What is conversion rate?
Conversion rate is the percentage of visitors who complete a desired action, such as a purchase or form submission. To find it, divide the number of unique visitors who converted by the total number of visitors, then multiply by 100.
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How to calculate Conversion rate
Divide unique visitors who converted by total visitors, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why conversion rate matters
Conversion rate tells you how well your site, ad, or offer turns attention into action. Improving it lets you get more results from the traffic you already pay for.
It's also the number most CRO work aims to move, so it gives you a clear way to measure whether a change helped.
Visitors, sessions, or clicks
This calculator uses unique visitors who completed the goal divided by all visitors in the same period, counting each person once. Session-based rates count sessions with a conversion; ad platforms may instead divide conversion events by eligible interactions, which can exceed 100% when several conversions are counted per interaction. Keep the numerator, denominator, goal, and time period consistent.
Pick one definition and use it consistently, because rates calculated on different bases can't be compared fairly.
What affects conversion rate
Traffic quality, offer, page design, load speed, device, and trust all play a part. A page can convert well for one audience and poorly for another, so segment before drawing conclusions.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate conversion rate?
Divide unique visitors who converted by total visitors, then multiply by 100. For example, 50 converting visitors out of 2,000 visitors is a 2.5% visitor conversion rate.
What is a good conversion rate?
It depends on your industry, offer, price, and traffic source. Compare against your own past results and test changes, rather than chasing an outside average.
What is the difference between conversion rate and click-through rate?
Click-through rate measures how many people click an ad or link after seeing it. Conversion rate measures how many go on to complete a goal after arriving.
How can you improve your conversion rate?
Match the page to the traffic, make the offer and next step clear, reduce form fields, speed up the page, and add proof. Then test changes one at a time.
Should you track one conversion rate or several?
Several. A site-wide rate hides differences between pages, devices, and sources. Track rates for each important goal and segment them.
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