Conversion Rate Calculator
Calculate conversion rate (CVR) from visitors and conversions, and estimate revenue impact.
How to use this tool
- Enter total visitors (or impressions), conversions (actions completed) and revenue per conversion in the fields above.
- Results update instantly as you type — or click Calculate.
- Read your conversion rate and the full breakdown beneath it.
Conversion rate is the percentage of visitors who complete a desired action. Even small CVR improvements have an outsized impact on revenue — doubling your CVR doubles revenue without increasing traffic spend.
Formula
Conversion Rate (CVR %) = (Conversions ÷ Visitors) × 100
Total Revenue = Conversions × Revenue per Conversion
Revenue per Visitor = Total Revenue ÷ Visitors
How it works
This calculator divides the number of completed conversion events by the total number of visitors (or impressions) to produce the conversion rate, then multiplies conversions by the revenue value of each to estimate total revenue and revenue earned per visitor.
The revenue per visitor figure is particularly useful for bid optimisation in paid channels — it sets an upper bound on what you can profitably pay per click. Results assume a uniform revenue value per conversion; if conversion values vary, use an average or run separate calculations per segment.
Worked example
Worked example
- Visitors = 1,000; conversions = 50.
- CVR = (50 ÷ 1,000) × 100 = 5%.
- Revenue per conversion = $100; total revenue = 50 × $100 = $5,000.
- Revenue per visitor = $5,000 ÷ 1,000 = $5.00.
Conversion rate = 5%; total revenue = $5,000; revenue per visitor = $5.00.
Key terms
- Conversion Rate (CVR)
- The percentage of visitors or impressions that result in a desired action (purchase, sign-up, form fill, etc.).
- Revenue per Visitor (RPV)
- Average revenue generated for every visitor sent to a page or funnel; useful for evaluating traffic quality and setting CPC bids.
- Conversion Event
- A specific, measurable action a user completes that has business value, such as a completed purchase or a submitted lead form.
- Funnel
- The sequence of steps a visitor passes through before completing a conversion; improving any stage raises the overall CVR.
Frequently asked questions
- What is a good conversion rate?
- Average e-commerce CVR is around 2–4%. Top performers achieve 5–10%+. Landing pages for lead generation often convert at 10–25%. The 'good' benchmark depends heavily on your industry, traffic source, and offer.
- How do I improve my conversion rate?
- Common CRO levers include: clearer value proposition, faster page speed, social proof (reviews, testimonials), reducing form friction, A/B testing CTAs, and improving mobile experience.