Free tool
Conversion rate calculator
Find out what share of your visitors become customers, and what a small improvement would be worth. Nothing you enter leaves your browser.
How conversion rate is calculated
- conversion rate = conversions ÷ visitors × 100
If 2,000 people visit your site and 50 of them send an enquiry, your conversion rate is 50 ÷ 2,000 × 100 = 2.5%. A conversion is whatever matters to your business: a sale, a booking, a quote request, a call or a sign-up.
What's a good conversion rate?
It depends on your industry, where your visitors come from and what you count as a conversion. A quote request and a completed purchase aren't the same thing. The most useful comparison is your own rate over time, page by page and channel by channel.
Five ways to improve it
- Make the next step obvious on every page: one clear button.
- Speed up your pages on mobile.
- Answer the questions people ask before buying: price, timing, guarantees.
- Show proof near the button: reviews, results, logos.
- Cut form fields you don't really need.
FAQ
Conversion rate questions
How do you calculate conversion rate?
Divide the number of conversions by the number of visitors, then multiply by 100. 50 enquiries from 2,000 visitors is a 2.5% conversion rate.
What counts as a conversion?
Any action that matters to your business: a purchase, a booking, a quote request, a call or a newsletter sign-up. Track each type separately, so you know which pages bring in real business.
What is a good conversion rate?
It depends on your industry, your traffic and what you count as a conversion. The most useful comparison is your own rate over time, page by page.
Should I count visitors or sessions?
Either works, as long as you use the same one every time. Most analytics tools, including GA4, report both.
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