Updated · Built and checked by the PlinzoTools team, formulas tested against published sources
Calculate conversion rate from conversions and total visitors.
2.50%
Conversion rate is the percentage of visitors who complete a desired action -- a purchase, signup, or any other goal -- the fundamental metric for measuring funnel and landing-page performance.
Enter conversions and total visitors. Conversion rate appears instantly.
Conversion Rate % = (Conversions / Total Visitors) × 100
Imagine a landing page that received 1,000 visitors in a week, and 25 of them signed up for a free trial. Dividing 25 by 1,000 gives 0.025, which the calculator shows as 2.50 percent. Those are the preloaded defaults, so you will see that result as soon as you open the tool. Now suppose you redesign the page and the next week 1,000 visitors produce 32 signups. The rate becomes 3.20 percent. That looks like a solid gain, but with numbers this small the difference could still be random noise, which is discussed below.
25 / 1,000 x 100 = 2.50 percent
The formula is simple; the quality of the answer depends on consistent definitions. A conversion can be a purchase, a form submission, a download, or a click on a button, but the same tool cannot tell what you meant, so pick one goal per calculation. A visitor could mean a session, a unique user, or a landing-page view, depending on your analytics platform. Sessions and unique users will produce different rates for the same traffic, because one person can generate several sessions. Whichever you choose, use the same definition every time you compare numbers, or your trend line will mislead you.
A rate calculated from very few visitors is unstable. Two conversions out of 40 visitors is 5 percent, but one additional conversion moves it to 7.5 percent. Before you conclude that a page change worked, make sure you have collected enough traffic for the difference to be meaningful, and be wary of comparing periods with different traffic mixes. A proper A/B test uses a statistical significance check, which this calculator does not perform. It only reports the raw ratio.
An overall conversion rate blends many different situations. Traffic from an email list to existing customers typically behaves very differently from cold traffic from an ad. Mobile and desktop visitors may convert at different rates as well. If you calculate the rate separately for each source or device, you can find which segment needs work. Mixing them can produce a misleading average that goes up simply because your traffic mix shifted, even though no individual segment improved.
Treat published averages you may see elsewhere with caution, since they depend heavily on how each source defined conversions and visitors. Your own historical rate, measured consistently, is the most reliable benchmark you have.
Varies enormously by industry, traffic source, and funnel step -- e-commerce checkout conversion and top-of-funnel ad-click conversion are not comparable numbers.
Conversions divided by total visitors, times 100. If 90 of 3,000 visitors buy, the conversion rate is 3%.
Whatever action you care about: a purchase, a sign-up, a form submission, a download. Pick one definition and use the same one when you compare periods.
Use the same unit for both numbers and be consistent. Counting unique visitors gives a lower rate than counting sessions when people return several times.
A rate needs a base to divide by. With no visitors there is nothing to convert from, so no result is shown.
Reference: Google Search Central