Conversion Rate Calculator:
Ecommerce Conversion Rate
Enter visitors and conversions to get your conversion rate instantly and see how it stacks up.
Deep dive: conversion rate formula guide.
Conversion Rate Calculator
Calculate your conversion rate instantly
Input Values
Total sessions or unique visitors in the period
Number of completed purchases or desired actions
Results
Enter visitors and conversions
Results will appear here
Track Conversion Rates by Source
StoreRadar calculates conversion rates across your funnel and by traffic source so you know where to optimize.
What is Conversion Rate?
The key metric for turning visitors into customers
Conversion rate is the percentage of visitors who complete a desired action—in ecommerce, usually a purchase. It tells you how effective your store is at turning traffic into customers. The average store converts 2–3%; improving even by half a point can significantly increase revenue.
The Conversion Rate Formula
Example: 250 orders ÷ 10,000 sessions × 100 = 2.5%
Use sessions (not pageviews) for the denominator, and keep the same definition across reports. Segment by traffic source and device to find optimization opportunities.
How to Calculate Conversion Rate (Step-by-Step)
Define Your Conversion
Decide what action counts—usually a completed purchase. For funnel analysis, also define add-to-cart and checkout start.
Get Visitor Count
Use sessions (or unique users) from your analytics for the same period. Ensure your analytics is correctly tracking all traffic.
Get Conversion Count
Use orders (or your chosen action) from your store or analytics. Match the date range and attribution to your visitor data.
Apply the Formula
Divide conversions by visitors and multiply by 100. Conversion Rate = (Conversions ÷ Visitors) × 100.
Conversion Rate vs Related Metrics
| Metric | Definition | Formula | Example |
|---|---|---|---|
| Conversion Rate | Visitors who complete desired action | (Conversions ÷ Visitors) × 100 | 2.5% |
| Add-to-Cart Rate | Visitors who add product to cart | (Add to Carts ÷ Visitors) × 100 | 8% |
| Cart Abandonment Rate | Carts not completed | 100 − (Purchases ÷ Carts) × 100 | 65% |
| Revenue Per Visitor | Total revenue ÷ visitors | Revenue ÷ Visitors | $2.40 |
| AOV | Average order value | Revenue ÷ Orders | $85 |
Common Conversion Rate Mistakes
Wrong Denominator
Using pageviews instead of sessions inflates the denominator and understates conversion rate. Use sessions for store-wide conversion rate.
Not Segmenting
Blended conversion rate hides differences by device, source, and landing page. Segment to find where to improve.
Chasing Rate Over Revenue
Optimizing only for conversion rate can attract low-value buyers. Balance with AOV and LTV.
Ignoring Sample Size
Rates from small traffic are noisy. Don't over-interpret week-over-week changes on low volume.
Frequently Asked Questions
Common questions about conversion rate
Conversion rate is the percentage of visitors who complete a desired action—typically a purchase in ecommerce. It's calculated as (Conversions ÷ Visitors) × 100. For example, if 200 out of 10,000 visitors buy, your conversion rate is 2%.
The formula is: Conversion Rate = (Number of Conversions ÷ Total Visitors or Sessions) × 100. Use the same definition of 'visitor' (sessions vs users) and the same time period for both numbers. Example: 150 orders ÷ 5,000 sessions × 100 = 3%.
The average ecommerce conversion rate is 2–3%. Good is 3–5%; top performers reach 5%+. Rates vary by industry, device, and traffic source. Email and direct traffic often convert at 4–6%; paid social may be 1–2.5%. Compare to your own history and segment by source.
Sessions are more common for ecommerce because one person can visit multiple times before buying. Session-based conversion rate = (Conversions ÷ Sessions) × 100. User-based shows what share of people ever convert. Stick to one definition and use it consistently.
In ecommerce it's usually a completed purchase. You can also track micro-conversions: add-to-cart, checkout start, signup. Define the action that matters for each report—e.g. 'checkout conversion rate' vs 'purchase conversion rate'—and keep definitions consistent.
Improve product pages (images, copy, reviews), simplify checkout (fewer steps, guest checkout), speed up the site, add trust signals, and use cart recovery emails. Segment by traffic source and device—mobile often converts lower, so optimize for it separately.
Track Conversion Rates Automatically
StoreRadar calculates conversion rates at every funnel stage and by traffic source so you know exactly where to improve.
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