# Conversion Rate (CVR)

### Conversion rate is the share of visitors or viewers who actually purchase, and it typically runs higher in live commerce than on a standard product page.

## How is it calculated?

Orders divided by visitors, or by viewers. In live the denominator is the real decision: cumulative viewers produce a low number, people who tapped a product card produce a high one. Without fixing that definition, comparing one broadcast to the next is meaningless.

## Why is live higher?

People watching already arrived with intent, their questions get answered in real time, and there's usually a time-limited offer attached. Interest, information, and incentive all operate on the same screen, which a product page can't match.

## Frequently Asked Questions

**Q. Conversion is high but revenue isn't growing — what should I check?**

Either traffic is too small or order value is too low. Conversion is a ratio: a small denominator flatters it without moving absolute revenue.

**Q. Is comparing to an industry average useful?**

Only loosely. Measurement definitions differ between companies, so the raw numbers aren't comparable. Tracking your own broadcasts on a consistent definition is far more useful.

## Related terms

- [Average Order Value (AOV)](/content/en/glossary/average-order-value/index.html)

- [CTR (Click-Through Rate)](/content/en/glossary/ctr/index.html)

- [Bounce Rate](/content/en/glossary/bounce-rate/index.html)