Calculate conversion rate, revenue per visitor, and benchmark against industry standards
How it works
Expresses completed actions as a share of the opportunities to complete them, which is the standard yardstick for landing pages, checkout funnels, and ad campaigns. The denominator you choose changes the number more than any optimisation will.
Conversion rate = Conversions / Visitors × 100 Funnel rate = Rate₁ × Rate₂ × … × Rateₙ
Conversionscount of the desired action (purchase, signup, demo request)Visitorssessions, unique users, or impressions, chosen consistently
- 1,842 / 63,500 = 0.029008
- Multiply by 100
- Sessions and unique users give different rates for the same data, since one person may visit five times. Pick one denominator and keep it fixed across reports.
- Multi-step funnels multiply. Four stages at 60% each end at 12.96% overall, so improving the worst stage usually beats polishing the best one.
- Raw rate is not the goal; revenue per visitor is. A discount can lift conversion while lowering total profit.
- Small samples swing wildly. At 200 visitors, a 2% rate has a 95% margin of error of roughly plus or minus 1.9 points, which is wider than most changes you are testing.
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Frequently Asked Questions
Yes. Conversion Rate Calculator costs nothing, needs no account, and runs right in your browser. There is no paywall, no watermark on the results, and no limit on how many times you can run the numbers.
Conversion Rate Calculator uses the standard formula for this kind of calculation, so the output is only as good as the figures you type in. Rates, fees, and rules in finance shift over time, and we review the underlying assumptions on a regular schedule; check the "Last reviewed" date above for the most recent pass. Spotted something off? There's a feedback button in the bottom-right corner.