What is a conversion rate?
One of the most important numbers in the Goal Module is the Conversion Rate. This is defined as the percentage of unique visitors who saw the variation and triggered the goal. In other words, it measures how often your variation was successful at achieving the conversion goal.
Optimizely now allows you to view both uniques and totals. You can toggle between the two modes by clicking on the Unique or Totals in the Goal Modules.
Whereas the default Uniques metric set captures how many unique visitors converted on a single goal, Totals displays the total number of conversions per unique visitor. This metric set allows you to easily measure repeat conversions with elements on your page, rather than just a single conversion. For goals in which repeat conversions are common or desired (such as social sharing), this could be a revealing lens to apply.