About the Conversion Rate Calculator
This conversion rate calculator turns two numbers — visitors (or sessions, clicks or leads) and conversions — into a conversion rate. Enter a target rate and it also tells you how many conversions that goal represents, how many more you need, and, if you add an average order value, what reaching the target would be worth in revenue.
It suits e-commerce store owners tracking checkout performance, marketers measuring landing pages and ad campaigns, and SaaS teams watching sign-up or trial-to-paid rates. A “conversion” is whatever action you count: a purchase, a lead form, a sign-up, a download or a call.
Use the same time period and the same definition of a visitor for both numbers. Mixing sessions with unique users, or counting conversions that came from a different channel, will give a misleading rate.
With the default inputs, the conversion rate is 2.5%. Change any value above to recalculate instantly.
How to use the conversion rate calculator
- 1Enter the number of visitors, sessions or clicks for a period.
- 2Enter the conversions recorded in the same period.
- 3Set a target conversion rate you want to reach.
- 4Optionally add the average value of a conversion to see the revenue impact.
Formula and method
Conversion rate is the share of visitors who completed the action you care about, expressed as a percentage. The conversions needed at a target rate are Visitors × target ÷ 100, and the gap is that figure minus your current conversions (never below zero).
Revenue figures multiply conversions by the average value per conversion. They assume traffic stays the same, so they show the value of improving conversion alone, which is often cheaper than buying more visitors.
- Conversions
- Completed goal actions (orders, leads, sign-ups)
- Visitors
- Sessions, users or clicks in the same period
Worked examples
Online store: 300 orders from 12,000 visitors
300 ÷ 12,000 = 0.025, a 2.5% conversion rate. At a 3.5% target the same traffic would produce 420 orders, 120 more than today, lifting revenue from $18,000 to $25,200 at a $60 average order.
Larger store below a 2.5% goal
900 orders from 50,000 visitors is a 1.8% rate. Hitting 2.5% would mean 1,250 orders — 350 more — and revenue of $106,250 instead of $76,500 at an $85 order value.
Landing page leads
180 form fills from 2,400 visits is a 7.5% conversion rate. A 10% target would require 240 leads, so the page needs 60 more from the same traffic.
Frequently asked questions
How do you calculate conversion rate?+
Divide the number of conversions by the number of visitors (or sessions or clicks) in the same period and multiply by 100. For example, 50 sales from 2,000 visitors is 50 ÷ 2,000 × 100 = 2.5%.
What is a good conversion rate?+
It depends heavily on industry, price point, traffic source and what counts as a conversion. A lead form or free sign-up usually converts far higher than a purchase of an expensive product, so compare against your own history and similar pages.
Should I use sessions or users?+
Either works as long as you are consistent. Session-based rates are lower because one person can visit several times before buying; user-based rates are higher. Most analytics tools report e-commerce conversion rate per session.
How can I improve my conversion rate?+
Common levers are faster pages, clearer offers and calls to action, fewer form fields, trust signals such as reviews and guarantees, and better-matched traffic. Test one change at a time with an A/B test to confirm the lift.
What is the difference between conversion rate and click-through rate?+
Click-through rate measures how many people who saw an ad or link clicked it. Conversion rate measures how many of the people who arrived went on to complete the goal action, such as buying or signing up.