Conversion Rate Calculator
Your conversion rate from visitors and conversions, what a target rate would take, your cart abandonment rate and the revenue each visitor brings.
Result…
How it's calculated
Conversion rate = conversions ÷ visitors × 100 Conversions for a target = visitors × target, rounded up; visitors for a target = conversions ÷ target Cart abandonment = (1 − purchases ÷ carts) × 100 Revenue per visitor = conversions × average order value ÷ visitors
Conversion rate is the share of visitors who do what you want: buy, sign up or start a trial. It turns traffic into a number you can improve, and the target tells you how many more conversions, or how much more focused traffic, it would take. Cart abandonment is the share of carts that never reach a completed purchase.
Your numbers, step by step
About the Conversion Rate calculator
This conversion rate calculator works out the share of your visitors who convert, from two counts: visitors and conversions. A conversion is whatever you are measuring, such as a sale, a sign-up or a trial started, on a website, a landing page or an advert. Set a target rate and it tells you how many conversions that would take from the same traffic, or how few visitors the same conversions would need. Add the carts created and the purchases completed to get your cart abandonment rate, and an average order value to see revenue and revenue per visitor. It suits shop owners, marketers and anyone comparing one period or page with another. Each result shows the division it came from, so you can check it against your analytics.
How to use it
- Enter “Visitors” and “Conversions” for the same page and period.
- Enter a “Target conversion rate” to see the conversions it would take.
- For a shop, enter “Carts created” and “Completed purchases”, or 0 to skip cart abandonment.
- Enter an “Average order value” to see revenue per visitor, or 0 to skip it.
- Read the conversion rate and compare it with the target.
Worked example
A shop has 12,000 visitors and 240 orders in a month: 240 ÷ 12,000 × 100 = 2%. A 3% target would need 12,000 × 3% = 360 orders, 120 more, or the same 240 orders from at most 8,000 visitors. Of 800 carts created, 240 were bought, so cart abandonment is (1 − 240 ÷ 800) × 100 = 70%. At an average order of 50, revenue is 12,000, or 1.00 per visitor.
Updated
Questions people ask
What is the formula for conversion rate?
Conversion rate = conversions ÷ visitors × 100. For example, 50 sign-ups from 2,000 visitors is a 2.5% conversion rate.
How do I calculate cart abandonment rate?
Divide completed purchases by carts created, subtract the result from 1 and multiply by 100. If 300 of 1,000 carts are bought, the abandonment rate is 70%.
What is a good conversion rate?
It depends on what you sell, where the visitors come from and what counts as a conversion, so compare your own pages and periods with each other rather than with a single figure.
Should I count visitors or sessions?
Either works if you use the same one every time. Sessions give a lower rate than unique visitors when people come back before converting, so mixing them makes rates look better or worse than they are.
Can I trust a conversion rate from a small number of visitors?
Treat it with care: with a few hundred visitors, a handful of conversions moves the rate a lot. Wait for more data before deciding a change worked. To see what each customer costs to win, try the customer acquisition cost calculator.