Type how many people visited a page and how many of them took the action you wanted, and get the conversion rate straight away. Add an average order value to see revenue per visitor, a target rate to see what an improvement would be worth, and a sales goal to see how many visitors you need to reach it.
A conversion rate is a ratio, so it moves for two reasons: the numerator (people who acted) or the denominator (people who arrived). If you start a campaign that brings in many casual visitors, your rate can fall even though sales rise. That is why it helps to look at the rate next to the raw numbers, and at the rate by traffic source.
It also depends on what you count. A newsletter signup, a quote request and a purchase can all be conversions, and each has its own typical rate. Define the one that matters for the page you are looking at, and use it every time so that comparisons over weeks make sense.
Because traffic is expensive to buy and slow to build, raising the rate is often the cheaper route to more sales. The what-if section multiplies your current visitors by a target rate, which shows how much a stronger page could be worth before you spend time on it. If the extra revenue is small, a design overhaul may not be the best use of the week.
The visitors-needed figure works the other way. It shows what a sales goal demands from your traffic at the rate you have today. If the number is far above what you get now, you can see whether the gap is more realistically closed by traffic, by rate or by order value.
Divide conversions by visitors and multiply by 100. If 150 of 5,000 visitors bought something, the rate is 150 / 5,000 x 100 = 3 percent.
It is total revenue divided by visitors, which equals conversion rate times average order value. With a 3 percent rate and an $80 average order, each visitor is worth 0.03 x $80 = $2.40 on average.
Divide the goal by the conversion rate as a decimal. To get 300 sales at a 3 percent rate you need 300 / 0.03 = 10,000 visitors. At a 4 percent rate you would need 300 / 0.04 = 7,500.
It depends heavily on the product, the price, the traffic source and what counts as a conversion, so there is no single number to aim at. The most useful comparison is your own rate over time and between your own pages.
No. It shows the arithmetic: the same traffic at a higher rate. Real results depend on whether the change in your page actually produces that rate, which you can test with an A/B test. Treat the money figures as estimates, not advice.
Related: Landing page A/B test calculator, ROAS calculator, SEO ROI calculator.
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