Conversion Rate Calculator

What is a conversion rate?

Your conversion rate is the share of visitors who take the action you want — buy, sign up, book a call, submit a form. It's the clearest measure of how well a page or campaign turns interest into results. (This is the marketing and sales metric, not currency conversion: it's about people taking action, not exchanging money between currencies.)

It works the same way wherever you measure it — a website conversion rate, a sales conversion rate, a landing-page rate or an ad's rate. Only the "visitors" you divide by changes; the idea is identical.

How to calculate conversion rate

To calculate conversion rate, divide the number of conversions by the number of visitors, then multiply by 100:

Conversion rate = (Conversions ÷ Visitors) × 100

For example, 500 conversions from 20,000 visitors is a 2.5% conversion rate. Because the formula links three values, you can rearrange it to solve for whichever one you're missing — which is what the calculator above does:

• Find rate — (Conversions ÷ Visitors) × 100 (500 ÷ 20,000 = 2.5%)
• Find Conversions — Rate × Visitors ÷ 100 (3% of 10,000 = 300)
• Find Visitors — Conversions × 100 ÷ Rate (400 at 2% = 20,000)

A worked example

If a landing page gets 20,000 visitors and 500 of them sign up, its conversion rate is:

2.5% = 500 ÷ 20,000 × 100

Two and a half out of every hundred visitors converted. Lift that to 3% — with a clearer call to action or a shorter form — and the same 20,000 visitors would produce 600 sign-ups instead of 500, a 20% jump with no extra traffic.

How to use this calculator

1. Choose which value to solve for — rate, conversions, or visitors.
2. Enter the two values you already know. Results update instantly as you type.
3. Use Copy shareable link to send the exact scenario to a colleague — the numbers are saved in the URL.

What's a good conversion rate?

There's no universal number — it swings with your industry, your traffic source and what you're counting as a conversion. Ecommerce stores often sit around 2–3%, while high-intent search pages and lead forms can run well above that. Your traffic source matters as much as your industry — visitors from a branded search or an email list convert far better than cold social traffic, so the same page can post very different rates by channel. Rather than chase one figure, compare against your industry and, most of all, against your own trend.

How to improve your conversion rate

• Match the page to the promise — the page should deliver exactly what the ad or link led people to expect.
• Make the action obvious — one clear call to action beats several competing ones.
• Remove friction — fewer form fields, a faster page, and guest checkout all lift the rate.
• Add trust signals — reviews, guarantees and clear pricing reassure hesitant visitors.
• Test one change at a time so you know what actually moved the number.

A better conversion rate pays off everywhere downstream: it lowers your cost per acquisition and lifts your ROAS without spending a cent more on ads.

Conversion rate vs CTR

It's easy to mix up conversion rate with CTR (click-through rate), but they measure different steps of the journey:

• CTR = clicks ÷ impressions — how often people click to reach your page.
• Conversion rate = conversions ÷ visitors — how often those visitors then act.

CTR gets people to your page; conversion rate turns them into customers; and ROAS tells you whether the whole chain paid off.

Which "visitors" should you count?

Your conversion rate changes depending on what you divide by, so pick one and stay consistent — a rate is only comparable to another rate measured the same way. The common choices:

• Sessions — each visit counts, even repeat visits from the same person. This is the ecommerce default.
• Unique visitors — each person counts once, no matter how many times they return. This gives a higher rate than sessions.
• Clicks — for a paid campaign, dividing conversions by ad clicks ties the rate straight to your spend.

It's also worth separating macro conversions (the sale) from micro conversions (an email sign-up or add-to-cart): tracking the small steps shows you exactly where in the journey people drop off, so you know which part of the page to fix.