Key Facts

• The conversion rate formula is simple: number of conversions divided by total opportunities, multiplied by 100 according to Amplitude's guide.
• Email drives landing page conversions at 19.3% — the highest of any channel, per Unbounce data.
• AI-referred shoppers convert 54% better than other traffic in US retail, Adobe found in June 2026.
• A 1-second page load converts 3x better than 5 seconds — ecommerce conversion drops 0.3 percentage points per extra second, Portent research shows.
• 70.22% of shoppers abandon carts, but better checkout design alone can lift conversions 35.26% per Baymard Institute.
• Copy written at a 5th-7th grade reading level converts at 11.1% — more than double professional copy's 5.3% according to Unbounce.
• Only 12% of A/B tests produce statistically significant wins, Optimizely data shows.