Conversion Rate Calculator
Enter your visitors, conversions and revenue to get your conversion rate, revenue per visitor and average order value, then set a target rate to see how many more sales it would bring.
What different conversion rates mean for your traffic
| Conversion rate | Conversions | Revenue | Change vs now |
|---|
Assumes the same number of visitors and the same average order value.
How to use the Conversion Rate Calculator
- Enter your visitors (sessions or users) for a period, for example last month.
- Enter the conversions (orders, sign-ups or leads) in the same period.
- Add revenue to get revenue per visitor and average order value.
- Set a target conversion rate to see the conversions needed and the extra revenue.
- Press Calculate and compare the result with the what-if table.
Conversion rate formulas
- Conversion rate = conversions ÷ visitors × 100
- Revenue per visitor (RPV) = revenue ÷ visitors = conversion rate × AOV
- Average order value (AOV) = revenue ÷ conversions
- Conversions needed for a target = visitors × target rate ÷ 100 (rounded up)
Example: a store has 25,000 visitors, 500 orders and $37,500 in revenue. Its conversion rate is 500 ÷ 25,000 = 2%, RPV is $37,500 ÷ 25,000 = $1.50 and AOV is $37,500 ÷ 500 = $75. Reaching a 3% conversion rate needs 25,000 × 0.03 = 750 orders, which is 250 more. At $75 each that is $18,750 in extra revenue from the same traffic. Getting those 750 orders at 2% would need 37,500 visitors.
Impact of conversion rate on 10,000 visitors
| Conversion rate | Orders | Revenue at $50 AOV | Revenue at $100 AOV |
|---|---|---|---|
| 1% | 100 | $5,000 | $10,000 |
| 2% | 200 | $10,000 | $20,000 |
| 3% | 300 | $15,000 | $30,000 |
| 4% | 400 | $20,000 | $40,000 |
| 5% | 500 | $25,000 | $50,000 |
A typical e-commerce conversion rate is often quoted at around 2–3%. Treat it as a rough reference: luxury goods, B2B and high-priced items convert lower, while repeat buyers and low-cost consumables convert higher.
Ways to raise your conversion rate
- Speed up the site. Slow pages, especially on mobile, lose buyers before they see the product.
- Simplify checkout. Offer guest checkout, fewer form fields and familiar payment options.
- Be clear about cost. Show shipping costs and delivery times early to avoid surprises at checkout.
- Build trust with reviews, clear return policies and good product photos.
- Measure by traffic source so you can see which channels bring buyers, not just visitors.
Frequently asked questions
How do you calculate conversion rate?
Divide conversions by visitors and multiply by 100. For example, 500 orders from 25,000 visitors is 500 ÷ 25,000 × 100 = 2%.
What is a good e-commerce conversion rate?
Many online stores convert roughly 2% to 3% of visitors, but averages vary widely by industry, price point, device and traffic source. Repeat customers and email traffic usually convert much better than cold social or display traffic.
What is revenue per visitor?
Revenue per visitor (RPV) is total revenue divided by visitors. It combines conversion rate and order value in one number: RPV = conversion rate × average order value. $37,500 from 25,000 visitors is $1.50 per visitor.
What is average order value?
Average order value (AOV) is revenue divided by the number of orders. $37,500 from 500 orders is an AOV of $75.
Should I use sessions or users as visitors?
Either works as long as you are consistent. Sessions give a lower conversion rate because one person can visit several times before buying. Most analytics tools report e-commerce conversion rate per session.
How much extra revenue would a higher conversion rate bring?
Multiply the extra conversions by your average order value. With 25,000 visitors and a $75 AOV, going from 2% to 3% adds 250 orders, or $18,750 in revenue, without any extra traffic.