Conversion Rate Calculator

Enter your conversions and visitors to get your conversion rate instantly, then see how it compares to real benchmarks for your channel and industry.

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Conversion Rate Calculator

Enter your conversions and visitors to get your conversion rate instantly, then see how it compares to real benchmarks for your channel and industry.

1
Enter your conversions

Sales, enquiries, sign ups or calls. Whatever counts as a completed goal for you.

2
Enter your visitors

The sessions, clicks or visits those conversions came from over the same period.

3
See the value

Add what a conversion is worth and the tool shows the revenue you are leaving on the table.

Your campaign numbers

The number of completed goals: purchases, form submissions, calls, bookings or sign ups. Use one goal type at a time for a meaningful figure.
The total sessions, visits or ad clicks over the same period. This must cover exactly the same dates as your conversions or the rate will be wrong.
Average order value, or the average value of a lead to your business. Adding this shows what your current rate is worth and what the benchmark would be worth.
Where the traffic came from. Conversion rates vary widely by source because intent varies widely, so set this before reading the benchmark.
Your business vertical. Combined with the channel this narrows the benchmark. Start typing to search sixty niches.

No match. Try a shorter word, or pick Other.

i

Count one goal type at a time. Mixing newsletter sign ups with purchases produces a healthy looking rate that tells you nothing useful about the business.

Your conversion rate
0.00%
Waiting for your numbers

0Conversions per 1,000 visitors
0Visitors that did not convert
—Conversions to reach the benchmark
Value of your current conversions—
Value at the benchmark rate—
Difference—
Enter your conversions and visitors on the left and your result will appear here instantly.
Want to know why your conversion rate looks like this? Get a conversion review

Recent calculations 0

Nothing saved yet. Run a calculation and press Save to keep it here, then tick any two to compare them side by side.

Benchmarks are approximate averages compiled from published advertising and analytics studies. Treat them as a directional guide, not a target. Your own trend over time is a more reliable measure.

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01Overview

What is conversion rate?

Conversion rate is the percentage of visitors who complete the action you want, whether that is a purchase, a form submission, a phone call or a free trial sign-up. It is the single number that connects traffic to revenue.

Enter your conversions and visitors into the free conversion rate calculator above and you get your rate instantly. Add the value of a conversion and it also shows the revenue you are leaving on the table compared with a benchmark for your channel and industry.

Small improvements compound. Moving from 2% to 3% sounds minor, yet it means 50% more sales from exactly the same traffic and ad spend.

Quick answer

Conversion rate = conversions ÷ visitors × 100. 45 sales from 1,500 visitors is a 3% conversion rate. Add your average order value to see the extra revenue a higher rate would bring.

  • Free, no sign-up
  • Benchmarks by industry
  • Shows lost revenue
  • Works for sales or leads
02How to use

How to use the Conversion Rate Calculator

Use one goal type at a time, such as purchases only or enquiries only, so the rate means something.

  1. Enter conversions

    Count completed goals for the period: orders, form fills, calls or bookings.

  2. Enter visitors or clicks

    Use sessions from analytics, or paid clicks if you are measuring an ad campaign. Match the exact same dates.

  3. Add value per conversion

    Optional. Your average order value or the value of a lead unlocks the revenue gap figure.

  4. Compare and act

    See how far you are from the benchmark and what closing the gap would be worth each month.

03How it works

How conversion rate is calculated

The formula is the same for an online shop, a SaaS trial page or a local service business.

The conversion rate equation
Conversion rate=ConversionsVisitors×100
216 ÷ 12,000 × 100 = 1.8%
Same traffic, higher rate
Orders at 1.8%
216 orders
Orders at 2.5%
300 orders, +$4,030 a month
Conversion rate formulaConversion rate (%) = (Conversions / Visitors) x 100Revenue gap = Visitors x (Benchmark rate - Your rate) x Value per conversion

Analytics tools count sessions, ad platforms count clicks. They never match exactly, so stay consistent with whichever you choose.

Worked example

An online skincare store reviews last month.

Visitors
12,000
Orders
216
Conversion rate
1.8%
Average order value
$48
Reaching a 2.5% rate would mean 84 more orders, worth about $4,030 extra per month from the same traffic.
04Benchmarks

Typical conversion rate ranges

Rounded ranges seen across many sites. Conversion rates vary hugely by price point, traffic source and what counts as a conversion.

Ecommerce, all trafficLower for high-ticket items
1% to 3%
Lead generation formsShort forms convert better
2% to 6%
Google Search ads to landing pageHigh intent, strong message match
3% to 8%
Paid social to landing pageColder audience, needs a clear offer
1% to 4%
Free trial or free sign-upNo payment friction at sign-up
5% to 15%
Email campaign to purchaseDepends on list warmth and offer
1% to 5%
0%3%6%9%12%15%

Your best benchmark is your own conversion rate over the last three to six months.

05Tips

How to improve your conversion rate

Most quick wins come from removing friction and making the next step obvious.

Do this

  • Match the page to the adThe headline should repeat the promise that earned the click. Mismatch is the most common reason paid traffic bounces.
  • Cut form fieldsEvery extra field costs conversions. Ask only for what you need to make first contact.
  • Show proof near the buttonReviews, ratings, client logos and guarantees placed next to the call to action reduce last-second doubt.
  • Speed up mobileMost traffic is mobile. Compress images, remove heavy scripts and test the page on a mid-range phone.

Conversion rate mistakes to avoid

  • Mixing goals togetherAdding newsletter sign-ups to purchases inflates the rate and hides real sales performance.
  • Different date rangesConversions from March divided by visitors from February gives a meaningless number.
  • Ignoring traffic qualityA falling rate after a traffic spike is often a targeting issue, not a website issue.
  • Calling tests too earlyRun A/B tests until each version has enough conversions. Early winners often reverse.
06FAQ

Frequently asked questions

What is a good conversion rate?

For ecommerce, around 1% to 3% is common. Lead generation pages often convert at 2% to 6%, and focused paid search landing pages can go higher. Compare against your own history and your industry.

How do I calculate conversion rate?

Divide conversions by visitors and multiply by 100. 30 enquiries from 1,000 visitors is a 3% conversion rate.

Should I use sessions or users?

Either works if you stay consistent. Sessions are the most common choice in Google Analytics because one person can visit several times before buying.

What counts as a conversion?

Any action that has value to your business: a sale, a quote request, a booking, a call or a trial sign-up. Track the one closest to revenue.

Why is my ad platform conversion rate different from analytics?

Ad platforms divide by clicks and use their own attribution windows. Analytics divides by sessions and uses its own model. Both are valid, they just measure differently.

How much is a better conversion rate worth?

Enter your value per conversion in the calculator. It shows the monthly revenue gap between your current rate and the benchmark.

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