Conversion Rate Calculator
Type in how many people arrived and how many did the thing you wanted, and get the percentage back straight away. Two boxes, one number, no spreadsheet.
About this tool
The maths is conversions divided by visitors, shown to two decimal places. The tool checks the pair makes sense before it answers: it refuses zero or negative visitor counts, and it will tell you if you have entered more conversions than visitors, which almost always means the two numbers came from different date ranges or different filters.
Nothing is submitted anywhere. The calculation happens as you type, so you can paste one figure, adjust the other, and watch the rate move without reloading.
Everything runs in your browser — nothing you enter here is sent to a server or stored. Provided as is, without warranty.
Getting a conversion rate that means something
The arithmetic is trivial. The hard part is deciding what goes on the top and what goes on the bottom. Sessions, unique visitors and users all produce different denominators from the same week of traffic, and a rate calculated on sessions will read lower than one calculated on people, because the same person browsing three times counts three times. Pick one definition, write it down somewhere your team can see it, and never quietly swap it. Most arguments about whether a number improved are really arguments about which denominator someone used.
Be similarly strict about the top half. If you are measuring signups, decide up front whether an unverified email counts, and whether a returning user who signs up on a second account counts twice. And measure at the step you can actually influence: a landing page rate of visitors to trial starts tells you something about the page, whereas visitors to paid customers mixes the page, the onboarding, the pricing and the sales follow-up into one figure that moves for reasons you cannot trace.
The caveat that catches most small teams is sample size. At a few hundred visitors a conversion rate is mostly noise. With 200 visitors and 6 conversions you have 3%, but a single extra signup takes you to 3.5% and a single lost one drops you to 2.5%, so the week-on-week wobble you are reading as a trend is just the granularity of small counts. A rough guide: until a segment has produced 30 or so conversions, treat its rate as a hint rather than a fact, and resist slicing traffic into ever smaller buckets because the slices with the flashiest rates are usually just the ones with the fewest visitors.
One rate on its own also has no story. It becomes useful the moment you have something to hold it against, whether that is the same page last month or a variant you are testing. To put two rates next to each other, use the conversion rate comparison calculator, and if you want the movement between two figures expressed as percentage change instead, the percentage increase calculator does that.
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