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Conversion Rate

Measure conversion rate by dividing conversions by visitors. Enter total visitors and conversions to get rate, conversions per 1,000, and drop‑offs.

Visitors
Conversions
Conversion Rate
2.50%
conversions ÷ visitors
Conversions / 1k
25.00
per 1,000 visitors
Non‑conversions
97,500
drop‑offs
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What is conversion rate?

Conversion rate is the share of visitors that complete a desired action (purchase, signup, download, etc.).

How to use this calculator

Provide total visitors and conversions over a period. The tool computes the conversion rate and handy normalization metrics.

Why it matters

Conversion rate highlights friction and value alignment. Improving it increases ROI without more traffic.

Example

100k visitors and 2.5k conversions → 2.5% conversion rate, 25 conversions per 1,000 visitors.

Assumptions & limitations

Rates vary by segment and intent. Use cohort breakdowns and avoid mixing branded and generic traffic.

Formula

Conversion rate = Conversions ÷ Visitors × 100%. Normalize with conversions per 1,000 visitors to compare periods and traffic scales.

Benchmarks

Benchmarks vary widely: e‑commerce often sees 1–3%, lead‑gen 2–7%, and high‑intent branded traffic can exceed 10%. Always compare against your own historical and segment‑level baselines.

Segmentation and intent

Segment by source, campaign, device, and geo. Separate branded vs non‑branded queries, and new vs returning visitors to avoid averaging away important patterns.

CRO checklist

  • Match page messaging to query and ad intent.
  • Reduce friction: simpler forms, faster loads, clearer CTAs.
  • Use social proof and risk reducers (free trial, guarantees).
  • Test pricing and value communication; clarify differentiation.
  • Measure with proper attribution and avoid seasonality bias.

Step‑by‑step example

If 2,500 users convert out of 100,000 visitors, CR = 2,500 ÷ 100,000 × 100% = 2.5%. Conversions per 1k visitors = 2,500 ÷ 100,000 × 1,000 = 25.