Calculate your conversion rate from visitors and conversions, or solve for any missing variable.
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Conversion rate measures the percentage of visitors or ad clicks that complete a desired action — a purchase, sign-up, form fill, or other goal. It's one of the most important metrics in digital marketing because it directly connects traffic to business outcomes.
A high conversion rate means your landing page, offer, and audience are well-aligned. A low conversion rate — even with high traffic — means you're leaving money on the table at the bottom of the funnel.
Conversion rate is calculated by dividing the number of conversions by the total number of visitors (or clicks), then multiplying by 100.
You can also use conversion rate to plan campaigns — if you know your target conversion rate and needed conversions, calculate how many visitors you need to drive. Or estimate conversions from a known traffic volume.
(Conversions ÷ Visitors) × 100
Expressed as a percentageVisitors × (CVR ÷ 100)
Estimate expected conversionsConversions ÷ (CVR ÷ 100)
Traffic needed to hit a goalConversion rates vary widely by industry, traffic source, and conversion type. The most useful benchmark is your own historical performance — consistent improvement matters more than an industry average.
| Conversion Type | Average CVR | Top Quartile |
|---|---|---|
| E-commerce Purchase | 1–3% | > 5% |
| Lead Gen Form | 5–15% | > 20% |
| SaaS Free Trial Signup | 2–5% | > 8% |
| B2B Demo Request | 1–3% | > 5% |
| Email Newsletter Signup | 1–5% | > 8% |
| App Install (from ad) | 1–2% | > 4% |
Where your traffic comes from significantly impacts conversion rate. Paid search typically converts best because visitors have demonstrated high intent through their search query.
| Traffic Source | Avg. E-commerce CVR | Notes |
|---|---|---|
| Paid Search (Google) | 3–5% | High intent queries |
| Organic Search (SEO) | 2–3% | Strong for informational intent |
| Paid Social (Meta) | 1–2% | Interruption-based, lower intent |
| 4–6% | Warm audience with prior interest | |
| Retargeting | 5–10% | Prior site visitors, highest intent |
| Direct / Branded | 3–5% | Existing customers and brand seekers |
Source: Industry benchmark aggregates. Rates vary by industry, price point, and landing page quality.