Conversion Rate Calculator
Conversion rate is the percentage of visitors, leads, or prospects who complete a target action such as a purchase, sign-up, or form submission. It is the central metric for conversion rate optimization (CRO) and digital marketing performance. Even small improvements in conversion rate have outsized revenue impact because they compound across every visitor who arrives at the page. This calculator computes your current conversion rate, the additional conversions earned per period at a target rate, and the revenue impact of improving conversion rate, expressed in dollar terms to build the business case for CRO investment.
Conversion rate formula
CVR = (Conversions / Visitors) * 100
Current Revenue = Conversions * AOV
Target Revenue = Visitors * (Target CVR / 100) * AOV
Uplift = Target Revenue - Current Revenue
CVR benchmarks
- Ecommerce: 1 to 4% is average; 5%+ is top quartile.
- B2B lead gen: 5 to 15% for qualified landing pages.
- SaaS free trial: 2 to 10% from visitor to trial.
- Trial to paid: 10 to 25% is typical for well-onboarded SaaS.
Conversion rate: frequently asked questions
What is conversion rate?
Conversion rate is the percentage of visitors or leads who complete a desired action, such as a purchase, sign-up, or form submission. It equals conversions divided by total visitors or sessions, multiplied by 100.
What is a good conversion rate for ecommerce?
Average ecommerce conversion rates range from 1 to 4%. Top performers exceed 5%. Rates vary widely by industry, device type, traffic source, and price point. Mobile conversion rates are typically lower than desktop.
What is a good landing page conversion rate?
Landing page conversion rates for lead generation typically range from 5 to 15%. B2B lead gen pages often see 5 to 10%. Consumer offers can exceed 20% for strong value propositions.
How do I calculate the revenue impact of improving conversion rate?
Revenue impact = (New CVR - Old CVR) / Old CVR * Current Revenue. Or more directly: multiply the increase in conversions by average order value. Even a 0.5% absolute CVR increase on high-traffic pages can mean thousands of additional conversions.
What is the fastest way to improve conversion rate?
The highest-impact tactics include: improving page load speed (each second of delay reduces CVR by 7%), A/B testing headlines and CTAs, reducing form fields, adding social proof (reviews, trust badges), and improving mobile UX.
Sources
- U.S. Federal Trade Commission: Digital Advertising and Marketing 101.
- U.S. Small Business Administration: Manage Your Finances.
Reviewed by the CalculatorHub team, edited by James Graham, 14 June 2026. See our methodology.