Conversion Rate
Percentage of visitors who complete a desired action.
Formula
Live Calculator
MembersVariables
Example
30 sales from 1,000 visitors → CR = 3%
How it works
Conversion rate tells you how many visitors took the action you wanted, compared with the total number of visitors. It works by turning the ratio of completed actions to total visits into a percentage, so you can compare performance across different pages, campaigns, or time periods even when the visitor counts are different. A higher conversion rate means a larger share of your audience responded in the intended way.
When to use it
Use this formula in marketing, e-commerce, app analytics, and website testing when you want to measure how effective a page, ad, or campaign is at getting people to sign up, buy, download, or otherwise act. It is especially useful when comparing two versions of the same page or two different traffic sources.
Worked example, step by step
A landing page gets 850 visitors in a week. 240 of those visitors sign up for the newsletter. CR = (Conversions / Visitors) × 100 CR = (240 / 850) × 100 CR = 0.28235 × 100 CR = 28.235% Rounded to one decimal place, the conversion rate is 28.2%.
Common mistakes to avoid
- Using the number of impressions or clicks instead of actual visitors in the denominator
- Forgetting to multiply by 100 when converting the ratio to a percentage
- Counting the same person more than once as multiple conversions if the formula is meant to measure unique conversions
Did You Know?
A one-second delay in page load can cut conversion rates by around 7%.
Share this formula
More in Media & Data
View allGross Rating Points (GRP)
IntermediateTotal advertising weight of a campaign against the whole audience.
Target Rating Points (TRP)
IntermediateAdvertising weight counted only within the specific target audience.
Television Rating (TVR)
BasicShare of all potential viewers watching a particular programme.
Cost Per Mille (CPM)
BasicThe cost of reaching one thousand impressions.
Cost Per Rating Point (CPP)
IntermediateHow much it costs to buy one rating point of audience.
Click-Through Rate (CTR)
BasicPercentage of ad views that result in a click.