Conversion Rate Calculator
Traffic Is Only Useful If It Converts
A website pulling in ten thousand visitors a month means nothing on its own — what matters is how many of them actually did what you wanted, whether that's a purchase, a signup, or a form submission. Conversion rate compresses that relationship into a single percentage that can be tracked, tested, and compared across channels or time periods.
The Formula
Conversion Rate = (Conversions / Total Visitors) × 100
Where This Calculation Matters
- A/B testing — comparing conversion rate between two page variants to determine which performs better.
- Channel evaluation — traffic from different sources (organic, paid, email) often converts at very different rates, which changes how that traffic should be valued.
- Funnel diagnosis — tracking conversion rate at each stage of a multi-step funnel to find where visitors drop off.
- Budget allocation — a channel with a higher conversion rate can justify a higher cost per visitor.
Note: Conversion rate on its own doesn't account for traffic volume or the value of each conversion — a 1% rate on 100,000 visitors can outperform a 5% rate on 500, so pair this figure with total volume before drawing conclusions.
How to Use This Calculator
- Enter the Number of Conversions for the period being measured.
- Enter the Total Visitors for that same period.
- Select Calculate to see the conversion rate as a percentage.
Related Calculations
Once visitors convert, track their long-term value with the Lifetime Value Calculator, or see what each conversion effectively cost with the Customer Acquisition Cost Calculator.