Conversion Rate Calculator
See what percentage of visitors take action. Fill any two fields and the calculator solves the third - visits, conversions, or conversion rate.
How conversion rate is calculated
Conversion rate (%) = (Conversions / Visits) x 100Conversion rate measures what percentage of people who visit a page or click an ad then complete a desired action - a purchase, sign-up, download, or any other goal.
It is one of the most lever-able numbers in digital marketing: doubling your conversion rate is often easier (and cheaper) than doubling your traffic, since it requires no extra ad spend.
What counts as "visits" matters. Clicks from ads, sessions from organic search, or unique users all give different denominators and different rates. Be consistent in how you define and track it so comparisons over time are meaningful.
- Clicks / Visits
- The number of people (or sessions) who landed on the page or ad destination.
- Conversions
- The number of goal completions within that traffic.
- Conversion rate
- The percentage of visitors who converted.
Common questions
What is a good conversion rate?
Average rates vary widely by industry and goal type. E-commerce purchase rates often sit between 1-4%, while lead-generation landing pages can reach 10-20%. Compare against your own baseline and industry benchmarks rather than a single number.
How do I improve conversion rate?
Run A/B tests on headlines, calls to action, page layout, and form length. Reduce friction in checkout or sign-up flows. Match ad creative to landing page messaging. Speed up page load times. Small improvements compound significantly at scale.
Is a higher conversion rate always better?
Usually, but not always. If you broaden targeting to increase volume, your rate may drop even though total conversions rise. Look at both the rate and the absolute number of conversions together.
What is micro vs macro conversion rate?
A macro conversion is the primary goal (purchase, sign-up). A micro conversion is a smaller step toward it (add to cart, newsletter opt-in, video play). Tracking both helps identify where in the funnel people are dropping off.