Baseline conversion refers to the starting conversion rate that serves as a benchmark for comparison. It is recorded before any A/B test, campaign, or optimization initiative begins.
Establishing this baseline ensures improvements can be measured accurately. For example, if a site’s baseline conversion rate is 3%, and a redesign increases it to 3.6%, the impact can be quantified at 20% growth. Without this reference point, test results lose context.
[Image: AICPA] Blue circular seal for AICPA SOC compliance, featuring a white horizontal line separating the "AICPA" and "SOC" text. The design uses a gradient of light and dark blue tones with additional descriptive text and a URL following the curve of the outer ring.
Text in image: AICPA SOC aicpa.org/soc4so SOC for Service Organizations | Service Organizations TM[Image: GDPR] A circular logo representing General Data Protection Regulation (GDPR) featuring a dark blue background and the white acronym "GDPR" in the center. The text is encircled by 12 five-pointed yellow stars, mirroring the design of the European Union flag.
Text in image: GDPR[Image: CCPA] A circular seal for the California Consumer Privacy Act featuring a dark blue map of California with a yellow padlock icon over it. The acronym CCPA is centered in large blue letters below the map, and the full name of the act wraps around the circular blue border in white capital letters.
Text in image: CALIFORNIA CONSUMER PRIVACY ACT CCPA[Image: ISO] A circular blue and white certification seal for ISO 9001:2008. The logo features a central blue circle containing the specific ISO standard, surrounded by a white ring with dark blue border lines and text.
Text in image: CERTIFIED ISO 9001:2008 COMPANY[Image: HIPPA] A circular blue and white seal certifying HIPAA compliance, featuring a central caduceus symbol (a staff with wings and a serpent). The main text curves around the inner border, while the website URL is written along the bottom outer edge.
Text in image: HIPAA COMPLIANT HIPAATraining.com[Image: G2 review] A G2 software review badge in a shield shape, featuring a white background with "High Performer" in bold black text and a top header reading "WINTER 2026." The G2 logo is positioned in the top right corner on a red square, and the bottom of the badge is accented with orange and yellow diagonal stripes.
Text in image: WINTER 2026, G2, High Performer