Free tool
Conversion rate calculator
Work out your conversion rate and revenue per visitor - and see what a given uplift would actually be worth per month and year. Free, instant, no email required.
-
Enter visitors and conversions above.
Your inputs are saved in the page address.
How to read this
Your conversion rate is conversions divided by visitors over the same period. It's the single most-watched number in optimization, but on its own it can mislead - a variant can win on rate while losing on money if it attracts smaller orders. That's why the calculator also shows revenue per visitor (revenue ÷ visitors) when you add revenue: it captures both how often people buy and how much they spend.
The uplift field turns an abstract percentage into a business number. A "10% lift" sounds small until you see it as extra conversions and revenue per month - which is exactly the number to weigh against the effort of running a test. To find out how much traffic you'd need to detect that lift reliably, use the sample-size calculator; to check whether a finished test's lift is real, use the significance calculator.
The conversion rate formula
conversion rate = conversions ÷ visitors × 100
Both counts must cover the same period and the same page or funnel, and a conversion is counted once per visitor. The conversion rate definition covers the edge cases: sessions versus visitors, repeat buyers, and why published benchmarks are not comparable with your own number.
How to calculate conversion rate, step by step
- Define the conversion. One specific action: an order, a form submitted, a trial started.
- Pick the period and the page. A calendar month for one landing page, for example.
- Count unique visitors to that page in that period. Visitors, not pageviews.
- Count conversions from those visitors, once each.
- Divide conversions by visitors and multiply by 100. 300 ÷ 10,000 × 100 = 3.0%.
Uplift calculator: what a lift is worth
The uplift field above turns a relative uplift into extra conversions and revenue per month and year: monthly visitors × absolute uplift × value per conversion. It is the number to weigh against the effort of running a test, and the number a winning variant's confidence interval should be read against.
A worked example
10,000 monthly visitors with 300 conversions is a 3.0% conversion rate. Add $15,000 of revenue and revenue per visitor is $1.50 with a $50 average order. Modelling a +10% uplift shows what a test win is worth: about 30 extra conversions and $1,500 extra revenue per month - $18,000 a year. That's the number to weigh against the effort of testing.
New to testing? Start with how to A/B test in WordPress.
FAQ
Questions
What is a conversion rate?
The percentage of visitors who complete a goal you care about - a purchase, a sign-up, a click - over a given period: conversions ÷ visitors × 100. Always compare rates measured over the same period and traffic source.
What's a good conversion rate?
It varies enormously with industry, traffic source, price point, and how you define a conversion, so published benchmarks are rarely comparable to your site. The more useful comparison is your own history: measure your baseline, then run A/B tests and try to beat it.
What is revenue per visitor and why track it?
Revenue ÷ visitors. It combines conversion rate with order value, so it catches changes that shift how much people spend, not just whether they buy. In A/B testing, it's often the fairest way to compare variants on commerce sites - AB Test WP Pro can attribute revenue per visitor to each variant automatically.
Now improve the number
Measure your baseline, then test your way past it - free, on your own server.