Conversion Rate Calculator Formula
Understand the math behind the conversion rate calculator. Each variable explained with a worked example.
Formulas Used
Conversion Rate
conversion_rate = total_visitors > 0 ? (conversions / total_visitors) * 100 : 0Visitors Per Conversion
visitors_per_conversion = conversions > 0 ? total_visitors / conversions : 0Variables
| Variable | Description | Default |
|---|---|---|
conversions | Number of Conversions | 150 |
total_visitors | Total Visitors or Prospects | 5000 |
How It Works
How to Calculate Conversion Rate
Formula
Conversion Rate = (Conversions / Total Visitors) x 100
Conversion rate is the fundamental metric connecting traffic to outcomes. It applies to any stage of the funnel: visitor to lead, lead to trial, trial to customer. Even small improvements in conversion rate compound across high traffic volumes, often producing larger returns than increasing traffic itself.
Worked Example
A website receives 5,000 visitors and 150 complete a purchase.
- 01Conversion Rate = (150 / 5,000) x 100 = 3.0%
- 02Visitors Per Conversion = 5,000 / 150 = 33.3
- 03One out of every 33 visitors makes a purchase.
Frequently Asked Questions
What is a good conversion rate?
E-commerce sites average 2-3%. Landing pages can reach 5-15% when well-optimized. B2B lead forms average 2-5%. The definition of "good" depends on your industry, traffic source, and what counts as a conversion.
How do I improve conversion rate?
Start by analyzing where visitors drop off. Common improvements include clearer calls to action, faster page loads, social proof, simplified forms, mobile optimization, and A/B testing headlines and layouts.
Learn More
Guide
Marketing ROI Guide
Learn how to calculate and improve marketing ROI. Covers ROAS, cost per acquisition, cost per lead, attribution models, and channel-level performance analysis.
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