Conversion Rate Calculator
(CVR From Visitors and Conversions)
Enter visitors and conversions to get your conversion rate. Switch modes to estimate conversions or the traffic a goal needs.
What would you like to calculate?
Total visitors who could have converted in the period
Orders, sign-ups, leads or whatever action you count
Average order value or lead value, to see revenue and revenue per visitor
Conversion Rate Result
💡 Formula Guide
This conversion rate calculator works out the percentage of visitors who complete an action such as a purchase or a sign-up. Enter visitors and conversions to get the rate. It also works the other way: give it traffic and a rate to estimate conversions, or a goal and a rate to find the visitors you need. Add a value per conversion and it shows revenue and revenue per visitor.
How to Calculate Conversion Rate
Conversion rate is conversions divided by visitors, multiplied by 100.
A store with 125 orders from 5,000 visitors has a conversion rate of 125 ÷ 5,000 × 100 = 2.5%.
| To find | Formula | Example |
|---|---|---|
| Conversion rate | Conversions ÷ Visitors × 100 | 125 ÷ 5,000 × 100 = 2.5% |
| Conversions | Visitors × Rate ÷ 100 | 8,000 × 2.5 ÷ 100 = 200 |
| Visitors needed | Conversions ÷ (Rate ÷ 100) | 200 ÷ 0.025 = 8,000 |
Sessions or Users: Pick One Base
The same store can report two honest conversion rates. Sessions count every visit, and users count each person once. A shopper who visits three times and buys on the third visit adds three sessions and one user.
| Base | Count | Orders | Conversion rate |
|---|---|---|---|
| Sessions | 10,000 | 150 | 1.5% |
| Users | 6,000 | 150 | 2.5% |
Neither figure is wrong. Choose one, keep it for every period you compare, and check which base a published benchmark uses before you measure yourself against it. For ads, the base is clicks: conversions divided by ad clicks.
What Is a Good Conversion Rate?
It varies widely by what is sold. These figures are from Dynamic Yield's ecommerce benchmark, as twelve-month averages to August 2026. The global average across all industries was 2.71%.
| Industry | Average conversion rate |
|---|---|
| Beauty & Personal Care | 5.39% |
| Pet Care & Veterinary Services | 4.94% |
| Food & Beverage | 4.58% |
| Multi-Brand Retail | 2.92% |
| Fashion, Accessories & Apparel | 2.78% |
| Consumer Goods | 2.38% |
| Home & Furniture | 1.23% |
| Luxury & Jewelry | 0.7% |
Cheap items that people buy often convert far more readily than expensive ones that need thought. These are online store figures; a page that only asks for an email address is a different kind of conversion and cannot be compared with them. Your own rate last month, measured the same way, is the most useful benchmark.
Revenue Per Visitor
A higher conversion rate is not always more money. A discount can lift the rate and lower the value of each order. Revenue per visitor combines the two.
With 125 orders at an average of $60 from 5,000 visitors, revenue is $7,500 and revenue per visitor is $1.50. Enter a value per conversion in the calculator to see it. The Revenue Per Visitor Calculator covers this figure on its own, and the CPA Calculator shows what each conversion cost in advertising.
Comparing Two Conversion Rates
Small numbers move a lot by chance. A page with 4 conversions from 200 visitors (2%) and another with 6 from 200 (3%) differ by two orders, which is not enough to say one page is better. Before acting on a difference between two versions of a page, test whether it is likely to be real with the A/B Test Significance Calculator.
How to Use the Conversion Rate Calculator
- Choose what to solve for: Pick conversion rate, expected conversions or visitors needed.
- Enter the two known values: Type in two of visitors, conversions and conversion rate. The third is calculated as you type.
- Add a value per conversion: Optional. Enter the average order value or the value of a lead to see revenue and revenue per visitor.
Frequently Asked Questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100. A store with 125 orders from 5,000 visitors has a conversion rate of 125 ÷ 5,000 × 100 = 2.5%.
Should I divide by sessions or by users?
Either works if you use the same one every time. A rate based on sessions is lower than a rate based on users, because one person can visit several times before buying. Google Analytics 4 reports both, as session key event rate and user key event rate.
What is a good conversion rate?
It depends on what you sell. Dynamic Yield's ecommerce benchmark put the global average at 2.71% for the twelve months to August 2026, with luxury and jewelry at 0.7% and beauty and personal care at 5.39%. Your own rate in the previous period is a better comparison than any average.
What counts as a conversion?
Whatever action you chose as the goal: a purchase, a sign-up, a form sent, a download or a phone call. The rate only means something when the conversions and the visitors come from the same period and the same traffic.
Can a conversion rate be more than 100%?
Only when the two numbers are counted differently, for example total orders divided by unique users where some users ordered more than once. The calculator flags any result above 100% so you can check the inputs.
How many visitors do I need for a set number of sales?
Divide the sales you want by your conversion rate as a decimal. For 200 sales at a 2.5% conversion rate you need 200 ÷ 0.025 = 8,000 visitors.
Benchmark figures checked against Dynamic Yield's ecommerce conversion rate benchmark in October 2026.