Free Marketing Calculator
Conversion Rate Calculator
Calculate the percentage of visitors, leads, or users who complete a desired action. Add a value per conversion to estimate 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 visitors, leads, users, or opportunities that complete a specific action.
A conversion could be a purchase, form submission, phone call, sign-up, download, booked appointment, completed checkout, or any other measurable business goal.
Conversion Rate Formula
Conversion Rate = Conversions ÷ Total Visitors × 100
Example: 350 conversions ÷ 10,000 visitors × 100 = 3.50%
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
Estimating revenue from conversions
If each conversion has an estimated financial value, you can use that amount to estimate total conversion revenue.
Estimated Revenue
Conversions × Revenue per Conversion
For example, 350 conversions worth $100 each would represent an estimated $35,000 in revenue. With 10,000 visitors, that is an estimated $3.50 in revenue per visitor.
What can conversion rate measure?
eCommerce Purchases
Measure the percentage of website visitors who complete a purchase.
Lead Generation
Measure how many visitors submit a form, request a quote, or become leads.
Sales Conversion
Measure the percentage of qualified leads that become paying customers.
App or SaaS Sign-Ups
Measure the percentage of visitors who register, start a trial, or create an account.
What affects conversion rate?
Conversion rate can vary based on traffic source, audience quality, pricing, offer strength, landing page design, trust, website speed, mobile usability, checkout friction, and many other factors.
Because different channels and audiences behave differently, it is usually more useful to compare conversion rates within similar campaigns, traffic sources, products, or time periods.
Use a consistent conversion definition
Make sure the numerator and denominator refer to the same audience and measurement period. Changing how a conversion is defined can significantly change the reported conversion rate.
Related calculators
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ROAS Calculator →ROI Calculator
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ROI Calculator →Profit Margin Calculator
Calculate profit and margin from business revenue and costs.
Profit Margin Calculator →Break-Even Calculator
Calculate the sales volume required to cover fixed and variable costs.
Break-Even Calculator →Frequently Asked Questions
How do you calculate conversion rate?
Divide the number of conversions by the total number of visitors or opportunities, then multiply by 100.
What does a 5% conversion rate mean?
A 5% conversion rate means approximately 5 out of every 100 measured visitors, leads, or users completed the desired action.
Can conversion rate be higher than 100%?
When measuring unique people completing a single conversion, the conversion count should generally not exceed the total measured audience. Other analytics definitions 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. Conversion rates differ by industry, traffic source, product, pricing, conversion type, audience intent, and many other factors.
What is revenue per visitor?
Revenue per visitor is the estimated conversion revenue divided by the total number of visitors. It combines conversion performance with the estimated value of each conversion.
Can I use this calculator for sales leads?
Yes. You can enter the total number of leads as the denominator and the number that became customers as conversions.
This conversion rate calculator provides simplified estimates for general marketing, sales, and business analysis. Results depend on the accuracy and consistency of your tracking data, attribution method, conversion definition, and measurement period.