Conversion Rate Calculator
Conversion rate is the single number that tells you whether your traffic is doing its job. Enter your visitors and conversions to see your rate, how many visitors it takes to win one customer, and the traffic you'd need to hit a target.
A site-wide rate hides your best and worst pages
One blended conversion rate is a comforting average that conceals everything useful. Branded search converts many times better than cold display traffic; mobile often converts at half the rate of desktop; a returning visitor is worth several first-timers. If you only ever look at the single number, you'll scale spend on a channel that looks fine overall while it quietly drags down a page that's actually excellent. Break the rate down by source, device and landing page, and the real story — and the real opportunities — appear.
Lifting the rate beats buying more traffic
Conversion rate is leverage. Doubling your traffic doubles your costs; doubling your conversion rate doubles your results for free, because you're earning more from visitors you already paid for. A move from 2% to 3% is a 50% lift in customers at the same spend — usually far cheaper to achieve through a clearer offer, faster page, or simpler form than the equivalent gain bought in ads. Fix the leak before you pour in more water.
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Frequently asked questions
How do you calculate conversion rate?
Conversion rate = conversions ÷ total visitors × 100. If 40 of 2,000 visitors buy, that's 40 ÷ 2,000 × 100 = 2%. A conversion can be any goal you choose: a sale, a sign-up, a lead, or a download.
What is a good conversion rate?
It varies widely by industry and traffic source. A common benchmark for e-commerce is 2–3%, while lead-gen landing pages with strong intent traffic can see 5–15%. Your own trend over time matters far more than any universal number.
How many visitors do I need to hit my goal?
Divide your target number of conversions by your conversion rate (as a decimal). At a 2% rate, hitting 100 conversions needs 100 ÷ 0.02 = 5,000 visitors. This calculator does that for you.