Conversion Rate Calculator
Conversion rate from visitors and conversions, expected conversions, or the visitors you need, with value per visitor.
Your funnel
Filled in with example values. Replace them with your own.
Optional
For example your average order value, to see total value and value per visitor.
Results update as you type.
Result
Conversion rate: 2.72% (87 of 3,200)
Conversion rate
2.72%
- Visitors who did not convert
- 3,113
How it’s calculated
Conversion rate
87 ÷ 3,200 × 100 = 2.72%
How the conversion rate calculator works
Choose what you want to know. The calculator can work out your conversion rate from visitors and conversions, how many conversions to expect from a number of visitors at a given rate, or how many visitors you need to reach a number of conversions. Add the value of one conversion to see the total value and what each visitor is worth.
The formulas
Conversion rate = Conversions ÷ Visitors × 100
Expected conversions = Visitors × Rate ÷ 100
Visitors needed = Conversions ÷ (Rate ÷ 100), rounded up
Value per visitor = Value per conversion × Rate ÷ 100
Worked example
A shop had 3,200 visitors and 87 orders last month, with an average order of 64.90:
- Conversion rate: 87 ÷ 3,200 × 100 = 2.72%
- Total value: 87 × 64.90 = 5,646.30
- Value per visitor: 64.90 × 2.71875% = 1.76
To get 50 orders at a 1.6% rate, it would need 50 ÷ 0.016 = 3,125 visitors.
Assumptions and limitations
- Visitors and conversions are whole numbers counted over the same period.
- Expected conversions are an average; real results vary from period to period.
- Money amounts are rounded half up to the cent.
- No industry benchmarks are built in.
Frequently asked questions
What counts as a conversion?
Any action you want people to take: a purchase, a sign-up, a download, a booked call. Count the same kind of action over the same period as the visitors.
Should I use visitors or sessions?
Either, as long as you are consistent. A conversion rate per session is usually lower than per visitor, because one visitor can come back several times. Analytics tools often show both.
What is a good conversion rate?
It depends heavily on the product, price, traffic source and what you count as a conversion, so there is no single benchmark. The most useful comparison is with your own earlier results.
Can the rate be above 100%?
Only if one visitor can convert more than once, for example by placing two orders. The calculator shows a note when conversions are higher than visitors.
How do I compare two versions of a page?
Work out the rate for each version separately. A difference between small numbers can be down to chance, so collect enough visitors before deciding.