Conversion rate calculator
The percentage of visits that turn into sales or sign-ups.
Calculator inputs
Results
Enter your values and press “Calculate” to see the result.
In short
- What it calculates
- The percentage of visits that turn into sales or sign-ups.
- Formula used
Rate = conversions ÷ visits × 100- Example
- 184 conversions from 7,200 visits with £2,500 of spend:
Conversion rate calculator
The conversion rate sums up, in a single number, whether your site persuades. Doubling it is worth as much as doubling traffic, and is usually far cheaper.
Enter the spend for the period as well and you get the cost per conversion, which is that rate translated into money.
How it works
Conversions are divided by visits. If you enter the spend for the period, it is shared across the conversions achieved to give the cost of each one.
Formula
Rate = conversions ÷ visits × 100
Cost per conversion = spend ÷ conversions
Worked example
184 conversions from 7,200 visits with £2,500 of spend:
Rate: 2.56%
One conversion every 39.1 visits
Cost per conversion: £13.59
Explanation
The industry average means nothing for you
It is often repeated that a normal e-commerce conversion rate is around two per cent, but that figure mixes incomparable sectors, price points and traffic sources. A shop selling expensive furniture and one selling t-shirts cannot be compared, nor can brand traffic and a cold campaign. The only useful benchmark is your own history.
Micro and macro conversions
Beyond the sale, measure the intermediate steps: adding to cart, starting checkout, subscribing. When final conversion falls, those steps show where the funnel breaks. Optimising the product page blindly when the problem is shipping costs is wasted time.
Beware small samples
With two hundred visits and four sales, the rate is two per cent, but one sale more or less moves it by twenty-five per cent. Drawing conclusions from a test with little data leads to decisions based on noise. A/B tests need enough volume before declaring a winner.
Conversion and profit do not always move together
Cutting prices raises conversion and can destroy margin. The metric that decides is revenue per visit, not the percentage.
Frequently asked questions
What conversion rate is normal?
In ecommerce it usually sits between 1% and 3%. Contact forms or downloads can exceed 10%.
Should I count visits or unique users?
Be consistent. Sessions are the usual choice; mixing sessions and users across periods makes the comparison meaningless.
What conversion rate should I have?
There is no universally valid figure. Compare yourself over time and segment by traffic source before drawing conclusions.
How many visits do I need to trust a test?
Enough that one conversion more or less does not change the outcome. With a few dozen conversions, observed differences are usually noise.
Need to calculate something else?
These tools are often used alongside this calculator.