Free Marketing Calculator
Conversion Rate Calculator
Use this free conversion rate calculator to calculate website, marketing, sales, lead generation, SaaS, or eCommerce conversion rates. Enter total visitors and conversions to instantly calculate conversion rate, non-conversions, visitors per conversion, estimated revenue, and revenue per visitor.
Enter your conversion data
Calculate the percentage of visitors, leads, or users who complete a desired action.
Enter the total number of visitors, users, leads, or opportunities.
Enter how many visitors completed the desired action.
Add an estimated value per conversion to calculate revenue and revenue per visitor.
Conversion Results
Enter your conversion data
Your conversion rate and related performance metrics will appear here.
What is conversion rate?
Conversion rate measures the percentage of website visitors, leads, users, prospects, or sales opportunities that complete a specific desired action.
A conversion could be an online purchase, form submission, phone call, email sign-up, software trial, app registration, download, booked appointment, completed checkout, or another measurable marketing or business goal.
Conversion Rate Formula
Conversion Rate = Conversions ÷ Total Visitors × 100
Example: 350 conversions ÷ 10,000 visitors × 100 = 3.50%
How to calculate conversion rate
To calculate conversion rate, divide the number of conversions by the total number of visitors, leads, users, or opportunities, then multiply the result by 100.
- 1. Determine the total audienceCount the total visitors, leads, users, or opportunities included in the same measurement period.
- 2. Count completed conversionsDetermine how many people completed the action you consider a conversion.
- 3. Divide conversions by the total audienceDivide the number of conversions by the total visitors, leads, users, or opportunities.
- 4. Multiply the result by 100Multiplying by 100 converts the decimal result into a conversion rate percentage.
Conversion rate calculation example
Suppose a website receives 10,000 visitors and 350 of those visitors complete a purchase or another desired action.
Visitors: 10,000
Conversions: 350
Conversion Rate: 3.50%
Non-Conversions: 9,650
Visitors per Conversion: approximately 28.57
In this example, approximately 3.5 out of every 100 visitors convert. Another way to interpret the result is that the website generates about one conversion for every 28.57 visitors.
Estimating revenue from conversions
If each conversion has an estimated financial value, the calculator can also estimate total conversion revenue.
Estimated Revenue Formula
Estimated Revenue = Conversions × Revenue per Conversion
For example, 350 conversions worth $100 each represent an estimated $35,000 in total conversion revenue. With 10,000 visitors, that equals an estimated $3.50 in revenue per visitor.
What is revenue per visitor?
Revenue per visitor, sometimes abbreviated as RPV, estimates how much revenue is generated on average for each visitor included in the measurement.
Revenue Per Visitor Formula
Revenue Per Visitor = Estimated Revenue ÷ Total Visitors
Revenue per visitor can be useful when comparing landing pages, marketing campaigns, traffic sources, products, and customer acquisition strategies.
What can conversion rate measure?
Website Conversion Rate
Measure the percentage of website visitors who complete a desired website action.
eCommerce Purchases
Measure the percentage of online store visitors who complete a purchase.
Lead Generation
Measure how many visitors submit a form, request a quote, book an appointment, or become qualified leads.
Sales Conversion Rate
Measure the percentage of leads or sales opportunities that become paying customers.
SaaS Sign-Ups
Measure the percentage of visitors who register, create an account, start a trial, or upgrade.
Marketing Campaigns
Compare conversions generated by paid search, social media, email, organic traffic, or other marketing channels.
What affects conversion rate?
Conversion rate can vary significantly based on traffic source, audience intent, product pricing, offer strength, landing page design, brand trust, website speed, mobile usability, checkout friction, call-to-action clarity, and many other factors.
Because audiences and channels behave differently, conversion rates are generally more useful when compared within similar campaigns, products, traffic sources, devices, or measurement periods.
Use a consistent conversion definition
Make sure the numerator and denominator represent the same audience and measurement period. Changing how a conversion is defined can significantly change the reported conversion rate.
What is a good conversion rate?
There is no single conversion rate that is considered good for every business. Conversion rates can vary substantially by industry, product, price, audience, traffic source, device, conversion goal, and customer journey.
Instead of comparing your result with one universal benchmark, compare performance over time and between similar traffic sources, campaigns, landing pages, or products.
How to improve conversion rate
Improving conversion rate usually involves reducing friction and making it easier for qualified visitors to understand the offer and complete the desired action.
- • Make the main call to action easy to understand and find.
- • Improve page speed and mobile usability.
- • Match landing page messaging with visitor search intent.
- • Reduce unnecessary form fields or checkout steps.
- • Clearly explain pricing, benefits, and important conditions.
- • Add relevant trust signals such as reviews, policies, or contact information.
- • Test important page elements using controlled experiments when enough traffic is available.
Related business and marketing calculators
Use these related calculators to analyze advertising performance, investment returns, profitability, and business economics.
ROAS Calculator
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Calculate ROAS →ROI Calculator
Calculate investment return, profit or loss, and annualized ROI.
Calculate ROI →Profit Margin Calculator
Calculate profit, gross margin, and profitability from revenue and costs.
Calculate Profit Margin →Break-Even Calculator
Calculate the sales volume required to cover fixed and variable costs.
Calculate Break-Even Point →Frequently Asked Questions
How do you calculate conversion rate?
Divide the number of conversions by the total number of visitors, leads, users, or opportunities, then multiply the result by 100.
What does a 5% conversion rate mean?
A 5% conversion rate means approximately 5 out of every 100 measured visitors, leads, users, or opportunities completed the desired action.
What is a website conversion rate?
Website conversion rate is the percentage of website visitors who complete a defined goal, such as making a purchase, submitting a form, registering for an account, or booking an appointment.
What is a sales conversion rate?
Sales conversion rate measures the percentage of leads, prospects, or sales opportunities that become customers.
Can conversion rate be higher than 100%?
When measuring unique people completing a single conversion, the conversion count generally should not exceed the total measured audience. Some analytics systems may count multiple conversions per user, but this calculator assumes conversions do not exceed total visitors.
What is a good conversion rate?
There is no universal benchmark. A good conversion rate depends on industry, traffic source, product, pricing, conversion type, customer intent, device, and many other factors.
What is revenue per visitor?
Revenue per visitor is estimated conversion revenue divided by total visitors. It combines conversion performance with the estimated financial value of each conversion.
Can I use this calculator for sales leads?
Yes. Enter the total number of leads as the denominator and the number of leads that became customers as conversions.
Can I use this calculator for eCommerce?
Yes. Enter total store visitors and completed purchases to calculate your eCommerce conversion rate.
Can I calculate conversion rate for SaaS sign-ups?
Yes. You can use website visitors, landing page visitors, or qualified leads as the total audience and completed sign-ups or trials as conversions.
This conversion rate calculator provides simplified estimates for general marketing, sales, eCommerce, SaaS, and business analysis. Results depend on the accuracy and consistency of your tracking data, attribution method, conversion definition, and measurement period.