Conversion Rate Calculator
360 of 12,000 visitors converted (3.00%).
What is Conversion rate?
Conversion rate is the share of visitors who take the action you want, calculated as conversions divided by visitors, times 100. Send 12,000 visitors to a page and have 360 convert, and the rate is 3.00%.
The action can be anything you count as a win: a purchase, a signup, a demo request, an add to cart. The rate is only as meaningful as the conversion you choose to measure.
Because it sits on top of traffic you already pay for, a small lift compounds. Moving from 3% to 4% on the same 12,000 visitors is an extra 120 conversions at no added media cost.
How to calculate Conversion rate
Conversion rate = Conversions ÷ Visitors
- Count the visitors. Count sessions or unique visitors over the period, using the same denominator each time you compare.
- Count the conversions. Count the specific action you care about over that same window, not a mix of different goals.
- Divide and multiply by 100. Conversions divided by visitors, times 100, is the rate. 360 divided by 12,000 is 0.03, or 3.00%.
- Read it per visit. A 3.00% rate means roughly 1 conversion for every 33 visitors, the visitors-per-conversion figure on the result card.
Worked example
A page receives 12,000 visitors over a month and 360 of them convert.
| Visitors / sessions | 12,000 |
|---|---|
| Conversions | 360 |
| Result | 3.00% conversion rate · healthy |
About 1 in every 33 visitors converted. That clears the rough 2% web average, though whether 3% is strong for you depends on the channel and how much buying intent the traffic carried.
What is a good Conversion rate?
A common rule of thumb puts the average website conversion rate around 2 to 3 percent, so the calculator marks 2% and above as healthy. Treat it as a loose convention: the right number swings hard with channel and intent.
| Conversion rate | Read |
|---|---|
| under 1% to 2% Broad, cold traffic | Top-of-funnel display or untargeted social |
| 2% to 3% General website average | The figure usually quoted as typical |
| 5% to 10%+ High-intent landing page | Focused offer, warm or search traffic |
| 10%+ Qualified, late-funnel step | Free-trial signup from people already choosing you |
These bands are conventions, not targets. The most useful benchmark is your own past rate on the same traffic, and a rate that is falling matters more than one that sits below an industry average.
How to improve Conversion rate
- Match the page to the ad: a message that carries straight from the click into the headline lifts the rate without touching spend.
- Cut friction in the path, from slow load times to long forms and surprise costs at checkout.
- Sharpen the call to action and the offer, since a weak ask converts even qualified traffic poorly.
- Filter the traffic itself: tighter targeting raises intent, and intent is the biggest lever on conversion rate.
Frequently asked questions
- What is a good conversion rate?
- A common rule of thumb is that 2 to 3 percent is an average website conversion rate, so clearly above that is often called healthy. Treat it as a loose convention, not a target: what is good depends on your channel, traffic source, price and intent. A high-intent landing page can run into double digits, while broad top-of-funnel traffic may convert under 1 percent and still be fine. Benchmark against your own past performance.
- Is 2% a good conversion rate?
- Around 2 percent sits at the rough average often quoted for website conversion, so it is a reasonable baseline rather than a strong result. For a checkout or high-intent landing page, 2 percent would usually be low; for cold, broad traffic it can be normal. Use it as a starting line, then beat your own number.
- Is 10% conversion good?
- A 10 percent conversion rate is strong for most marketing contexts and well above the 2 to 3 percent web average. It is common on high-intent pages: a focused landing page, a warm email click-through, or a tightly targeted search campaign. If broad, cold traffic converts at 10 percent, check your tracking is not double-counting.
- Is 20% a good conversion rate?
- A 20 percent conversion rate is excellent and rare for general website traffic, though it shows up on very high-intent steps like a free-trial signup from people who already chose you. Confirm it is measured against the right denominator: conversions over a small, qualified set of visitors look far higher than over all sessions.
- What is a bad conversion rate?
- There is no universal cutoff. A rate well below your channel norm, or one falling over time, is the real warning sign. As a loose guide, broad traffic converting under 1 percent is often weak, but that can mean unqualified traffic, a slow page or a weak offer rather than a broken funnel. Compare like with like.