Work out the conversion rate of a website, landing page, ad or email, see how reliable it is, and what a small improvement would be worth.
Loading the tool…
The formula
Conversion rate = conversions ÷ visitors × 100
For example, 300 sales from 12,500 visitors is a 2.4% conversion rate, or about 1 in 42 visitors.
Why the confidence range matters
With small numbers, conversion rates jump around by chance. The 95% confidence range shows where the true rate probably lies. With 12,500 visitors and 300 sales, it’s roughly 2.15% to 2.68%. With only 125 visitors and 3 sales, the range would be far wider.
What a small improvement is worth
| Conversion rate | Sales from 12,500 visitors | Revenue at £55 |
|---|---|---|
| 2.4% | 300 | £16,500 |
| 2.9% | 363 | £19,965 |
| 3.4% | 425 | £23,375 |
Conversion rates vary hugely by industry, traffic source, device and price, so the best benchmark is your own past performance. To test whether a change really helped, use an A/B test significance calculator.
Frequently asked questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100.
What is a good conversion rate?
It depends on your industry and traffic. Many online shops see 1% to 4%, but compare against your own history.
What counts as a conversion?
Any action you want: a sale, sign-up, enquiry, download or call.
Should I use sessions or users?
Either, but be consistent. Sessions usually give a lower rate than users.
Last updated: