Conversion Rate Calculator
Enter your visitors and conversions to get your conversion rate, plus the traffic it would take to reach a goal.
How the numbers are calculated
Conversion rate is conversions divided by visitors, shown as a percentage. If you also enter a target, the tool holds that rate constant and works out how many visitors you would need to reach it. That second number is usually the more useful one, because it turns a vague growth goal into a traffic requirement you can plan against.
conversion rate = conversions / visitors x 100 visitors needed = target x visitors / conversions
A worked example
Two thousand visitors and 40 sign-ups is a 2 percent conversion rate. If you want 100 sign-ups a month at the same rate you need 5,000 visitors, so you are hunting for 3,000 more. That framing usually changes the conversation. Tripling traffic is a content and authority programme measured in months, whereas moving the rate from 2 percent to 3 percent is a landing page job measured in weeks, and it gets you to 100 sign-ups on 3,333 visitors instead of 5,000.
When this is worth running
Before you decide whether next quarter is a traffic problem or a page problem, because the answer changes who does the work. Run it on a single page rather than the whole site: a site-wide rate mixes your pricing page with your blog and tells you nothing you can act on. Run it per channel too, since organic, paid and email visitors convert at very different rates and averaging them hides which one is actually working.
Where the number will mislead you
A conversion rate without a denominator you trust is noise. Below a few hundred visitors the figure swings wildly on one or two conversions, so do not act on a week of data from a quiet page. Be strict about what counts as a conversion as well. Mixing newsletter sign-ups and paid purchases into one rate produces a number that is arithmetically correct and useless for deciding anything.
Questions people ask about conversion rate
What is a good conversion rate?
- There is no useful universal answer, and any single figure quoted as a benchmark is an average across industries that probably does not include yours. The comparisons that matter are your own page against itself last month, and one page against another with the same intent and the same traffic source.
How many visitors do I need before the rate means anything?
- Enough that one extra conversion does not move it much. At 20 visitors a single sign-up is worth 5 percentage points. As a rough floor, treat anything under a few hundred visitors per page or variant as directional only.
Should I measure per page or for the whole site?
- Per page, and ideally per traffic source. A site-wide figure blends pages with completely different jobs, so it moves whenever your traffic mix changes even though no individual page got better or worse.
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