Landing Page Conversion Calculator

Conversion rate optimization (CRO) lives or dies on one question: is the lift worth what the testing costs? This works the answer out in money rather than percentage points, which is the form anyone approving a budget actually responds to.

The formula

Monthly revenue = monthly visitors × conversion rate × average order value

Run it twice, once at your current rate and once at the improved one. The gap between them is what the improvement is worth, and twelve times that gap is the number to put in front of a stakeholder.

Monthly visitors is unique users landing on the page, straight out of Google Analytics or whatever you use instead. Traffic is the multiplier on everything else here: the same 1 percent lift on a page seeing 100,000 visitors a month is worth a hundred times what it is worth on a page seeing 1,000. That is the whole reason conversion work belongs on your busiest pages and almost nowhere else.

Current conversion rate is the share of visitors who do the thing you want. Rates vary hugely with what you are asking for. E-commerce checkouts usually run 1.5 to 3 percent, SaaS (software as a service) trial signups 3 to 7 percent, and lead generation forms anywhere from 5 to 15 percent. Pages in narrow niches with warm traffic can pass 20 percent. If you genuinely do not know yours, 2 to 3 percent is a fair placeholder.

Average order value (AOV) is revenue per conversion. For e-commerce that is the average basket. For SaaS it is often quoted as the monthly subscription, which understates things badly unless you put lifetime value in instead.

Proposed improvement is RELATIVE, and this is where people go wrong. Typing 20 means twenty percent better than the rate you have now, not twenty points on top of it. On a 2 percent page that lands at 2.4 percent, not 22. Relative is how every testing tool reports a result, so it is what this expects.

Worked example

25,000 visitors a month converting at 2.5 percent, average order $65. Today that is 625 orders and $40,625 a month. A 15 percent relative lift takes the rate to 2.875 percent, so 719 orders and $46,735 a month. The difference is $6,110 a month, or $73,320 a year, out of 0.375 of a percentage point.

One caveat that matters more than the arithmetic. Most tests that look like wins are noise that got stopped early, and measured lifts routinely shrink by half once the novelty wears off and the traffic mix returns to normal. Size the test properly, let it run to the sample you planned for, and then use this to price what you actually found. A number this size is easy to promise and hard to deliver twice.