Conversion Rate Calculator
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This conversion rate calculator shows what share of your visitors took the action you wanted, such as buying, signing up or sending a lead form. Enter total visitors and conversions to get your conversion rate. Add revenue to see what each conversion and each visitor is worth. It suits marketers, store owners and founders. It is free, with no sign-up.
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Divides conversions by total visitors, shows the share as a percentage and how many visitors each conversion takes.
Works for sales, leads, sign-ups, downloads or any action you count as a conversion.
Add revenue from conversions to see average order value and revenue per visitor.
Runs in your browser with no sign-up, so you can compare pages, campaigns or months quickly.
Three steps from a blank form to a result you can use.
Add the number of visitors who could have converted, for the page, campaign or site and the period you are measuring.
Add the sales, leads or sign-ups those visitors completed in the same period.
Enter revenue from those conversions to see average order value and revenue per visitor next to your conversion rate.
Conversion rate is the share of visitors who complete a goal, such as a purchase or a sign-up. It shows how well a page or campaign turns attention into results.
The calculator uses the standard formula shown on calculators such as GIGAcalculator. With revenue, it adds the two figures Onramp Funds defines for ecommerce: average order value and revenue per visitor.
Conversion rate (%) = Conversions ÷ Total visitors × 100 Visitors per conversion = Total visitors ÷ Conversions Revenue per visitor (RPV) = Revenue ÷ Total visitors Average order value (AOV) = Revenue ÷ Conversions RPV = Conversion rate × AOV
Example: A landing page gets 12,500 visitors in a month, and 275 of them buy. Conversion rate is 275 ÷ 12,500 × 100 = 2.2%, which is about 45.5 visitors per conversion (12,500 ÷ 275). Those orders bring in $19,250, so average order value is $19,250 ÷ 275 = $70. Revenue per visitor is $19,250 ÷ 12,500 = $1.54. The check works the other way too: 2.2% × $70 = $1.54. These figures are an illustration, not a benchmark.
Revenue per visitor is useful when you test changes. A new page that converts slightly fewer visitors but sells bigger orders can still earn more per visitor.
| Version | Visitors | Conversions | Revenue | Conversion rate | RPV |
|---|---|---|---|---|---|
| Page A | 5,000 | 150 | $9,000 | 3.0% | $1.80 |
| Page B | 5,000 | 125 | $10,000 | 2.5% | $2.00 |
Page A converts more visitors, but Page B earns $0.20 more per visitor because its average order is $80 instead of $60. If revenue is the goal, we would pick Page B. If the goal is sign-ups or leads with no direct revenue, conversion rate alone is the right measure. This comparison is an illustration.
Most conversion rate mistakes come from the wrong bottom number. GIGAcalculator stresses using the population that could actually take the action. We follow these rules:
One site-wide number hides where people drop off. GIGAcalculator lists several related rates that use the same formula with a different starting group. Measuring each step shows which one leaks the most.
| Rate | Conversions | Baseline |
|---|---|---|
| Click-through rate | Ad clicks | Ad views |
| Product-to-cart | Add-to-cart actions | Product page viewers |
| Cart-to-checkout | Checkout starts | Cart viewers |
| Checkout-to-purchase | Completed orders | Checkout starters |
| Lead conversion | Form submissions | Landing page visitors |
GIGAcalculator's own example: 30,000 users reached the first checkout step out of 300,000 who saw the cart, a 10% cart-to-checkout rate. Run the calculator once per step with the matching numbers.
Quick answers about the Conversion Rate Calculator.
Divide the number of conversions by the number of visitors who could have converted, then multiply by 100. If 4,000 visitors land on a page and 120 sign up, the conversion rate is 120 ÷ 4,000 × 100 = 3%. Use the same period and filters for both numbers.
It depends on your industry, traffic source, price and what you count as a conversion. A free newsletter sign-up converts far more easily than an expensive purchase. We suggest comparing a page with its own history and with similar pages on your site before chasing an outside benchmark.
A conversion is any action you want a visitor to take. Common examples are a purchase, a lead form, a free trial sign-up, a demo booking or a download. Pick one action per calculation, so the rate clearly shows how well a page or campaign drives that goal.
Revenue per visitor is total revenue divided by total visitors. It combines conversion rate and average order value in one number, because revenue per visitor also equals conversion rate times average order value. It helps when a change lowers conversions but raises order size, or the other way round.
Unique visitors usually give a truer picture, because one person can visit several times before buying. Counting every visit makes the conversion rate look lower. Whichever you choose, use the same measure every time so your results stay comparable across pages, campaigns and months.
Yes. The conversion rate calculator is free and needs no account or sign-up. It runs in your browser. Enter visitors and conversions to get your conversion rate, and add revenue from conversions if you also want average order value and revenue per visitor.
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