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.
What comes out
How to use it
From the same window and the same definition. Sessions with sessions, users with users, never one of each.
Or enter a target rate and leave conversions blank, to see what that rate would produce on the traffic you have.
Revenue per visitor appears, and that is the figure worth watching. It moves when the rate moves and when the basket moves.
Conversion rate is conversions divided by visitors, as a percentage. The arithmetic is trivial and the definitions are where it goes wrong.
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 quoted without saying which one is a number nobody can check.
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.
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
Leave visitors, conversions or the rate blank and the tool works out that one.
Under thirty conversions and the tool says the rate moves too far on one order to be treated as a measurement.
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.
One in fifty three is often a more useful sentence than 1.9%, particularly when the conversation is about traffic cost.
All three filled and disagreeing by more than one percent gets named rather than silently resolved.
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
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
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.
Enter the traffic a test will get and the rate you expect. If the conversions land in the thin band, the test cannot answer the question yet.
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.
Visitors per conversion and revenue per visitor land in a room where a percentage does not.
Questions
Published averages usually sit between one and three percent, and they mix together categories, price points and traffic sources that have nothing to do with each other. Your own last quarter is a better benchmark than any of them.
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.
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.
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.
It can, as long as you say so and stay consistent. The problem is not which event you pick, it is quoting a rate built on one event and comparing it against a rate built on another.
No. The calculation runs in your browser, with no account and nothing uploaded.
The rest of the set
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
