Enter your visitors and conversions to get your conversion rate straight away. Add the value of each conversion to see revenue per visitor too.
Results are estimates for planning. Check the figures before you make a financial or health decision.
How to calculate conversion rate
Divide the number of conversions by the number of visitors, then multiply by 100:
Conversion rate = conversions ÷ visitors × 100
A conversion is whatever action you want people to take: a purchase, a sign-up, a booking, a download or a form submission. If 250 of 10,000 visitors buy, the conversion rate is 2.5 per cent. Count visitors and conversions the same way, for example sessions with sessions or unique users with unique users, so the rate is not distorted.
Worked example
Using the default values in the calculator above:
| Input | Value |
|---|---|
| Visitors (or sessions, or leads) | 10,000 |
| Conversions (sales, sign-ups or enquiries) | 250 |
| Value per conversion, optional | 80 |
| Result | Value |
|---|---|
| Conversion rate | 2.5% |
| Conversions per 1,000 visitors | 25 |
| Visitors per conversion | 40 |
| Revenue from conversions | 20,000 |
| Revenue per visitor | 2 |
| Visitors needed for 100 conversions | 4,000 |
What is a good conversion rate?
There is no single good figure. Rates vary widely by industry, product price, traffic source and device. Email and returning visitors usually convert better than cold paid traffic, and low-priced items convert better than expensive ones. The best benchmark is your own past performance: track the rate over time and test changes against it.
Tips and common mistakes
Segment before you judge. A blended rate hides the fact that mobile, desktop and different channels often convert at very different rates. Compare like with like, such as paid search against paid search.
Small samples mislead. A rate based on 20 visitors can swing wildly, so wait until you have enough data. For comparing two versions of a page, use the A/B test significance calculator.
Watch what you count as a visitor. If bots, staff or repeat visits inflate traffic, the rate looks lower than it really is. Likewise, count only completed conversions, not clicks on a button.
Frequently asked questions
What is conversion rate?
The share of visitors who complete a goal, such as buying or signing up. It is conversions divided by visitors, shown as a percentage.
How do I improve my conversion rate?
Test one change at a time: clearer headlines, a shorter form, faster pages, stronger proof such as reviews, and a single obvious next step. Measure each change before keeping it.
Should I use visitors or sessions?
Either works if you stay consistent. Sessions count repeat visits separately, so the rate is usually lower than with unique visitors.
How many visitors do I need for a reliable rate?
The more conversions you have, the more reliable the rate. As a rough guide, aim for at least a few hundred visitors and dozens of conversions before drawing conclusions.