Conversion Rate Calculator
Conversion rate, revenue per visitor & value per sale
50 conversions from 2,000 visitors is a 2.5% conversion rate. Enter your own visitors and conversions, and add revenue to get revenue per visitor and value per conversion, the two figures that turn a change in rate into money. Industry benchmarks are a sanity check, never a target.
How to calculate conversion rate
The conversion rate formula is the one line below, and this doubles as a CRO calculator and a conversion rate increase calculator: enter a before and after rate to see what a lift is worth.
Conversion rate is conversions ÷ visitors × 100. Fifty sales from 2,000 visitors is 2.5%. That is the whole formula, and it works identically as a sales conversion calculator, a marketing conversion calculator or an ad conversion rate calculator — only what you count as a "conversion" changes.
Define that first. A conversion can be a purchase, a signup, a form, a call or an add-to-cart, and a funnel usually has several. Measuring the wrong step is a far more common problem than calculating the rate wrongly.
The three numbers together
| Metric | Formula | Result | What it tells you |
|---|---|---|---|
| Conversion rate | 50 ÷ 2,000 × 100 | 2.5% | How persuasive the page is |
| Revenue per visitor | $5,000 ÷ 2,000 | $2.50 | What a visit is worth |
| Value per conversion | $5,000 ÷ 50 | $100 | What a customer is worth |
Revenue per visitor is the one to optimise. Conversion rate can rise while revenue per visitor falls — a discount lifts the rate and cuts the value of each sale. RPV catches that; conversion rate alone does not.
What a conversion rate increase is worth
Small-sounding lifts are large in relative terms, which is the whole economic case for CRO. Going from 2.5% to 3.0% is a 20% relative increase, and at 2,000 visitors it is 10 extra conversions worth $1,000 a month at $100 each.
| Rate | Conversions | Revenue | Relative lift vs 2.5% |
|---|---|---|---|
| 1.5% | 30 | $3,000 | −40% |
| 2.0% | 40 | $4,000 | −20% |
| 2.5% | 50 | $5,000 | — |
| 3.0% | 60 | $6,000 | +20% |
| 4.0% | 80 | $8,000 | +60% |
| 5.0% | 100 | $10,000 | +100% |
Doubling a 2.5% rate to 5% doubles revenue from traffic you already pay for. That is why a conversion point is usually cheaper to buy than an equivalent amount of new traffic.
Conversion rate benchmarks
Published averages, for orientation only. The spread within any industry dwarfs the gap between industries.
| Context | Typical range | Note |
|---|---|---|
| Ecommerce, all traffic | 1 to 3% | The "2 to 3%" figure everyone quotes |
| Ecommerce, branded search | 5 to 15% | Intent is already high |
| Lead generation form | 3 to 10% | Lower friction than a purchase |
| SaaS free trial signup | 2 to 8% | Trial-to-paid is a separate rate |
| Paid social cold traffic | 0.5 to 2% | Interruption, not intent |
| Email to existing list | 5 to 20% | Warmest traffic you have |
Comparing a cold paid-social rate against an industry average that includes branded search will always look like failure. Segment by source before drawing any conclusion.
Why the average rate is the wrong comparison
- Traffic mix decides most of it. Branded search converts many times better than cold display, so channel mix moves your blended rate more than any page change.
- Your own trend is the real benchmark. This month against last month, same traffic sources.
- Rate without revenue misleads. Watch revenue per visitor alongside it.
- Small samples lie. Two conversions from 40 visitors is 5%, and it is noise. You need hundreds of conversions before a difference is real.
Where conversion rate goes wrong
- Counting sessions as visitors, or the reverse, roughly halves or doubles the rate.
- Including bot and internal traffic in the denominator.
- Calling a test early. Most "wins" at 100 conversions disappear at 1,000.
- Optimising rate at the cost of order value. Discounting always lifts the rate.
- One rate for the whole funnel. Measure each step to find where people actually leave.
What the conversion rate assumes
Three figures, all straightforward division:
- Conversion rate = conversions ÷ visitors × 100
- Revenue per visitor = revenue ÷ visitors
- Value per conversion = revenue ÷ conversions
Benchmark ranges quoted below are published industry averages, and the spread within any industry is far wider than the gap between industries. Use them to sanity-check, never as a target: your own trend over time is the only comparison that reliably means anything.
Sources, checked
- Conversion rate: Definition, Google Ads Help. Conversion rate as conversions divided by trackable ad interactions.
Figures reviewed . Every worked example on this page is checked against the calculator above.
Conversion Rate Calculator: frequently asked questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100. 50 sales from 2,000 visitors is a 2.5% conversion rate. The same formula works for sales, marketing and ad conversions; only the definition of a conversion changes.
What is a good conversion rate?
Ecommerce commonly runs 1 to 3% across all traffic, but branded search can be 5 to 15% and cold paid social under 2%. Traffic source affects the number more than industry does, so segment before comparing yourself to any average.
How do I calculate a conversion rate increase?
Take the difference and divide by the original rate. Going from 2.5% to 3.0% is a 0.5 point rise but a 20% relative increase, which at 2,000 visitors is 10 extra conversions.
What is revenue per visitor and why does it matter?
Revenue divided by visitors. It matters because conversion rate can rise while revenue per visitor falls, which is exactly what happens when you discount. RPV catches that trade-off and conversion rate alone does not.
How many conversions do I need before a test is reliable?
Hundreds, not dozens. Two conversions from 40 visitors reads as 5% and is pure noise. Most apparent wins measured at around 100 conversions do not survive to 1,000.
Should I measure conversion rate by visitors or sessions?
Pick one and stay consistent, because one person with three sessions changes the denominator threefold. Sessions are the more common default in analytics tools; what matters is that comparisons use the same basis.