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Conversion Rate Calculator
Single-step rate or full funnel breakdown across up to five stages.
What is conversion rate?
Conversion rate is the share of visitors who completed the action you wanted them to take — buying, signing up, downloading, calling, whatever it is. It's the single most diagnostic metric for any product page or landing page because it isolates persuasion from traffic. Doubling the conversion rate doubles revenue without a cent of extra spend; growing traffic does not. The funnel view extends the same logic across multiple steps: it shows where the leak is, so you can fix the worst drop-off first instead of guessing.
How to use this calculator
Pick simple mode for a single page; pick funnel mode when you have several steps in sequence.
- Choose simple or funnel mode.
- In simple mode, enter visits and conversions.
- In funnel mode, enter the volume at each stage in descending order.
- Compare per-stage drops to spot the biggest leak.
Formulas
Simple rate is conversions over visits. Funnel rate per step is the share that survived from the previous step. The total funnel rate is the bottom over the top.
CR % = ( Conversions ÷ Visits ) × 100
Stage CR % = ( stage N ÷ stage N-1 ) × 100
Total funnel % = ( last stage ÷ first stage ) × 100
Typical conversion rates by industry
Use these as priors for new pages, not as targets. Mature programs routinely beat the high column.
| Industry / page type | Low | Average | Good |
|---|---|---|---|
| Ecommerce (overall) | 1% | 2.5% | 5%+ |
| SaaS | 2% | 5% | 10%+ |
| B2B | 1.5% | 3.5% | 7%+ |
| B2B lead generation | 2% | 4% | 8%+ |
| Landing pages | 2% | 5% | 10%+ |
| Email click-to-conversion | 1% | 2.5% | 5%+ |
Sources: Unbounce, WordStream, Statista 2023–2024 reports.
Frequently asked questions
How is conversion rate calculated?
Conversions divided by visits, multiplied by 100. If 50 of 2,000 visitors bought, the rate is (50 ÷ 2000) × 100 = 2.5%.
Should I count unique visitors or sessions?
Either works, as long as you're consistent. Unique visitors give a per-person view; sessions give a per-visit view. Pick one and stick to it across reports.
Where do most funnels leak?
Usually between the first two stages — interest to consideration. After that, the second-biggest drop is at checkout/payment. Fix those two before optimizing anything else.
Is a 10% conversion rate good?
It depends. Newsletter sign-ups can hit 30%; ecommerce checkout rarely passes 5%; B2B demo requests around 2% is already great. Compare against your own historical rate first.
How do I improve conversion rate?
Audit the page for friction (clutter, slow load, hidden price). Strengthen the value proposition above the fold. Add proof. Test the call to action. Run experiments one variable at a time.
Funnel CR vs micro-conversions?
Funnel CR measures the macro outcome (sale, signup). Micro-conversions are intermediate signals (added to cart, watched 50% of video). Track both: micro tells you why macro is moving.