Conversion Rate Calculator

Work out your conversion rate in one step. Enter your visitors and conversions and this gives you the percentage — the starting point for any optimisation effort.

Need more than the free basics? Knowing your rate is step one. To actually lift it — with A/B tests, heatmaps and session recordings that show why visitors don't convert — a tool like VWO does the work.

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What counts as a conversion?

A conversion is whatever action matters: a purchase, signup, demo booking or download. Rates vary wildly by industry and traffic source — e-commerce often sits at 2–3%, while a warm email list can convert far higher. Don't chase a generic benchmark; measure your own rate, then run experiments to beat it. Small, compounding lifts add up fast.

Frequently asked questions

How do I calculate conversion rate?

Divide conversions by total visitors and multiply by 100. For example, 35 conversions from 1,000 visitors is a 3.5% conversion rate.

What's a good conversion rate?

It depends on industry and channel. E-commerce often runs 2–3%; lead-gen and warm audiences higher. Compare against your own past performance, not a generic number.

How do I increase my conversion rate?

Test changes to your page, offer and flow. A tool like VWO lets you A/B test and watch session recordings to see what's stopping visitors.

This tool is free and runs entirely in your browser. The link above is an affiliate link: we may earn a commission if you sign up, at no extra cost to you, and it never changes our honest take.