Conversion Rate Calculator
Conversion rate, reverse planning for a target, and whether a change you made is statistically real.
The formula and the denominator problem
Conversion rate is conversions ÷ visitors × 100. The argument is almost never about the formula — it is about what counts as a visitor. Sessions, unique users, and clicks on an ad produce different numbers from the same campaign. Always state the denominator, because a rate quoted without one is meaningless.
What counts as a good conversion rate
- Ecommerce — 1-3% is typical, 3-5% is strong.
- B2B SaaS free trial — 2-5% of qualified traffic.
- Lead generation forms — 5-10% on a well-targeted landing page.
- Email signup popups — 1-4%.
These shift with traffic quality more than with design. A page converting at 0.5% from cold display traffic may beat a page converting 4% from branded search.
Working backwards to a target
If you need 100 conversions at a 2% rate, you need 5,000 visitors. Framing it this way shows how expensive a small rate improvement is to buy with traffic: moving from 2% to 2.5% saves 1,000 visitors, which at a $1.20 CPC is $1,200 — often far cheaper than buying more clicks.
When a change is real
A jump from 2.7% to 3.1% on 12,000 visitors per variant is roughly at the edge of significance; the same gap on 1,000 visitors is not. Use the comparison above before you roll out a redesign, and remember that tests stopped the moment they look good overstate their own results.