Conversion Rate Calculator
Calculate conversion rate, the visitors needed for a conversion target, and revenue per visitor from average order value.
Conversion rate
Runs in your browser. Use sessions or users consistently in the visitors field.
- Visitors
- —
- Conversions
- 0
- Revenue per visitor
- —Add an average order value
- Total revenue
- —
- Per 1,000 visitors
- —
Broad averages: e-commerce 2 to 3% of sessions, B2B lead forms 2 to 5%, paid landing pages 5 to 15%, SaaS trials 3 to 7%. Your own history is the better baseline.
What the Conversion Rate Calculator does
Conversion rate is the share of visitors who do the thing the page exists for: buy, sign up, fill in the form, book the call. It is conversions divided by visitors, as a percentage, and it is the number that connects traffic to results. Two pages with the same traffic and conversion rates of 1 and 2 percent produce twice the leads from the same marketing spend, which is why a conversion test is often cheaper than more traffic.
This calculator covers the three questions that come up in planning. First, what is the rate: enter visitors and conversions. Second, how many visitors do I need: enter a target number of conversions and the rate you expect, and the tool returns the traffic required, useful for budgeting an ad campaign or setting a content goal. Third, what is a visitor worth: add the average order value or the value of a lead, and the tool shows revenue per visitor and the total revenue the conversions represent, so you can compare channels on value rather than on volume.
Nothing is sent to a server; the numbers are calculated in your browser as you type. Use sessions or unique users consistently in the visitors field, since mixing them changes the rate.
Step by step
- 01Enter the visitors (sessions or users, whichever your analytics reports) and the number of conversions in the same period.
- 02Read the conversion rate and the number of visitors it takes to produce one conversion.
- 03For a plan, switch to the visitors-needed mode, enter the conversions you want and the rate you expect, and read the traffic required.
- 04Add the average order value or lead value to see revenue per visitor and total revenue.
Common questions
For e-commerce, 2 to 3 percent of sessions is the broad average, with the best stores above 5 percent. B2B lead forms commonly convert 2 to 5 percent of visitors; a focused landing page with paid traffic 5 to 15 percent; a free-trial sign-up on a SaaS site 3 to 7 percent. Your own baseline matters more than the benchmark, because traffic quality varies so much between sources.
Either, as long as the conversions are counted the same way and you are consistent over time. GA4 reports both a session conversion rate and a user conversion rate. Session-based is the usual choice for e-commerce; user-based suits long B2B cycles where people return several times before converting.
It combines conversion rate and average order value into one number: how much each visit is worth. It is the right metric for comparing traffic sources or deciding what you can pay per click, and a change that raises conversion rate while lowering order value can leave it unchanged.
At a 2 percent rate, 1,000 visitors give you about 20 conversions, which is enough to notice a large change but not a small one. For A/B testing, a few hundred conversions per variant is the usual minimum. Treat rates from fewer than a hundred conversions as rough.
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