Marketing & agency
Conversion Rate Calculator
Works conversion rate, where the denominator decides what it means.
Result
Conversion rate is only meaningful against a defined conversion. A form submission and a booked job are very different events. Measure the one that actually produces revenue.
Get a Free Business AuditHow the calculation works
Conversions divided by the relevant population, which may be sessions, visitors, clicks or leads depending on what is being measured. Those produce different numbers from the same data, which is why a conversion rate quoted without its denominator cannot be compared against anything.
What moves the number
- Which denominator is used.
- Traffic quality and intent.
- Landing page and form friction.
- What counts as a conversion.
Where this one goes wrong
A falling conversion rate with rising traffic frequently means the additional traffic is lower intent rather than that the page got worse, which is the diagnosis people most often get backwards and then fix the wrong thing. Segment by source. The definition of a conversion matters equally: counting a newsletter signup and a purchase in the same figure produces a number that describes neither.
Before you quote
- State the denominator whenever quoting a rate.
- Segment by traffic source before concluding anything.
- Measure meaningful conversions separately from minor ones.
Questions
About this calculator
Why did my conversion rate fall as traffic grew?
Usually because the additional traffic is lower intent rather than because the page got worse. Segmenting by source shows it immediately, and it is the diagnosis people most often get backwards before fixing the wrong thing.
What denominator should be used?
Whichever answers the question, stated explicitly. Sessions, visitors, clicks and leads produce different rates from the same data, so a rate quoted without its denominator cannot be compared against anything.
Should all conversions be counted together?
No, because a newsletter signup and a purchase are not the same event. Combining them produces a figure that describes neither, and the rate that matters is the one for the action the business actually needs.
The formula
conversion rate = conversions ÷ visitors × 100
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How to use this calculator
- Visitors or leads in. Enter your own figure; the page starts at 4,200.
- Conversions. Enter your own figure; the page starts at 126.
- Target conversion rate (%). Enter your own figure; the page starts at 4%.
- Value per conversion ($). Enter your own figure; the page starts at $850.
The result updates as you type, so you can try a figure, see what it does to conversion rate, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Visitors or leads in | 4,200 |
| Conversions | 126 |
| Target conversion rate | 4% |
| Value per conversion | $850 |
What comes out
| Result | Value |
|---|---|
| Conversion rate main result | 3.00% |
| Extra conversions at your target | 42.0 |
| Extra value at your target | $35,700 |
| Visitors needed per conversion | 33 |
You convert 3.00%: one in every 33 visitors. Reaching 4% would add 42.0 conversions worth $35,700.
How sensitive the answer is
Holding everything else steady and changing only value per conversion, this is what happens to conversion rate. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Value per conversion ($) | Conversion rate |
|---|---|
| $425 | 3.00% |
| $638 | 3.00% |
| $850 example above | 3.00% |
| $1,275 | 3.00% |
| $1,700 | 3.00% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Visitors or leads in
- A number, between 0 and 100000000, starting at 4,200.
- Conversions
- A number, between 0 and 100000000, starting at 126.
- Target conversion rate (%)
- A percentage, between 0 and 100, starting at 4%.
- Value per conversion ($)
- A money amount, starting at $850.
What the results tell you
| Result | What it is |
|---|---|
| Conversion rate | The headline result. A percentage. |
| Extra conversions at your target | A decimal figure. |
| Extra value at your target | A money figure. |
| Visitors needed per conversion | A number. |
Attribution is the weak link
Return and cost-per-lead figures depend on knowing which enquiries came from which source, and most home-services businesses do not track that reliably. If the source data is guesswork, so is the return.
Keep going
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