Conversion Rate Calculator
Calculate your website or campaign conversion rate, revenue per visitor, and cost per conversion.
Essential for marketing optimization.
The three numbers that drive every web business
Conversion rate, revenue per visitor (RPV), and cost per conversion (CAC) together explain almost everything about whether a website is making money. Each tells you something different:
- Conversion rate = conversions ÷ total visitors × 100 — how good your funnel is
- Revenue per visitor = total revenue ÷ total visitors — what each visit is worth
- Cost per conversion = marketing spend ÷ conversions — what acquisition costs
A 2% conversion rate sounds fine, but if your RPV is $0.30 and your cost per click is $0.40, you are bleeding money on every visit. Conversion rate without RPV in context is half a story.
Industry benchmarks (Wordstream, Unbounce 2024 reports)
| Industry | Average | Top 10% |
|---|---|---|
| E-commerce (all) | 1.5 to 3% | 5%+ |
| E-commerce (luxury/jewellery) | 1% | 3% |
| E-commerce (groceries) | 4 to 6% | 10%+ |
| SaaS/Software | 3 to 7% | 11%+ |
| Finance/loans | 5 to 10% | 24%+ |
| Healthcare | 3 to 8% | 12%+ |
| B2B services | 2 to 5% | 8%+ |
| Real estate | 2.5% | 5%+ |
| Legal services | 5 to 8% | 14%+ |
Note how much industries vary. A 2% conversion rate is “needs work” in finance but “excellent” in jewellery — context matters more than the raw number.
The two ways to improve conversion
You can only do two things to lift this number: get better traffic, or get a better funnel. Most teams obsess over the funnel (A/B tests, button colours, headlines) when the cheaper win is usually upstream — targeting better keywords, building better landing pages for specific traffic sources, killing campaigns that send the wrong people.
What actually moves conversion rate (in rough order of impact)
- Page load speed. Every 1-second delay above 3 seconds drops conversions by about 7% (Akamai, 2017). The fastest sites do not have to optimise anything else.
- Search match. If a visitor lands on a page that doesn’t match what they searched for, they leave. Make landing pages specific to the ad/keyword.
- Trust signals. Reviews, real photos, secure-checkout badges, return policy visible above the fold.
- Friction in checkout. Required-fields, account creation, surprise shipping fees at the end. The Baymard Institute estimates 70% of carts are abandoned, with 17% of those because checkout was “too long or complicated.”
- Mobile UX. Two-thirds of traffic on most sites is mobile. If your mobile flow is even mildly worse than desktop, you are losing the majority of revenue.
The 1% conversion rate myth
Many e-commerce stores fixate on “getting to 1%” because that number is widely quoted. Top performers in the same category are doing 3 to 5%. The gap between average (1.5%) and excellent (5%) is a 3.3x revenue difference at the same traffic — far more valuable than doubling your traffic budget while staying at 1.5%.
A/B testing rule of thumb
A statistically valid A/B test needs about 1,000 conversions per variant to detect a 10% lift. If your conversion rate is 2% and you want to test a homepage variation, you need ~100,000 visitors split equally. Most small sites don’t have that traffic — for them, qualitative user testing (5 people watched using your site) gives better insight than half-finished A/B data.