The conversion rate indicates how many of the total number of visitors eventually converted into sales. The higher the conversion rate the better.
We calculate a conversion per event. This is useful in determining which types of events/audiences are more likely to purchase photos. It could also help provide a good idea of the sales one can expect from a given size event.
Generally a 5% conversion rate is considered very good for online sales. However, we regularly see events with a conversion rate of 10% and higher.