Conversion Rate Calculator

The calculator divides conversions by visitors: conversion rate = conversions ÷ visitors × 100. It also shows the inverse, visitors per conversion, which is how much traffic each sale or sign-up takes.

With the defaults, 250 conversions from 10,000 visitors is a 2.50% conversion rate, or one conversion for every 40 visitors. The second figure is handy for budgeting: if each visitor costs you $0.50 in ads, each conversion costs about 40 × $0.50 = $20.

A conversion is whatever you decide to count: an order, a trial, a form, a download. Use one action per calculation. Mixing purchases and newsletter sign-ups in one number makes it impossible to tell which improved.

The field is labelled visitors or sessions because analytics tools report both, and they give different rates for the same conversions:

A user who comes back three times before buying counts once in users but three times in sessions, so session-based rates are lower. Neither is wrong. Pick one, label it, and compare only with figures that used the same one.

If conversions can repeat, for example several orders from one visitor, the rate can go above 100%. 620 orders from 500 visitors shows 124.00%. Count converting visitors instead of orders if you want a rate that can't exceed 100%.

Say a landing page converted 120 of 4,000 visitors (3.00%) and the rest of the site converted 130 of 6,000 (2.17%). The average of the two rates is 2.58%, but the overall rate is 250 out of 10,000, which is 2.50%. Always add up the visitors and the conversions first, then run the totals through the calculator.

The reverse also matters: a site-wide rate can fall while every individual page improves, if more of the traffic is going to pages that convert less. Check the rate per channel or page before deciding something broke.

Revenue from a set of visitors is visitors × conversion rate × average order value. With 10,000 visitors and a $62.50 average order:

• At 2.50%: 250 orders, $15,625
• At 3.00%: 300 orders, $18,750

A half-point rise in conversion rate adds $3,125 here without any extra traffic. Use the same arithmetic to compare a conversion project with simply buying more visitors.

Be careful with small samples. On 100 visitors, going from 3 to 4 conversions moves the rate from 3.00% to 4.00%, a full point from a single person. Wait for enough traffic before you treat a difference between two versions of a page as real.