rate is calculated by dividing the number of conversions (completed goals) by the total number of visits, then multiplying by 100 to get a percentage. For example, if 1,000 visitors lead to 50 completed purchases, the conversion rate is 5%.

This metric directly answers the question about the percentage of visitors who complete a desired action, which is why it’s the best choice. Other metrics describe different behaviors: engagement rate looks at how actively users interact with content, bounce rate tracks those who leave after a single page, and click-through rate measures how many people click a link or ad among those who viewed it, not whether they finish the intended action.