Conversion rate calculator

Conversion rate is the percentage of visitors who completed a desired action, such as signing up, requesting a demo, or making a purchase. It is the most direct measure of how well a page, ad, or funnel step turns attention into results.

Divide conversions by visitors and multiply by 100. Conversion rate = conversions ÷ visitors × 100. If 10,000 visitors produced 250 sign-ups, the conversion rate is 250 ÷ 10,000 × 100 = 2.5%.

Whatever action you define as the goal for that page or campaign. Common choices are purchases, free trial sign-ups, demo requests, form submissions, and downloads. A funnel usually has several conversion rates in sequence, such as visitor to lead, lead to opportunity, and opportunity to customer, and each should be measured on its own.

It varies enormously by industry, traffic source, device, and what the conversion is. A purchase on cold traffic converts at a fraction of the rate of a newsletter sign-up on returning visitors. The useful comparison is against your own past performance on the same page with the same traffic mix, and against the cost per conversion the rate implies.

Pick the one that matches the question. Clicks are right when you are judging an ad or a landing page for paid traffic. Sessions are the usual choice for website conversion rate. Users are better when visitors typically come back several times before converting. Whichever you choose, use it consistently, because the three give different rates for the same page.

Enough that a few more conversions on either side would not flip the result. Rates computed from a handful of conversions swing wildly from day to day. The smaller the improvement you are trying to detect, the more conversions each variant needs; large, obvious differences show up faster than small ones. A statistical significance calculator will tell you exactly, but as a rule, be suspicious of any comparison with fewer than a few dozen conversions per side.

Click-through rate measures the step before: the share of people who saw an ad or link and clicked it. Conversion rate measures the share of those who arrived and then completed the goal. Multiply them together and you get the share of impressions that became conversions.

Cost per lead is cost per click divided by conversion rate. At a $2.50 CPC, a 2% rate gives a $125 cost per lead and a 4% rate gives $62.50. Doubling the conversion rate halves the cost per lead without touching the ad account, which is why landing pages are usually the cheapest lever.