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Conversion Rate Calculator
What share of visitors actually convert, for a page or a campaign?
Conversion rate
How it works
Conversion rate = conversions ÷ visitors × 100 Non-converting visitors = visitors − conversions
Worked example: 250 conversions from 10,000 visitors give 250 ÷ 10,000 × 100 = 2.50%. That leaves 9,750 visitors who did not convert — the size of the audience a better page could still win.
Frequently asked questions
What counts as a conversion?
Whatever action the page exists for: a purchase, a sign-up, a booking or a download. Pick one action per calculation, or the rate mixes two different goals and stops meaning anything.
Can conversions be more than visitors?
Only if one visitor converts twice and you count actions rather than people. For a people-based rate, cap conversions at visitors; the calculator shows the rate as entered, so check the inputs if it passes 100%.
What is a good conversion rate?
It depends on the traffic and the action. A shop page at 2% to 3% is common, while a free sign-up page can run much higher. Compare a page with its own past rate first, before comparing it with other sites.
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