Answer first
What this calculator tells you
Calculate conversion rate, revenue per visitor and revenue per conversion. See how well a page or a campaign turns visitors into customers. Formula: Conversion rate = conversions ÷ visitors × 100; revenue per visitor = revenue ÷ visitors. At the worked-example inputs, the conversion rate is 3.0%. Holding every other input steady, moving visitors from 9,600 to 14,400 moves the result from 2.5% to 3.8%.
Transparent method
The formula
See how well a page or a campaign turns visitors into customers.
Worked example
Example inputs
How to interpret the result
Conversion rate is the share of visitors who do what you want, and it becomes more useful next to the money. Of 12,000 visitors, 360 converting is 3 percent, and $18,000 of revenue is $1.50 per visitor and $50 per conversion. The revenue per visitor is the number to compare across pages and campaigns, since a lower rate with a bigger order can beat a higher rate with a small one.
At the worked-example inputs the conversion rate is 3.0%. It rises with conversions and falls as visitors increases; revenue does not move it.
These are planning metrics, not audited accounting or a valuation opinion.
Before you rely on it
What to check
Count visitors and conversions over the same period and the same audience. A conversion count from a bigger window than the traffic count inflates the rate.
The common error
Where people go wrong with conversion rate calculator
Comparing rates across different goals. A newsletter signup and a purchase are different conversions with very different typical rates.
Sensitivity evidence
How visitors changes the conversion rate
Holding every other input at the worked-example value, moving visitors from 9,600 to 14,400 moves the conversion rate from 2.5% to 3.8%: a spread of 1.3%, or 42% of the worked-example result.
| Visitors | Conversion rate | Revenue per visitor | Revenue per conversion |
|---|---|---|---|
| 9,600 | 3.8% | $1.88 | $50 |
| 10,800 | 3.3% | $1.67 | $50 |
| 12,000worked example | 3.0% | $1.50 | $50 |
| 13,200 | 2.7% | $1.36 | $50 |
| 14,400 | 2.5% | $1.25 | $50 |
Every input, tested
Which input moves the conversion rate most
Of the 3 inputs, visitors moves the conversion rate most (0.606% across the range tested) and conversions moves it least (0.600%). Revenue does not change it at all.
| Input | Tested from | To | Conversion rate at each end | Swing |
|---|---|---|---|---|
| Visitors | 10,800 | 13,200 | 3.3% to 2.7% | 0.606% (20%) |
| Conversions | 324 | 396 | 2.7% to 3.3% | 0.600% (20%) |
| Revenue | $16,200 | $19,800 | 3.0% to 3.0% | none |
Two variables at once
Conversion rate by visitors and conversions
Across the grid the conversion rate runs from 2.0% to 4.5%. Moving visitors from 9,600 to 14,400 shifts it by 1.3% at the middle column, and moving conversions from 288 to 432 shifts it by 1.2% at the middle row, so visitors is the bigger lever here.
| Visitors \ Conversions | 288 | 360 | 432 |
|---|---|---|---|
| 9,600 | 3.0% | 3.8% | 4.5% |
| 10,800 | 2.7% | 3.3% | 4.0% |
| 12,000 | 2.4% | 3.0% | 3.6% |
| 13,200 | 2.2% | 2.7% | 3.3% |
| 14,400 | 2.0% | 2.5% | 3.0% |
The highlighted cell is the worked example: 3.0%.
Step by step
The worked example, input by input
| Input | Value used | What it means |
|---|---|---|
| Visitors | 12,000 | Enter the visitors used in this calculation. |
| Conversions | 360 | Enter the conversions used in this calculation. |
| Revenue | $18,000 | Enter the revenue used in this calculation. |
| Conversion rate | 3.0% | |
| Revenue per visitor | $1.50 | |
| Revenue per conversion | $50 | |
Inputs, definitions and assumptions
Visitors
Enter the visitors used in this calculation. The prefilled worked-example value is 12,000.
Conversions
Enter the conversions used in this calculation. The prefilled worked-example value is 360.
Revenue
Enter the revenue used in this calculation. The prefilled worked-example value is $18,000.
How to use this calculator
- 1Verify the inputs. Gather visitors, conversions and revenue from your own documents; the prefilled values are examples.
- 2Save a baseline. The worked example puts the conversion rate at 3.0%. Store your own version of it as Scenario A.
- 3Test one change. Start with visitors, the input with the biggest effect here: moving visitors from 10,800 to 13,200 takes the conversion rate from 3.3% to 2.7%, a swing of 20% of the worked-example figure.
- 4Check the extremes. At half the example visitors (6,000) the conversion rate is 6.0%; at double (24,000) it is 1.5%.
People also ask
Frequently asked questions
How do you calculate conversion rate?
Conversion rate = conversions ÷ visitors × 100; revenue per visitor = revenue ÷ visitors. Enter revenue in dollars. At the worked-example inputs the conversion rate is 3.0%.
What does the conversion rate result mean?
See how well a page or a campaign turns visitors into customers. At the worked-example inputs the conversion rate is 3.0%. It rises with conversions and falls as visitors increases; revenue does not move it.
How much does visitors change the conversion rate?
Holding every other input at the worked-example value, moving visitors from 9,600 to 14,400 moves the conversion rate from 2.5% to 3.8%, a spread of 1.3%.
What are the limits of this conversion rate calculator?
These are planning metrics, not audited accounting or a valuation opinion. The tables on this page test visitors only from 9,600 to 14,400; a value outside that range is not tabulated here.
Which input moves the conversion rate most in the conversion rate calculator?
Ranked by how far each moves the conversion rate across the range tested: visitors (0.606%, 20%) and conversions (0.600%, 20%). Revenue does not change it.
If I double visitors in the conversion rate calculator, does the conversion rate double?
Doubling it from 12,000 to 24,000 takes the conversion rate from 3.0% to 1.5%, which is 0.50 times the worked-example figure. So it falls instead of rising. Halving it to 6,000 gives 6.0%.
How much does conversions matter in the conversion rate calculator?
The worked example uses 360. With the other inputs left at the worked example, moving conversions from 324 to 396 takes the conversion rate from 2.7% to 3.3%, a swing of 20% of the worked-example figure.
How much does revenue matter in the conversion rate calculator?
The worked example uses $18,000. The conversion rate does not depend on revenue; it moves the revenue per visitor from $1.35 to $1.65 instead when revenue goes from $16,200 to $19,800.
Which inputs change the revenue per visitor in the conversion rate calculator?
At the worked-example inputs it is $1.50. Visitors takes it from $1.67 to $1.36 and revenue takes it from $1.35 to $1.65.
Which inputs change the revenue per conversion in the conversion rate calculator?
At the worked-example inputs it is $50. Conversions takes it from $56 to $45 and revenue takes it from $45 to $55.
What is the difference between fixed and variable costs?
Fixed costs stay the same as volume changes within a range, such as rent. Variable costs rise with each unit, such as materials. The split drives the break-even calculation.
Sources and evidence
Free Calculators Online is independent and is not affiliated with or endorsed by the source organizations. Educational estimates only.