What is a good ecommerce conversion rate?
Your own last quarter is a better benchmark because it uses the same category, price point and traffic sources.
Conversion Rate Calculator
Conversion rate from visitors and conversions, or the traffic a target needs. Fill in two of the three.
Fill in any two of visitors, conversions and rate. The third is worked out, and the revenue lines appear as soon as you add an order value.
Everything here is worked out in your browser. Nothing you type is sent anywhere, and there is no account to make.
%
Leave this blank to work it out from the other two.
Optional. Adds revenue and revenue per visitor.
Result
The numbers below are an example so the tool opens working. Replace them with yours.
How the number is worked out
- Sessions and users give different rates for the same behaviour, and the difference is not small. Whichever you use, use the same one on both sides of any comparison.
- A rate built on a small number of conversions moves a long way on one more or one fewer. The tool says so when the count is under thirty rather than letting the decimal places imply a precision that is not there.
What comes out
You will see
- Conversion rate as a percentage
- Whichever of the three you left blank, worked out from the other two
- Visitors per conversion
- Revenue and revenue per visitor, when you enter an order value
- A warning when the conversion count is too small to carry a rate
- A warning when all three values are entered and they do not agree
How to use it
Three steps, and the third one is the point
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Enter visitors and conversions
From the same window and the same definition. Sessions with sessions, users with users, never one of each.
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Leave the rate blank
Or enter a target rate and leave conversions blank, to see what that rate would produce on the traffic you have.
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Add an order value
Revenue per visitor appears, and that is the figure worth watching. It moves when the rate moves and when the basket moves.
What a conversion rate is, and what counts as one
Conversion rate is conversions divided by visitors, as a percentage. The formula is simple, but the comparison fails when its inputs use different definitions.
The first question is what a conversion is. A purchase, a signup, a form, an add to cart: a store usually has several, and a rate is only useful when you specify which conversion event it measures.
The second is what a visitor is. Sessions and users give different rates for the same behaviour, because one person can return several times. Neither is wrong; mixing them is.
Small samples produce unstable conversion rates
Eleven conversions out of twelve hundred visitors is 0.92%. Twelve conversions out of the same traffic is 1.00%. One order moved the headline rate by nearly a tenth of a point, and nothing about the store changed.
This is why the tool says so when the count is under thirty. The decimal places suggest a precision the sample cannot support, and a decision made on that precision is a decision made on noise.
The same applies to any comparison. Two weeks with fifteen orders each cannot tell you which page is better, however different the percentages look.
The tool
What this one does
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Solves in three directions
Leave visitors, conversions or the rate blank and the tool works out that one.
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Warns on a thin count
Under thirty conversions and the tool says the rate moves too far on one order to be treated as a measurement.
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Adds revenue per visitor
Enter an order value and the figure that carries both the rate and the basket appears next to the one that carries only the rate.
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Gives visitors per conversion
One in fifty three is often a more useful sentence than 1.9%, particularly when the conversation is about traffic cost.
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Checks three entered values
All three filled and disagreeing by more than one percent gets named rather than silently resolved.
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Use consistent definitions
It does not decide what your conversion is or whether you count sessions or users. It does the arithmetic on whatever you bring, consistently.
Reading the result
What each line is telling you
- Conversion rate
- The headline. Comparable only against a rate measured the same way, on the same kind of traffic.
- Visitors per conversion
- How much traffic one conversion costs you. The version to hold against a cost per visitor.
- Revenue per visitor
- The figure that catches a rate rising while the business falls. If this drops while the rate climbs, something is selling cheaper.
- The thin count warning
- Not an error. It means the rate is real arithmetic on a sample too small to decide anything with.
The calculation is only the start
of the diagnosis.
We look at your search visibility across Google and the answer engines, and tell you what is costing you orders. No charge for the first look.
In practice
What you can do with it
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Work out what a target rate is worth
Enter your traffic and the rate you are aiming at, leave conversions blank, and add your order value. The revenue gap is the size of the prize.
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Check whether a test can conclude
Enter the traffic a test will get and the rate you expect. If the expected conversion count is too low, continue the test before drawing a conclusion.
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Compare two landing pages
Run each one. If the counts are small, the tool will tell you the comparison is not ready, which is more useful than a winner.
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Translate a rate for a meeting
Use visitors per conversion and revenue per visitor to explain performance in concrete terms.
Questions
Conversion Rate Calculator questions
Should I measure by sessions or by users?
Either, consistently. A rate measured on users is higher than the same behaviour measured on sessions, because one person can return several times before buying. Pick one and use it on both sides of every comparison.
How many conversions do I need before I trust a rate?
More than most people use. The tool flags anything under thirty because at that size a single order moves the rate visibly. For deciding between two versions the number you need is larger still, and it should be worked out before the test starts.
Why is revenue per visitor better than conversion rate?
Because a conversion rate can rise while the business gets worse. Push people towards cheaper products and more of them buy, the rate goes up, and revenue falls. Revenue per visitor carries both halves.
Does an add to cart count as a conversion?
It can, as long as you say so and stay consistent. The real problem is quoting a rate built on one event and comparing it against a rate built on another.
Is my data sent anywhere?
No. The calculation runs in your browser, with no account and nothing uploaded.
The rest of the set
Fifteen more, all free, all in the browser
- CPM Calculator Work out what a thousand impressions costs, or what a budget buys at a given CPM.
- CTR Calculator Clickthrough rate from clicks and impressions, or the impressions a target needs.
- ROAS Calculator Return on ad spend, the ACoS behind it, and whether your margin leaves any profit.
- CPC Calculator What one click costs, and what it costs by the time it becomes an order.
- CPA Calculator Cost per acquisition from media spend, and the ceiling your margin allows.
- CAC Calculator What winning a customer really costs, including the parts a platform cannot see.
- ARR Calculator Annual recurring revenue, with the net new figure that shows the direction.
- AOV Calculator Average order value, and what a target is worth against the same order count.
- Cost Per Lead Calculator What an enquiry costs, and what it costs once the unqualified half is priced in.
- llms.txt Generator Build an llms.txt file that tells AI crawlers which pages on your store matter.
- LTV Calculator Work out what a customer is worth over time, so you know what you can pay to win one.
- Schema Markup Generator Generate the JSON-LD a product, article or FAQ page needs, ready to paste.
- Break-even ROAS Find the return on ad spend where a campaign stops costing you money.
- CRO ROI Calculator See what a conversion rate change is worth against the traffic you already have.
- Hreflang Generator Produce the hreflang tags a multi-country store needs, without the usual mistakes.
A conversion rate is a ratio, so it moves when either half moves. A rate that climbs while orders fall usually means the traffic got smaller, not that the page got better.
Where this comes up