Your conversion rate is one number that tells you whether your website is doing its job. It’s the percentage of visitors who actually do the thing you want them to do: buy, sign up, click, download.
Use this calculator to find yours. Or switch to A vs B mode and compare two versions from an A/B test to see which one performed better.
How to use this calculator
- Enter your total number of visitors and the number who converted. The calculator shows your conversion rate instantly.
- Compare it to the industry benchmarks below to see where you stand.
- Switch to A vs B mode if you’re comparing two test versions. Enter visitors and conversions for both.
- In A vs B mode, look at the relative uplift. That tells you how much better (or worse) Version B did compared to Version A, as a percentage.
- Use the benchmarks to set realistic goals. If your industry averages 3%, aiming for 3.5% is ambitious but grounded.
How we calculate this
The basic formula is simple: conversions divided by visitors, times 100. If 50 out of 1,000 visitors bought something, your conversion rate is 5%.
It’s worth understanding two different numbers you’ll see in A vs B mode:
Absolute difference is the raw gap between two rates. If Version A converts at 4.0% and Version B at 5.0%, the absolute difference is 1.0 percentage point.
Relative uplift is how much better one version did compared to the other, expressed as a percentage of the original. In that same example, Version B has a 25% relative uplift over Version A. That sounds big, but the absolute change is just 1 point.
Both numbers matter. Relative uplift tells you the magnitude of improvement. Absolute difference tells you the real-world impact. A 50% relative uplift sounds impressive until you realize it means going from 0.2% to 0.3%. Meanwhile, a 10% relative uplift from 10% to 11% means a lot more revenue.
When comparing A vs B, the follow-up question is always: “Is this difference real, or just random noise?” A small uplift with few visitors could easily be a fluke. That’s where statistical significance comes in. This calculator shows you the gap. The significance calculator tells you whether to trust it.
A note on what counts as a “visitor.” Your conversion rate changes depending on your denominator. Total site visitors, unique visitors, and sessions all give different numbers. Pick one method and stick with it so you’re comparing apples to apples over time. Most tools (including GA4) default to sessions.
FAQ
What is a good conversion rate?
It depends on your industry and what you’re measuring. The overall average across industries sits around 2.5% to 3.5%. E-commerce averages 2% to 3%. SaaS free trial signups typically convert between 3% and 8%. B2B lead generation forms average 2% to 5%. Instead of chasing a universal benchmark, compare your rate to your own industry data and focus on improving it over time.
How do I calculate conversion rate?
Divide your number of conversions by your number of visitors, then multiply by 100. If 200 people visited your page and 6 signed up, your conversion rate is 3%. The formula: (conversions / visitors) x 100. You can calculate this for any action: purchases, signups, downloads, clicks on a button, form submissions.
What’s the difference between conversion rate and click-through rate?
Conversion rate measures the percentage of visitors who complete a goal (buy, sign up, download). Click-through rate measures the percentage who click on a specific link or ad. CTR tells you if your ad or email gets attention. Conversion rate tells you if your page closes the deal. You can have a great CTR and a terrible conversion rate if the page doesn’t deliver on the ad’s promise. That’s called a message mismatch.
How often should I check my conversion rate?
Weekly is enough for most businesses. Daily checks lead to overreacting to normal fluctuations. Weekly gives you enough data to spot trends without the noise. If you’re running an A/B test, don’t peek at results until you’ve hit your required sample size. Checking early and making decisions based on incomplete data is one of the most common testing mistakes.
Why is my conversion rate different in different tools?
Different tools define “visitor” differently. Google Analytics counts sessions. Some tools count unique users. Others count page views. A single person visiting your site three times could be counted as 1 visitor, 3 sessions, or 5 page views depending on the tool. Pick one source of truth and use it consistently.
Want to improve your number? The fastest way to find out what works is to A/B test your page with Kirro. Set up takes 3 minutes.