Conversion rate

The share of people who start verification and finish it.

If 1,000 people begin the verification flow and 800 complete it, the conversion rate is 80 percent.

Completed verifications as a proportion of initiated sessions, typically measured within a defined session window so an abandoned-then-resumed attempt isn't double-counted. A session is one attempt at the flow, and the window is the period during which a returning user still counts as the same attempt.

Conversion rate depends on a few measurement choices:

• What counts as completed, such as finishing capture or receiving a final decision.
• What counts as started, such as opening the flow or submitting the first step.
• The window, which decides whether a person who leaves and returns counts once or twice.

Several factors raise or lower the rate:

1. Friction, such as more steps, more document requests, and active liveness prompts.
2. Speed, since slow responses cause abandonment.
3. Capture experience, since hard-to-use camera screens lose people.
4. Trust and clarity, since people leave when they do not understand why something is requested.

Conversion rate sits next to terms that are easy to mix up:

• Drop-off shows where in the flow people leave, while conversion rate shows how many finish overall.
• Pass rate counts genuine users who are approved, which differs from counting everyone who finishes.
• Onboarding is the flow whose conversion this metric measures.