OneTaskBy Tim King · Updated
Conversion Rate Calculator
Revenue Per Visitor, Cost Per Conversion and Conversions Needed for a Target
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How the Conversion Rate Calculator works
This conversion rate calculator divides conversions by visitors. Add the value of a conversion to see revenue and revenue per visitor, a target rate to see how many more conversions you need, and your marketing cost to see what each conversion cost.
Conversion rate calculator formula
Conversion rate = conversions ÷ visitors × 100 Revenue per visitor = conversions × value ÷ visitors Cost per conversion = marketing cost ÷ conversions
A conversion is whatever you count as success: a sale, a sign-up, a booking or a lead form.
Worked example: an online shop
20,000 visitors and 420 orders is a conversion rate of 2.10%, or one order every 47.6 visitors. At 65 an order that is 27,300 of revenue, or 1.37 per visitor. Reaching 3% would take 600 orders, 180 more. With 5,000 of marketing, each order cost 11.90.
Worked example: a lead form
5,000 visitors and 60 enquiries is 1.20%, one in every 83.3 visitors. If an enquiry is worth 40, the page earns 2,400, or 0.48 a visitor. A 2% rate would mean 100 enquiries, 40 more.
Conversion rate reference table
Conversions per 10,000 visitors at each conversion rate.
| Conversion rate | Conversions per 10,000 visitors | Visitors per conversion |
|---|---|---|
| 0.5% | 50 | 200.0 |
| 1.0% | 100 | 100.0 |
| 1.5% | 150 | 66.7 |
| 2.0% | 200 | 50.0 |
| 2.5% | 250 | 40.0 |
| 3.0% | 300 | 33.3 |
| 3.5% | 350 | 28.6 |
| 4.0% | 400 | 25.0 |
| 4.5% | 450 | 22.2 |
| 5.0% | 500 | 20.0 |
| 5.5% | 550 | 18.2 |
| 6.0% | 600 | 16.7 |
| 6.5% | 650 | 15.4 |
| 7.0% | 700 | 14.3 |
| 7.5% | 750 | 13.3 |
| 8.0% | 800 | 12.5 |
| 8.5% | 850 | 11.8 |
| 9.0% | 900 | 11.1 |
| 9.5% | 950 | 10.5 |
| 10.0% | 1,000 | 10.0 |
Quick answers
- 50 sales from 2,000 visitors is a 2.5% conversion rate.
- Moving from 2% to 3% is a 50% rise in conversions.
- Revenue per visitor is conversion rate times order value.
- A 1% rate means one conversion per 100 visitors.
- Doubling traffic and doubling conversion rate have the same effect on sales.
- Divide a sales target by the conversion rate to see how many visitors you need: 100 sales at 2% needs 5,000.
FAQ
What is a good conversion rate?
Online shops commonly convert between 1% and 3% of visitors into buyers. Lead forms and free sign-ups often convert higher, and expensive products lower. Your own trend matters more than an average.
Should I count visitors or sessions?
Either works if you stay consistent. Sessions give a lower rate because one person can visit several times before buying. Most analytics tools report conversion rate per session.
Why did my conversion rate fall when traffic rose?
New traffic from broad ads or social media is often less ready to buy than returning or search visitors. Total conversions can still rise even as the rate drops.
See also: all Profit & Growth tools, Rates & Pricing, Invoicing & Payments.
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