Conversion Rate Calculator

What Is a Conversion Rate Calculator?

A conversion rate calculator determines the percentage of visitors or other measured opportunities that complete a desired action. It provides a simple way to calculate conversion performance from two figures: the total number of opportunities and the number of completed conversions.

Conversion rates are commonly used for websites, online shops, landing pages, advertising campaigns, email marketing, lead generation and other digital activities. Calculating the rate can help you understand how effectively visitors are being converted into customers, leads, registrations or other desired outcomes.

Why Use the Conversion Rate Calculator?

This free conversion rate calculator provides several useful statistics from your visitor and conversion figures without requiring manual calculations.

How to Use the Conversion Rate Calculator

Enter the figures for the same measurement period, then calculate the conversion rate.

1. Enter total visitors — Enter the total number of visitors, users or other opportunities included in your measurement.
2. Enter conversions — Enter the number of visitors or opportunities that completed your defined conversion action.
3. Calculate the result — Select the Calculate Conversion Rate button to process the figures.
4. Review the results — Review the conversion percentage, non-conversions, visitors per conversion and conversions per 1,000 visitors.

How to Calculate Conversion Rate

Conversion rate is calculated by dividing the number of conversions by the total number of visitors or opportunities and multiplying the result by 100. The standard formula is: Conversion Rate = (Conversions ÷ Total Visitors) × 100.

For example, if a website receives 10,000 visitors and 250 of those visitors complete a purchase, enquiry or other defined conversion, the conversion rate is 2.5%. The same formula can be used for many different types of conversion measurement.

Conversion Rate Formula

The conversion rate formula converts the relationship between opportunities and successful outcomes into a percentage. A result of 1% means that one conversion occurred for every 100 measured opportunities, while a result of 5% represents five conversions for every 100 opportunities.

What Counts as a Conversion?

A conversion is any defined action that represents a desired outcome. Depending on the purpose of a website or campaign, this could include a completed purchase, lead form submission, registration, booking, enquiry, software download or newsletter subscription.

Understanding Conversion Rate Results

Conversion rate results should be interpreted in context. A conversion rate can vary considerably depending on the industry, offer, audience, traffic source, device, purchase process, conversion definition and type of visitor being measured. Comparing two rates is most useful when the underlying measurement methods are consistent.

Use visitors and conversions from the same period and define the conversion consistently. For example, if you are measuring a website purchase rate, use the relevant website visitor or user count and the corresponding number of completed purchases for the same period. The calculator provides mathematical results based solely on the figures entered and does not determine whether the underlying tracking data is accurate.

Frequently Asked Questions