Conversion Rate Calculator: Formula and Visitors Needed
Find your website conversion rate from visitors and conversions, work out how much traffic a sales goal needs, or see how many conversions a target rate delivers. Add the value of a conversion to get revenue per visitor and a sensible ceiling for what to pay per click.
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Formula
Conversion rate = conversions / visitors x 100Visitors needed = conversions goal / conversion rate, rounded upConversions = visitors x conversion rate, rounded upRevenue per visitor = conversion rate x average value per conversion
Worked example
2,500 visitors, 75 conversions, 80 per conversion.
- Rate = 75 / 2,500 = 3%
- Revenue per visitor = 0.03 x 80 = 2.40
Goal view: 50 conversions at 2.5% needs 50 / 0.025 = 2,000 visitors. Target view: 12,000 visitors at 1.5% gives 180 conversions.
Another example
- 60,000 visitors and 1,800 sales: 1,800 / 60,000 = 3%.
- A goal of 100 sales at 2% needs 100 / 0.02 = 5,000 visitors.
- 40,000 visitors at 2.5% give 1,000 conversions, and at 60 each that is 0.025 × 60 = 1.50 of revenue per visitor.
When to use it
Use it to turn a sales target into a traffic target, to compare pages or channels on the same basis, and to check how much a visit is worth before setting a click budget.
Rules of thumb
Many online shops see low single digits, often quoted around 2% to 3%, while lead forms and sign-ups can reach double digits. Mobile traffic usually converts lower than desktop. Treat these as rough guides and benchmark against your own history.
Common mistakes
- Mixing definitions: sessions in one month, unique users in another.
- Counting every conversion type as one number. Track purchases and sign-ups separately.
- Calling a gain real without a significance test, especially on small samples.
How it differs
Conversion rate is actions per visit. Click-through rate is clicks per impression, and cost per click is spend per click. To judge whether a better rate is real, use the A/B test significance calculator.
Frequently asked questions
How do you calculate conversion rate?
Divide conversions by visitors and multiply by 100. 75 sales from 2,500 visitors is 75 / 2,500 = 3%.
How many visitors do I need to reach a conversion goal?
Divide the goal by the conversion rate and round up. 50 conversions at 2.5% needs 50 / 0.025 = 2,000 visitors, and 7 conversions at 3% needs 233.3, so 234.
What is revenue per visitor?
It is conversion rate times average value per conversion. At 3% and 80 per order, each visitor is worth 0.03 x 80 = 2.40 on average, which caps what you can sensibly pay per click.
What is a good conversion rate?
It varies widely by industry, traffic source and what counts as a conversion, so compare with your own past figures first. Many online shops see low single digits, while a sign-up form can be much higher.
What is a good conversion rate for ecommerce?
As a rule of thumb, many online stores see roughly 2% to 3%, but averages swing widely by product price, traffic source and device. Low-priced impulse items often convert higher than expensive considered purchases. Compare against your own past months and your best traffic source before comparing with industry figures.
How do I calculate conversion rate in Excel?
Use =conversions/visitors and format the cell as a percentage. For 1,800 sales from 60,000 visitors, =1800/60000 gives 3%. To find visitors needed for a goal use =ROUNDUP(goal/rate,0), so 100 sales at 2% needs 5,000 visitors.
What is the difference between conversion rate and click-through rate?
Click-through rate measures how many people who saw an ad or listing clicked it. Conversion rate measures how many visitors then completed the goal, such as buying. An ad can have a high CTR and a low conversion rate if the landing page does not match the promise.