ConverterHub

Conversion Rate Calculator

Find the percentage of visitors who convert.

How it is calculated

The rate is conversion rate (%) = conversions ÷ visitors × 100. Conversions is the count of completed goals (purchases, sign-ups, leads) and visitors is the number of people or sessions you measured them against. Both are plain counts, not percentages.

Visitors must be greater than zero and conversions cannot be negative; otherwise there is no result. The tool does not stop you entering more conversions than visitors, so a figure above 100% appears as typed (for example when one visitor converts several times). The result is shown with two decimals.

Worked example

A landing page received 1,250 visitors and produced 37 sign-ups. Divide: 37 ÷ 1250 = 0.0296. Multiply by 100 to express it as a percentage: 2.96%. In other words, roughly 3 of every 100 visitors converted. If a variant of the page gets 45 sign-ups from the same 1,250 visitors, its rate would be 3.60%.

Try this example →

Common mistakes

  • Mixing denominators: dividing by sessions in one report and by unique users in another makes rates incomparable.
  • Entering the rate you already have as 'conversions'; the field takes a count of goals, not a percentage.
  • Counting conversions from a different period than the visitors, such as this month's orders against last month's traffic.
  • Comparing two page variants on tiny samples; 2 versus 3 conversions is not evidence that one is better.
  • Including repeat conversions by the same person while the denominator counts unique visitors, which can push the rate above 100%.

About this calculator

This calculator divides the number of conversions by the number of visitors or sessions and multiplies by 100 to get a conversion rate — the core metric for judging whether traffic is actually turning into sales, sign-ups or leads.

Marketers use it to compare landing pages, A/B test variants or ad campaigns against each other; e-commerce store owners use it to track whether site changes are helping or hurting sales, and SaaS teams use it to measure free-trial-to-paid conversion.

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