Conversion rate calculator
Turn visitors, conversions, and revenue into your conversion rate, average order value, and revenue per visitor.
Your numbers
Orders, signups, or whatever you count as a conversion.
Add revenue to also get average order value and revenue per visitor.
Conversion rate
2.5%
250 conversions from 10,000 visitors.
What conversion rate tells you
Conversion rate is the share of visitors who complete the action you care about, written as a percentage. The formula is conversions divided by visitors, times 100. If 250 of 10,000 visitors place an order, your conversion rate is 2.5%.
Keep both numbers on the same window and the same population. Mixing all-time orders with last-month sessions, or counting add-to-carts as conversions in one place and checkouts in another, is the most common reason a reported rate looks wrong.
Conversion rate, AOV, and revenue per visitor
Conversion rate on its own can mislead, because a change that wins more orders can also shrink the average order. Add revenue and the calculator also returns average order value (revenue per conversion) and revenue per visitor (revenue per session). Revenue per visitor is the cleanest single number to optimize, since it folds rate and order value into one figure: revenue = visitors × conversion rate × average order value.
Frequently asked questions
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