How to calculate conversion rate
Divide goal completions by visitors.
1
Pick one goal
Use the action that matters commercially, not every click.
2
Use consistent traffic
Match the visitor and conversion period exactly.
3
Add revenue
Revenue per visitor shows the value of traffic beyond the rate.
What does this tool do?
Conversion rate is the percentage of visitors who take the desired action, such as buying or signing up. It connects traffic volume with revenue and is a key input for testing landing pages and offers.
The Formula
Conversion rate = Conversions ÷ Visitors × 100Frequently Asked Questions
What counts as a conversion?
Define one primary action, such as a completed order or a qualified lead, and count only that. Counting multiple micro-actions inflates the rate and makes comparisons meaningless.
Why compare conversion rate with revenue per visitor?
A higher conversion rate is not always better if it comes from discounts. Revenue per visitor captures both conversion and average order value.