Conversion Rate Calculator

In marketing, the conversion rate is the share of people who do what you hoped they would. The classic example is an online store: how many visits end in a purchase. Purchases ÷ visits × 100 = conversion rate.

What counts as a conversion?

A conversion can be a sale, a newsletter sign-up, an order or a contact request. Usually it means the visitor changes: from a visitor into a customer, or from a reader into a subscriber. That’s why an email’s click-through rate isn’t usually called a conversion rate.

What is a good conversion rate?

The eternal question has an eternally dull answer: it depends on your situation. For one business 2% is excellent, for another it’s a disaster. Compare with your own earlier numbers rather than with averages from elsewhere:

• Landing page A compared with last spring’s landing pages
• Landing page A compared with landing page B (an A/B test)
• Today’s store conversion rate compared with last month’s average

A word of warning

With few conversions (say, under 10 per variant), getting more conversions matters more than scientific testing. With small numbers, you can’t tell whether a difference is real or just chance.

For example, two landing pages:

• A: 1,000 visitors, 4 sales = 0.40%
• B: 1,400 visitors, 9 sales = 0.64%

B looks better, but these numbers can’t tell you that yet. Enter them in the calculator above, and it says the difference may still be chance. Only with enough visitors can you decide which is better. Until then, trust your gut.