Conversion Rate Calculator
Conversion rate is the percentage of visitors who complete a desired action, such as buying, signing up or submitting a form: conversions ÷ visitors × 100.
Calculate conversion rate
Conversion Rate Calculator
Conversion rate formula
Conversion rate (%) = (Conversions ÷ Visitors) × 100
Example
50 purchases from 2,000 visitors: 50 ÷ 2,000 × 100 = 2.50%.
How to use the calculator
- Enter total visitors (or sessions, or clicks; just be consistent).
- Enter total conversions for the same period.
- Select Calculate Rate.
Improving conversion rate
- Make the landing page match the promise of the ad or search result.
- Remove friction: fewer form fields, clear pricing and fast pages on mobile.
- Test one change at a time so you know what worked.
Conversion rate and CPC together give cost per acquisition: CPA = CPC ÷ (conversion rate ÷ 100).
Choosing the right denominator
The same conversions can produce very different rates depending on what you divide by:
| Divide by | Answers |
|---|---|
| Sessions | How often a visit ends in a conversion |
| Users | How many people converted at least once |
| Ad clicks | How well paid traffic converts after the click |
Pick one and keep it consistent across reports, otherwise month-to-month changes may only reflect a change in definition.
Is a change real or just noise?
Small samples swing a lot. Ten sales from 400 visitors (2.5%) can become seven sales the next week (1.75%) without anything having changed. Before acting on a difference, wait until each version has a meaningful number of conversions, not just visitors, and compare the same days of the week.
Turning a rate into revenue
Revenue = Visitors × Conversion rate% ÷ 100 × Average order value
At 5,000 visitors, 2% conversion and a $45 average order: 5,000 × 0.02 × 45 = $4,500. Raising conversion to 2.5% adds $1,125 with the same traffic, which is why landing-page fixes are often cheaper than buying more clicks.
Frequently asked questions
Either can work. Use the same definition every time so rates stay comparable.
Any action you define as a goal: a sale, a lead form, a newsletter sign-up or a download.
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