What a change in conversion rate is worth against the traffic you already have.
Enter your sessions, your rate now, the rate you are aiming at, and your order value. The result is the revenue that sits between the two.
Everything here is worked out in your browser. Nothing you type is sent anywhere, and there is no account to make.
Result
The numbers below are an example so the tool opens working. Replace them with yours.
What comes out
How to use it
Monthly sessions. This calculation is about the visitors who are arriving now, not about the ones a campaign might add.
The rate today and the rate you are aiming at. Keep them in percent, and keep both measured the same way, sessions or users, not one of each.
It is the figure that moves when the rate moves and when the basket moves, so it catches a test that lifts the rate by sending people to cheaper products.
Conversion rate optimisation is the work of turning more of the traffic you already have into orders. It competes for budget against buying more traffic, and it usually loses that argument because its return is harder to picture.
The arithmetic is not hard. Fifty thousand sessions at 1.9% is 950 orders. The same traffic at 2.2% is 1,100. On an 80 order value that gap is 12,000 a month, from three tenths of a percentage point and no extra media spend.
That is the calculation this page runs. It is also the reason a rate change that sounds trivial is worth an argument.
Conversion rate on its own can go up while the business gets worse. Push visitors towards a cheaper product and more of them buy, the rate rises, and the revenue falls. Nothing in the conversion rate shows that.
Revenue per visitor holds both halves in one number: it moves when the rate moves and when the basket moves. That is why it comes out of this tool as its own row rather than as a footnote to the rate.
The one thing the figure assumes is that the basket holds while the rate changes. If a test also moves the order value, run it again with the new one.
The tool
Monthly and annual, against the traffic you already have rather than against a traffic forecast.
Before and after, so a test that trades basket size for volume is visible instead of hidden inside a rising rate.
1.9% to 2.2% is three tenths of a point and a 15.8% lift. Those two ways of saying it lead to very different conversations, so the tool gives the relative one.
Extra orders per month, because a fulfilment team plans against volume and not against revenue.
Nothing here quietly grows your sessions. The whole point of the number is what the existing traffic is worth.
Six currencies, formatted the way the one you pick is normally written.
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
Put the annual figure next to the cost of the work. Most single tests move a rate by very little, so the case is usually the programme rather than the test.
Run the same traffic against each expected rate. The one worth more is worth building first, whatever the meeting thought.
Work out what the rate change is worth, then work out what the same money buys in media. Both are real options and the comparison is rarely made.
Put the measured rate in and see whether the revenue matched the forecast. Where it did not, the basket usually moved.
Questions
Smaller than most plans assume. A single test rarely moves a rate by more than a couple of percent relative, which is why a testing programme beats a redesign: the returns come from compounding small wins rather than one large one.
Either, as long as both rates use the same one. A rate measured on users is higher than the same behaviour measured on sessions, so mixing them creates a lift that never happened.
Because it cannot be gamed by selling cheaper things. It carries the rate and the order value together, so it tells you whether the business got better rather than whether one metric did.
No. It takes the traffic you enter and holds it steady. For a store with a heavy fourth quarter, run it twice, once on a normal month and once on a peak one.
Long enough to reach the sample you planned for before you started, and to a fixed end date. Stopping when the result looks good is how a programme fills up with wins that do not repeat.
No. The calculation runs in your browser, with no account and nothing uploaded.
The rest of the set
A conversion test pays back on traffic you are already buying. That is why the comparison worth running is against the cost of buying the same number of extra orders.
Where this comes up
