Guards the denominator
Conversions above visitors is flagged as an error rather than quietly producing a rate above 100%.
Tools / Conversion Rate Calculator
Conversion Rate Calculator
Enter conversions and visitors to get the rate as a percentage, plus how many visitors it takes on average to earn one conversion.
Conversion rate = (conversions ÷ visitors) × 100
Enter values to see the result
- 1
Enter conversions
Whatever counts as success: purchases, signups, form submissions, or bookings.
- 2
Enter visitors
The people who had the chance to convert, not total page views or sessions from bots.
- 3
Read the rate
You get the percentage plus the number of visitors per conversion, which is often easier to reason about.
Why use this conversion rate calculator
The formula is simple. Getting the denominator right is the part people get wrong, so this keeps both numbers visible.
Visitors per conversion
A 0.8% rate is abstract. One conversion per 125 visitors is a number you can plan traffic around.
Pairs with a significance test
Once you have two rates, the statistical significance calculator tells you whether the gap is real.
What to measure
Ecommerce checkout
Purchases divided by sessions that reached the product page.
Signup and lead forms
Completed submissions divided by people who saw the form.
QR code campaigns
Form submissions divided by scans, to compare placements.
The formula
Conversion rate = (conversions ÷ visitors) × 100
Both numbers must come from the same window and the same audience. Comparing this month's conversions against last month's traffic is the most common way this goes wrong.
Getting the denominator right
- Use unique visitors or sessions consistently, never a mix of the two.
- Exclude bot and internal traffic if your analytics can.
- Count only people who could actually convert, not everyone who hit the site.
- Segment by device and channel. A blended rate can hide a broken mobile checkout.
Related calculators
Frequently asked questions
How do you calculate conversion rate?
Conversion rate = (conversions ÷ visitors) × 100
If 45 of 1,500 visitors bought something, that is 45 ÷ 1500 × 100 = 3%.
What is a good conversion rate?
It varies enormously by industry and by what counts as a conversion. Ecommerce purchase rates commonly sit in the low single digits, while a well-targeted lead form can convert far higher.
Your own trend and your own segments are more useful than any published average.
Should I use visitors or sessions?
Either works as long as you are consistent. Sessions usually produce a lower rate because one person can visit several times.
Pick one definition, write it down, and keep using it so your trend line stays comparable.
How is this different from response rate?
Same arithmetic, different context. Response rate divides responses by invitations sent, which is the survey framing. The response rate calculator also compares your figure to published channel averages.
How do I know if a change in conversion rate is real?
Run the two rates through the statistical significance calculator. Small samples move a percentage around a lot, and a jump from 3.0% to 3.4% on a few hundred visitors is usually noise.
Can conversion rate be above 100%?
Not with a correct denominator. If it is, you are probably counting conversions from a wider audience than the visitor number covers, or counting repeat purchases against unique visitors.
Are my numbers stored?
No. Everything runs locally in your browser.
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