Conversion Rate Calculator
Calculate conversion rates for your website, landing pages, ads, and marketing campaigns. This free tool shows instant results with industry benchmarks to help you optimize performance. Track how many visitors complete desired actions—purchases, signups, downloads, or any conversion goal.
Enter traffic
Input total visitors or impressions for your campaign.
Enter conversions
Add the number of completed actions or goals achieved.
Get instant results
See your conversion rate with industry benchmarks and insights.
Calculate Conversion Rate
Industry Benchmarks
How to Calculate Conversion Rate
Conversion rate measures the percentage of visitors who complete a desired action. Use this formula:
The result shows what percentage of your traffic converts. Higher conversion rates mean more efficient marketing spend and better ROI.
Example 1: E-commerce Store
Purchases: 250
Calculation: (250 ÷ 10,000) × 100 = 2.5%
Result: 2.5% conversion rate (above average for e-commerce)
Example 2: Landing Page Signup
Signups: 800
Calculation: (800 ÷ 5,000) × 100 = 16%
Result: 16% conversion rate (excellent for landing pages)
Understanding Conversion Rates
What is conversion rate?
Conversion rate is the percentage of visitors who complete a desired action on your website, landing page, or ad campaign. Actions include purchases, signups, downloads, form submissions, or any goal you define. A 5% conversion rate means 5 out of every 100 visitors convert.
What is a good conversion rate?
Good conversion rates vary by industry and conversion type:
- E-commerce sites: 2-3% is average, 5%+ is excellent
- B2B/SaaS websites: 3-5% is typical for trial signups
- Lead generation: 5-10% for contact forms
- Landing pages: 10-15% for dedicated campaigns
- Email marketing: 15-25% for targeted campaigns
Context matters. A 1% conversion rate on cold traffic is different from 1% on retargeting campaigns.
How do I improve conversion rate?
Focus on these high-impact areas:
- Clarity: Make your value proposition obvious in 5 seconds
- Speed: Pages loading under 2 seconds convert 2-3x better
- Trust signals: Add testimonials, reviews, security badges
- Reduce friction: Fewer form fields, simpler checkout process
- Strong CTAs: Use action verbs and contrasting button colors
- Mobile optimization: 60%+ of traffic is mobile—test on real devices
- A/B testing: Test headlines, images, and CTAs systematically
Common conversion rate mistakes
Avoid these calculation errors:
- Wrong baseline: Don't include repeat customers in traffic if measuring first-time conversion rates
- Time period mismatch: Match visitors and conversions to the same timeframe
- Bot traffic: Filter out bots and crawlers from visitor counts
- Multiple goals: Track separate conversion rates for different actions (purchase vs. signup)
- Attribution issues: Credit conversions to the correct source (organic, paid, email)
Should I track micro-conversions?
Yes. Micro-conversions are smaller actions that lead to primary conversions: video views, scroll depth, time on page, add-to-cart, newsletter signups. Tracking these helps identify where users drop off in your funnel. If your primary conversion rate is low but micro-conversion rates are high, the issue is late in the funnel (checkout process, pricing page). If both are low, fix top-of-funnel issues first (traffic quality, landing page clarity).