What is a good conversion rate?

Industry averages range from 1–4% for e-commerce and 5–15% for optimised landing pages. A 'good' rate depends on your industry, traffic source, and what counts as a conversion. Compare against your own historical rates rather than generic benchmarks.

Should I use unique visitors or total sessions?

Both are valid. Total sessions (visits) is more common and gives a per-visit conversion rate. Unique visitors gives a per-person rate. Be consistent so you can compare over time.

How can I improve my conversion rate?

Focus on page speed, clear CTAs, social proof, reducing friction (fewer form fields, guest checkout), and A/B testing key elements like headlines, button copy, and page layout.

What's the difference between conversion rate and click-through rate?

Click-through rate (CTR) measures ad or link clicks relative to impressions. Conversion rate measures goal completions relative to visitors who landed on your page. CTR gets them there; conversion rate measures what happens next.

Conversion Rate Calculator

Calculate your website or funnel conversion rate from visitors and conversions. See revenue per visitor and per conversion.

Last updated: 2026-03-07

Conversion rate calculator

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Examples

E-commerce Store
10K visitors, 250 orders, $12,500 revenue
A mid-sized online store during a typical month.
2.50% conversion rate — $1.25/visitor, $50/order
SaaS Landing Page
5K visitors, 400 sign-ups
A free-trial landing page optimised for a single CTA.
8.00% conversion rate
Lead Gen Campaign
25K visitors, 750 leads, $15,000 pipeline
A B2B content marketing campaign with gated downloads.
3.00% conversion rate — $0.60/visitor, $20/lead

How conversion rate works

Conversion rate is the percentage of visitors who complete a desired action — signing up, making a purchase, downloading a resource, or any other goal.

The formula is simple: (Conversions ÷ Visitors) × 100. A 2.5% rate means 25 out of every 1,000 visitors convert.

Average e-commerce conversion rates range from 1–4%, while landing pages optimised for a single CTA can reach 5–15%. Even small improvements in conversion rate can have outsized revenue impact when multiplied across thousands of visitors.

Frequently asked questions

What is a good conversion rate?: Industry averages range from 1–4% for e-commerce and 5–15% for optimised landing pages. A 'good' rate depends on your industry, traffic source, and what counts as a conversion. Compare against your own historical rates rather than generic benchmarks.
Should I use unique visitors or total sessions?: Both are valid. Total sessions (visits) is more common and gives a per-visit conversion rate. Unique visitors gives a per-person rate. Be consistent so you can compare over time.
How can I improve my conversion rate?: Focus on page speed, clear CTAs, social proof, reducing friction (fewer form fields, guest checkout), and A/B testing key elements like headlines, button copy, and page layout.
What's the difference between conversion rate and click-through rate?: Click-through rate (CTR) measures ad or link clicks relative to impressions. Conversion rate measures goal completions relative to visitors who landed on your page. CTR gets them there; conversion rate measures what happens next.

Optimise every visitor

Small conversion rate improvements compound into big revenue gains — run the numbers and share with your team.

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Disclaimer

Results are based on the inputs you provide and may not reflect actual analytics. Always verify with your analytics platform for definitive reporting.

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