Conversion Rate Calculator

Formula Conversion Rate = (Conversions ÷ Visitors) × 100
Conversion Rate (%)

Related Calculators

Conversion Rate = (Conversions ÷ Visitors) × 100

Use this free, online conversion rate calculator for your website or landing page. No sign-up required — enter any two known values (conversions, visitors, or rate) and it solves for the third.

What Is Conversion Rate?

Conversion rate is the percentage of visitors who complete a desired action out of everyone who visited, a purchase, a sign-up, a form fill, whatever counts as success for that specific page. It’s the metric that connects raw traffic volume to actual business results, which is why it matters more than traffic alone in almost every marketing conversation.

How to Calculate Conversion Rate

To calculate conversion rate, divide the number of conversions by the number of visitors, then multiply by 100.

Conversion Rate = (Conversions ÷ Visitors) × 100

Step by Step

  • Find your total conversions for the page or campaign you’re measuring
  • Find your total visitors (or sessions) over the same period
  • Divide conversions by visitors
  • Multiply by 100 to get a percentage

Worked Examples

  • Small campaign: 25 conversions, 1,000 visitors 25 ÷ 1,000 × 100 = 2.5% conversion rate
  • Mid-size campaign: 340 conversions, 12,000 visitors 340 ÷ 12,000 × 100 = 2.83% conversion rate
  • Agency-scale account: 2,800 conversions, 145,000 visitors 2,800 ÷ 145,000 × 100 = 1.93% conversion rate

Convert Rate Calculator Formula (Reverse Calculation)

Because this is a reverse-capable calculator, you can also start from a target conversion rate and solve for conversions or visitors instead.

  • To find Conversions: Conversions = (Conversion Rate ÷ 100) × Visitors
  • To find Visitors: Visitors = Conversions ÷ (Conversion Rate ÷ 100)

This is useful for traffic planning. If your page converts at 3% and you need 60 conversions this month, you can work out you need roughly 2,000 visitors, before you decide how much traffic to drive there.

What Is a Good Conversion Rate?

This is one of the most disputed numbers in marketing, and the disagreement isn’t really noise — different reports measure genuinely different things. WordStream’s widely cited 2.35% figure covers all page types across a broad cross-industry dataset. Unbounce’s equally cited 6.6% figure covers only dedicated, purpose-built landing pages specifically, a narrower and typically better-optimized set of pages. Both numbers are correct; they’re just answering different questions.

Context

Typical Conversion Rate

Source

All page types, cross-industry (median)

2.35%

WordStream (2026)

All page types, top 25%

5.31%+

WordStream (2026)

All page types, top 10%

11.45%+

WordStream (2026)

Dedicated landing pages, cross-industry (median)

6.6%

Unbounce, 41,000 pages / 464M visitors (2024–2026)

SaaS landing pages

~3.8%

Unbounce, Foundry CRO (2026)

Financial services landing pages

~8.4%

Unbounce (2026)

Events & entertainment landing pages

~12.3%

Unbounce (2026)

E-commerce

2.35% – 3.1%

WordStream, CorePPC (2026)

Email traffic (any page type)

~19.3%

Apexure (2026)

Organic search traffic (any page type)

~2.7%

Apexure (2026)

Why the range is wide: traffic source alone can swing conversion rate by 7x on the exact same page — email traffic converting at roughly 19.3% against organic search at 2.7% is a well-documented pattern, not an outlier. Compare your conversion rate against your specific page type, industry, and traffic source, not a single headline percentage.

How to Improve Your Conversion Rate

  • Simplify forms, every additional field tends to reduce completion rate
  • Strengthen the call-to-action with clear, specific, benefit-led copy rather than generic buttons like “Submit”
  • Add social proof (reviews, testimonials, trust badges) near the point of decision
  • Improve page load speed, even a one-second delay measurably reduces conversion rate on most sites
  • Match page copy to the reading level of your actual audience. Pages written at a 5th to 7th grade reading level convert at roughly double the rate of dense, “professional” copy in recent testing
  • Run A/B tests on headlines and hero images rather than assuming what will work
  • Segment your reporting by traffic source before judging performance. A 3% blended rate can hide a 1% paid social result dragging down a strong 8% email result

Frequently Asked Questions

It depends on what you’re measuring. Across all page types, the widely cited average is 2.35% (WordStream), while dedicated landing pages specifically average closer to 6.6% (Unbounce). Both are correct for what they measure, compare your rate against your specific page type and industry, not a single number.

Divide your total conversions by your total visitors, then multiply by 100. For example, 25 conversions from 1,000 visitors gives a 2.5% conversion rate. The calculator above does this instantly, or you can use it in reverse to solve for conversions or visitors.

Yes — the calculator on this page works for any conversions-to-visitors ratio, whether that’s a single landing page, a full website over a month, or a specific campaign. Just use your site-wide totals for conversions and visitors instead of a single page’s numbers.

Check your traffic source mix first. A page converting people from an email list will show a very different rate than the same page receiving cold organic or paid social traffic; blending very different traffic sources into one number is one of the most common reasons a real conversion rate looks worse than a cited benchmark.

Use the reverse mode above: set “I want to calculate” to Visitors, enter 2.5 for Conversion Rate and 50 for Conversions. The calculator shows you need 2,000 visitors.

CTR measures how many people click an ad or listing out of everyone who saw it. Conversion rate measures how many of the people who then landed on your page actually completed the desired action. A campaign can have a strong CTR and a weak conversion rate at the same time if the ad promises something the landing page doesn’t deliver.