Free calculator
Conversion Rate Calculator
Enter how many people reached a step — visitors to a page, or customers who received a quote — and how many took the action, to get your conversion rate. Compare it with your own earlier periods rather than a published average, which rarely matches your business.
What share of people take the step I care about?
e.g. website visitors, enquiries or quotes sent
e.g. enquiries, bookings or sales
Nothing is saved or sent anywhere.
Result
Enter your numbers
The conversion rate formula
Conversion rate = (Conversions ÷ Visitors) × 100Example calculation
Your page gets 2,000 visitors and 60 of them buy. Your conversion rate is (60 ÷ 2,000) × 100 = 3%.
What your result means
A higher conversion rate means more results from the same traffic. Even a small lift is valuable because it multiplies across every visitor you already pay to attract.
Common mistakes
- Comparing your rate to unrelated industries instead of your own trend.
- Measuring over too short a period to be reliable.
- Optimising the conversion rate while ignoring lead quality.
Common questions
What is a conversion rate?
Conversion rate is the percentage of visitors, users or leads who take the action you want — a purchase, a signup, a booking or a form fill. It is conversions divided by total visitors, times 100.
Is there a good conversion rate to aim for?
Not a universal one. Rates depend on the step you measure, your offer, your price and where visitors come from, so published averages rarely apply to your business. Compare against your own past rate for the same step.
How do I calculate conversion rate?
Divide the number of conversions by the number of visitors and multiply by 100. For example, 60 conversions from 2,000 visitors is a 3% conversion rate.
Should I track more than one conversion rate?
Yes. Track conversion at each step — visitor to lead, lead to customer — so you can see exactly where people drop off rather than just an overall number.
How do I improve my conversion rate?
Make the next step obvious, reduce friction and form fields, add proof and clear pricing, improve page speed, and match your message to what visitors expected when they clicked.