How to calculate it
Conversion rate = (conversions ÷ visitors) × 100
In Google Ads, conversion rate is conversions divided by ad clicks (or interactions). In Google Analytics 4 you can see it per session or per user.
What is a good conversion rate?
There is no universal benchmark. It depends on the goal (a newsletter sign-up converts far more often than a 50,000 kr purchase), the traffic source, the industry and the device. Compare with your own history and improve step by step.
How to improve it
- Bring in the right visitors: traffic that matches what you offer.
- Make the offer and the next step clear, with one strong call to action.
- Build trust with reviews, guarantees and clear prices.
- Make the page fast and the form short.
- Test changes with A/B tests rather than guessing.
Work out your own rate, and what one more percentage point is worth, with our free conversion rate calculator.
Conversion rate example
Two landing pages receive 1,000 visits each. Page A gets 20 enquiries, so its conversion rate is 2%. Page B gets 35, or 3.5%. If each enquiry is worth the same, page B earns 75% more from the same traffic. The team studies what page B does differently and applies it to the rest of the site.
Conversion rate by goal
| Goal | Conversion | Typical denominator |
|---|---|---|
| Online shop | Completed order | Sessions or visitors |
| Lead generation | Form sent or call made | Visitors to the page |
| Newsletter | Sign-up | Visitors to the sign-up page |
| Google Ads | Conversion | Ad clicks |
Conversion rate mistakes
- Comparing your rate with a benchmark from another industry.
- Counting several actions as one goal without separating them.
- Looking at the site-wide rate only. Split it by traffic source, device and page.
- Forgetting that more traffic from the wrong audience can lower the rate.
Conversion rate FAQs
How can I calculate it quickly?
Use our free conversion rate calculator.
How do I improve it?
See conversion rate optimization, landing pages and the call to action.