Conversion Rate Calculator
Calculate website conversion rate from visitors and conversions. Analyze e-commerce funnel drop-off, run A/B test significance, and find required traffic for revenue goals.
Conversion Rate
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Visitors per Conversion —
Total Conversions —
Extended More scenarios, charts & detailed breakdown ▾
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Conversion Rate
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Revenue per Visitor —
Total Revenue —
Professional Full parameters & maximum detail ▾
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Conversion Rates
Macro Conversion Rate —
Micro Conversion Rate —
Revenue Impact
Revenue per Visitor —
LTV × CR (value per visitor) —
Planning & Statistics
Traffic Needed for Target —
CR Confidence Interval Low (95%) —
CR Confidence Interval High (95%) —
Sample Size for A/B Significance —
How to Use This Calculator
- Enter Total Visitors and Total Conversions for an instant conversion rate.
- Use E-commerce Funnel to see drop-off at each stage: sessions → cart → checkout → purchase.
- Use A/B Test tab to compare control vs variant and check statistical significance.
- Switch to Professional for macro/micro CR split, revenue per visitor, LTV impact, and required traffic calculations.
Formula
CR = (Conversions ÷ Visitors) × 100%
Revenue per Visitor = CR × Avg Order Value
Required Traffic = Target Conversions ÷ CR
A/B Z-score = |pB − pA| / √(p̄(1−p̄)(1/nA + 1/nB))
Example
Example: 10,000 visitors, 200 purchases, $75 AOV. CR = 200 ÷ 10,000 = 2%. Revenue per visitor = $1.50. To reach 400 purchases, you need 20,000 visitors.
Frequently Asked Questions
- Conversion Rate = (Conversions ÷ Visitors) × 100%. It measures the percentage of visitors who complete a desired action — purchase, sign-up, download, or inquiry.
- Average e-commerce conversion rates are 1–3%. Top performers achieve 5–10%+. B2B lead generation averages 2–5%. Landing pages optimized for a single action can reach 20–40%.
- Macro conversions are primary goals (purchases, subscriptions). Micro conversions are smaller steps toward the goal (add to cart, email sign-up, product page view). Tracking both reveals funnel health.
- Use a Z-test: Z = |pB − pA| / SE. Z ≥ 1.96 means 95% confidence (p < 0.05). Run the test until you reach the required sample size to avoid false positives.
- Required Traffic = Target Conversions ÷ Current Conversion Rate. If your CR is 2% and you need 400 conversions/month, you need 400 ÷ 0.02 = 20,000 visitors.