Conversion Rate Calculator
Calculate your website or store conversion rate from total visitors and completed orders.
Your results
Calculation breakdown
- Conversion rate
- (Orders ÷ Visitors) × 100
Worked example
A store with 5,000 visitors and 125 orders in a month has a conversion rate of 2.5%.
Assumptions
- Be consistent between using sessions or unique visitors over time.
- This is a simple site-wide rate and doesn't segment by traffic source.
- Compare against your own historical trend rather than a generic benchmark.
How this calculator works
Divide the number of orders by the number of visitors to see your conversion rate as a percentage. Track this over time to gauge the effect of pricing, design or marketing changes on your store's performance.
How website conversion rate is calculated
Divide completed conversions by the number of visits or sessions in the same period, then multiply by 100. For example, 45 purchases from 1,500 sessions gives a 3% session conversion rate.
Define the conversion before comparing results. A purchase, qualified lead, account signup and newsletter subscription measure different outcomes and should not be mixed into one unexplained rate.
- Conversion rate = conversions ÷ visits × 100
- Use the same date range for both inputs
- Keep session-based and user-based rates separate
Compare like with like
Segment results by device, channel, landing page or campaign before deciding that a change worked. A site-wide average can move because the traffic mix changed even when page performance did not.
Analytics attribution, consent settings, duplicate events and cross-device journeys can affect recorded conversions. Treat the calculator result as a ratio based on the inputs, then investigate tracking quality before making a major decision.
Frequently asked questions
What is a good ecommerce conversion rate?
Rates vary by industry and traffic source, but many online stores see conversion rates in the low single digits, so compare against your own historical trend rather than a single benchmark.
Should I use sessions or unique visitors?
Either can work, but be consistent — mixing the two will distort your trend line over time.
Does this account for return visitors?
No, it's a simple total-orders-over-total-visitors calculation; use your analytics platform for more detailed visitor segmentation.
Editorial review and responsibility
Reviewed by the CalcAussie editorial team on 21 September 2026. Review scope: Method, Australian terminology, material assumptions, source links and user-facing limitations.
Calculator results remain estimates based on the figures entered. Check material decisions against current official information and report a suspected error so it can be reproduced and corrected.