Conversion rate calculator
Enter your visitors and how many of them bought, booked or signed up. See your conversion rate, and what the same traffic would bring at a higher one.
Your conversion rate
2.00%
20 out of 1,000 visitors, or about 1 in 50.
Same traffic, a better rate
| If the rate were | Conversions | Extra |
|---|---|---|
| 2.50% (×1.25) | 25 | +5 |
| 3.00% (×1.5) | 30 | +10 |
| 4.00% (×2) | 40 | +20 |
Illustrations, not predictions: what the same visitors would bring at a higher rate. Compare your rate with your own past weeks, not with published averages — here's why.
What is a conversion rate?
A conversion rate is the share of people who did what a page or a step is for, out of everyone who reached it. On a sales page that's buying; on a services page, booking a call; on a pricing page, starting a trial; on a lead form, sending it. A conversion is whichever of those you count, and the rate tells you how well the page turns visitors into it.
The conversion rate formula
Conversion rate = conversions ÷ visitors × 100
Count both over the same period and on the same page. 30 sales from 1,500 visitors is 30 ÷ 1,500 × 100 = 2%.
How to calculate conversion rate, by type
The formula never changes; what you count as visitors and conversions does.
| Rate | Conversions | Out of | Example |
|---|---|---|---|
| Ecommerce | orders | sessions or visitors to the store | 90 orders / 4,500 sessions = 2% |
| Sales page | purchases | visitors to the sales page | 12 sales / 800 visitors = 1.5% |
| Landing page | sign-ups or form sends | visitors to that landing page | 150 sign-ups / 1,000 visitors = 15% |
| Lead | leads (forms, bookings, emails) | website visitors | 40 leads / 2,000 visitors = 2% |
| Lead to customer | customers | leads | 8 customers / 40 leads = 20% |
| Checkout | completed orders | people who started checkout | 90 orders / 200 checkouts = 45% |
The examples are made up to show the arithmetic, not benchmarks. For published averages and why they disagree, see what is a good conversion rate.
Measure it on the right page
A conversion rate only means something for one action on one page. Your whole site's rate mixes blog readers with buyers. Take the page where the sale happens (the sales page, the pricing page, the booking page) and count the people who arrived there and the people who did the one thing it's for.
Compare equal periods. A week with a launch, a sale or a new ad isn't comparable with a quiet one. Full weeks, same days, same traffic sources where you can.
Why the rate is worth more than traffic
Going from 2% to 3% is 50% more sales from the same visitors. Getting 50% more visitors costs money or work every month; a better rate keeps paying once it's fixed, and every visitor you add later converts at it. The table above shows what that looks like for your own numbers.
How to raise it
Most visitors who leave do so for one of five reasons: they can't tell what it is, can't tell if it's for them, don't believe it, don't know what to do next, or aren't ready yet. Two of those are fixed on the page; the others need each visitor to get a different answer. We go through all of it in how to increase your conversion rate without more traffic.
To find out which of the five your page fails, run it through the free sales page grader. To know whether a change worked, the A/B test calculator tells you how much traffic a fair test needs, and the statistical significance calculator whether a result is real.
Questions
How is the conversion rate calculated?
Conversions divided by visitors, times 100. If 1,000 people visited your sales page and 20 bought, your conversion rate is 2%.
What counts as a conversion?
The one action the page is for: a purchase on a sales page, a booked call on a services page, a started trial on a pricing page, a sent request on a quote page. Count one action per page, or the number stops meaning anything.
Should I count visitors or sessions?
Either works if you stay consistent. Analytics tools define them differently, which is one reason published averages disagree. Use the same tool and the same definition every time you compare.
What is a good conversion rate?
There's no universal answer: it depends on price, traffic and market, and published averages are mostly vendor data measured in different ways. The useful comparison is your own page over equal past periods.
Do you store what I enter?
No. The calculator runs in your browser; nothing you type is sent anywhere.