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Conversion rate calculator
Calculate your marketing conversion rate and find out how many of your visitors made a purchase. Check your store or any campaign, and see the formula worked out with your own numbers.
How many sessions your store got.
How many of those sessions became orders.
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Enter your numbers to see the formula with your result.
Conversion rate = conversions ÷ visitors × 100. Use the same date range for both numbers. Orders can’t be more than the number you divide by.
What is conversion rate?
Conversion rate is the percentage of visitors who complete a goal, such as placing an order, signing up, or filling in a form. In ecommerce marketing, it usually means orders divided by sessions. You can also measure it for a single channel, like an email campaign, SMS, or paid ads.
How to use the conversion rate calculator
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1
Pick what to measure
Choose sessions for your store, clicks for an email, SMS, or ad, or recipients for a whole campaign.
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2
Enter your numbers
Add your sessions, clicks, or recipients, then your conversions. The conversion rate appears as you type.
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3
Check your result
See the formula worked out with your numbers, then compare your rate with past months.
Conversion rate formula
Conversion rate = conversions ÷ visitors × 100
Your store turned 2.5% of its sessions into orders.
One in 20 people who clicked the email placed an order.
Which number do you divide by? Use sessions for your store, and clicks or recipients for a campaign. Count both numbers over the same date range.
Types of marketing conversion rates
Same formula, different number to divide by. Pick the one that matches what you’re measuring.
Orders from visits to your store.
Orders from an email campaign.
Orders from a text message campaign.
Conversions from search or social ads.
Leads from a form or landing page.
Measuring clicks rather than orders? Use the CTR calculator.
Comparing two versions? Check the result with the A/B testing calculator.
How to improve your conversion rate
Want more ideas? Our guide to improving conversion rate covers 15 tactics in detail.
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1
Catch visitors before they leave
A sign-up pop-up with a first-order offer turns browsers into subscribers you can follow up with.
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2
Bring back abandoned carts
An automated email and SMS series reminds shoppers what they left behind, and automated emails convert about 19x better than campaigns.
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3
Send SMS for time-sensitive offers
Texts get read fast, which makes them a good fit for flash sales and last-chance reminders.
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4
Show product recommendations
Suggest items based on what each shopper browsed or bought.
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5
A/B test one change at a time
Test pop-ups, emails, and landing pages before you roll a change out.
Keep in touch with the people who visit your store, and make first-time buyers into regulars.
Keep learning
FAQ
How do you calculate conversion rate?
Divide the number of conversions by the number of visitors, then multiply by 100. For example, 250 orders from 10,000 sessions is a 2.5% conversion rate. Count both numbers over the same date range. The calculator above does the math and shows the formula with your numbers.
How do you calculate marketing conversion rate?
Pick the goal and the channel, then divide conversions by the people who saw or clicked your message. For an email or SMS campaign, that’s orders ÷ clicks (or recipients) × 100. For paid ads, it’s conversions ÷ clicks × 100. For your whole store, it’s orders ÷ sessions × 100.
What is a good email conversion rate?
The best benchmark is your own average, so track your conversion rate over time and aim to beat it. Industry numbers vary a lot and work only as a reference. They also depend on the email type: one-time campaigns convert far less than automated series like abandoned cart emails. For reference figures by email type, see Omnisend’s email marketing benchmarks.
What is the average ecommerce conversion rate?
Across ecommerce, the average website conversion rate is about 2.9% according to Dynamic Yield’s 2024 data. Contentsquare’s 2025 data shows desktop converting at 3.4% and mobile web at about 2%. Rates vary by industry and traffic source, so your own past results are the best benchmark.
What’s the difference between conversion rate and click-through rate?
Click-through rate (CTR) shows how many people clicked after seeing your email, ad, or link. Conversion rate shows how many completed a goal, like placing an order. So CTR tells you whether the message got attention, and conversion rate tells you whether the visit turned into a sale. Use the CTR calculator for clicks.
How do I calculate email conversion rate?
Divide the orders from an email by the number of people who clicked it, then multiply by 100. For example, 98 orders from 1,960 clicks is a 5% conversion rate. To see the whole campaign’s result, divide by recipients instead. Pick Clicks or Campaign recipients in the calculator to get either one.
How can I improve my conversion rate?
Start where shoppers drop off. Add a sign-up pop-up to capture visitors, set up abandoned cart emails and SMS, show product recommendations, and shorten your checkout. Then A/B test one change at a time so you know what worked. Our guide to improving conversion rate covers 15 tactics in detail.
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