Conversion rate calculator
Conversions divided by visitors, with uplift scenarios.
FreeRuns in your browserNo signupUpdated 2026-10-29
Use the same period for both numbers, and the same definition of a visit your analytics uses (GA4 reports sessions and users separately).
Conversion rate
1.44%
Conversions ÷ visitors × 100 · Typical against 1 to 3% for online store sites
Revenue per visitor
$1.73
$21,600 total from 180 conversions
| Uplift | New rate | Conversions | Extra | Extra revenue |
|---|---|---|---|---|
| +10% relative | 1.58% | 198 | +18 | $2,160 |
| +25% relative | 1.80% | 225 | +45 | $5,400 |
| +50% relative | 2.16% | 270 | +90 | $10,800 |
| +100% relative | 2.88% | 360 | +180 | $21,600 |
| Reaching your target | Value |
|---|---|
| Conversions at 2% from the same traffic | 250 |
| Visitors needed for 180 conversions at 2% | 9,000 |
Benchmarks differ by industry and traffic source. Around 2 to 5% is common for lead-generation sites; e-commerce often sits between 1 and 3%.
About this tool
How it works and how to read the result.
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Website design & development
Company websites designed and built to win trust and enquiries.
See the serviceWhat it does
A conversion rate calculator does one small sum, conversions divided by visitors, and then shows what moving that rate would be worth. Enter visitors, conversions and the value of one conversion. The page returns the rate with a rough benchmark, the revenue per visitor, and a table of what 10, 25, 50 and 100% relative uplifts would add in conversions and revenue. It also shows how many conversions a target rate would give from the same traffic. Everything runs in your browser.
How to use it
- Take visitors or sessions and conversions for the same period from your analytics.
- Choose the type of site, so the benchmark badge compares you with stores or with lead-generation sites.
- Enter the value of one conversion: average order value, or what a lead is worth to you, and a target rate.
- Read the current rate, then the uplift table.
- Copy the summary into your report.
How to read the result
Say 12,500 sessions produced 180 orders worth $120 each. The rate is 1.44%. With Online store selected, the badge reads Typical, because it falls inside the 1 to 3% range common for stores, and revenue per visitor is $1.73. A 25% relative uplift takes the rate to 1.80% and adds 45 orders, worth $5,400 at the same traffic. Doubling the rate to 2.88% would add 180 orders and $21,600.
The second table turns a target into numbers. At a 2% target, the same 12,500 sessions would give 250 orders. Put the other way, reaching 180 orders at 2% would need only 9,000 sessions, so a conversion fix is worth about 3,500 sessions of extra traffic.
Revenue per visitor is the figure to carry into ad planning. If a click costs more than $1.73 here, the campaign loses money at the current rate, and the uplift table shows how much the rate has to improve before it does not.
Small samples swing a lot. Under about 100 conversions, treat month-to-month changes with caution.
We work on the conversion side of website design and development. To connect a rate change to a build budget, use the website ROI calculator.
Questions
Frequently asked.
What is a good conversion rate?
It depends on the industry, the traffic source and what you count as a conversion. Lead-generation sites commonly see 2 to 5% of sessions submit a form or call. E-commerce stores often sit between 1 and 3% of sessions placing an order. Paid search traffic usually converts better than social traffic.
Should I use sessions or users?
Either, as long as you are consistent. Sessions count each visit; users count each person over the period. Rates based on users are higher because one person may visit several times before converting. Most benchmarks you will read are based on sessions.
What is a relative uplift?
A percentage change in the rate itself, not in percentage points. A 25% relative uplift on a 2% rate gives 2.5%, not 27%. The scenario table uses relative uplifts because that is how test results and case studies are usually reported.
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