How to calculate conversion rate
- Enter the number of visitors, sessions or leads, and how many of them converted: bought, signed up, booked or downloaded.
- The conversion rate appears with a 95% range that shows how precise it is for your sample size.
- Add your average order value to see revenue per visitor, and a target rate to see how many more conversions, and how much revenue, reaching it would bring. Use the funnel box to find where people drop off.
Understanding conversion rate
Conversion rate = conversions ÷ visitors × 100. 132 purchases from 4,800 visitors is 2.75%. Be consistent about what you count: sessions or unique users, all traffic or only one landing page, and one conversion per visitor or every order. Comparing rates calculated differently is a common source of confusion between analytics tools and ad platforms.
With small numbers, conversion rates are noisy. The range shown uses the Wilson score interval: with 132 conversions from 4,800 visitors the true rate is likely between about 2.3% and 3.3%, so a change from 2.75% to 3.0% next week may be chance. To prove an improvement, run a proper A/B test. Typical e-commerce conversion rates are around 1–4%, landing pages for lead generation often 5–15%, depending on traffic quality and offer. Funnel analysis is often more useful than the headline number: fixing the biggest drop-off step usually brings the largest gain. Calculated in your browser.
What is a good conversion rate?
For online shops, 2–3% is typical and 4% or more is strong. It depends heavily on the industry, price and traffic source.
Should I use sessions or users?
Either, as long as you are consistent. Sessions give a lower rate because one user can visit several times.
How do I improve my conversion rate?
Find the step where most people drop off, simplify it, make the value clearer, speed up the page and test changes one at a time.