Turn visitors and conversions into a clean percentage instantly. Add revenue to also see revenue per visitor and average order value — the numbers that actually drive optimization.
Conversion rate is the percentage of visitors who complete the action you care about — a purchase, a signup, a lead form, a download. The formula could not be simpler:
Conversion rate = (conversions ÷ visitors) × 100.
If 40 of 2,000 visitors buy, your conversion rate is 2%. It is the single most-watched number in conversion rate optimization (CRO) because it sits at the centre of every funnel: improve it and every downstream metric — cost per acquisition, revenue, payback period — improves with it, without spending an extra dollar on traffic.
The formula is trivial; the definitions are where people go wrong. Decide exactly what counts as a conversion — a paid order, not an add-to-cart; an activated account, not a signup that never logged in. Decide what counts as a visitor — sessions or unique users, and over what window. Mixing unique visitors in the numerator with sessions in the denominator (or vice versa) quietly distorts the rate. The rule: measure both numbers the same way, over the same period, for the same funnel step.
Conversion rate has a famous blind spot: it ignores order value. A 20%-off coupon can lift conversion rate while reducing total revenue, because every sale now earns less. The metric that catches this is revenue per visitor (RPV):
RPV = total revenue ÷ visitors — which is the same as conversion rate × average order value.
RPV rewards changes that grow total revenue and penalizes ones that merely shuffle it. When you add revenue to the calculator above, it returns RPV and average order value alongside the conversion rate. For most e-commerce teams, RPV is the better north-star metric; conversion rate is the diagnostic underneath it.
| Page / channel | Typical conversion rate |
|---|---|
| E-commerce (all traffic) | 2–3% |
| E-commerce (returning / email) | 4–8% |
| Lead-gen landing page | 5–10% |
| SaaS free-trial signup | 10–25% |
| Cold paid traffic → cart | 1–2% |
Treat these as orientation, not targets. A 1% rate on cold display traffic and a 12% rate on branded email can both be excellent. The most useful benchmark is your own page last month — that is the comparison an A/B test is built to settle.
A higher conversion rate lowers your effective customer acquisition cost directly: if you double the rate, you halve the cost of every customer from the same ad budget. That is why CRO is usually the cheapest growth lever available — you are extracting more customers from traffic you have already paid for, rather than buying more traffic. Pair this calculator with the CAC calculator to see the money impact of a conversion improvement.
Reading conversion rate without volume: a jump from 1% to 4% on 25 visitors is noise, not a win. Counting micro-conversions (add-to-cart) as the headline number flatters the funnel. And optimizing conversion rate in isolation can quietly erode average order value. Always look at conversions, volume, and revenue together — which is exactly what this calculator puts side by side.
Conversion rate = (conversions ÷ visitors) × 100. 40 conversions from 2,000 visitors = 2%.
Depends on channel: e-commerce ~2–3%, lead-gen 5–10%, SaaS trial signup 10%+. Compare against your own history first.
RPV = total revenue ÷ visitors. It blends conversion rate and order value, making it a better optimization target.
RPV — it catches changes that lift conversions but cut order value (like heavy discounts) that conversion rate alone would miss.