Ecommerce Conversion Rate Calculator
Turn orders and visitors into a conversion rate.
Results update as you type.
How it works
The ecommerce conversion rate is the percentage of your store visitors who complete a purchase, and it is arguably the single most important efficiency metric in online retail. You calculate it by dividing the number of orders by the number of visitors and multiplying by 100. While traffic tells you how many people arrive, conversion rate tells you how good your store is at turning those arrivals into paying customers. That distinction is powerful, because doubling your conversion rate has the same effect on revenue as doubling your traffic, and it is almost always cheaper to achieve. A low conversion rate points to friction somewhere in the journey: slow pages, confusing navigation, thin product descriptions, a clunky checkout, unexpected shipping costs, or a mismatch between the traffic you attract and the products you sell. A healthy rate means your site, pricing and messaging are aligned with what shoppers want. Store owners use this calculator to establish a baseline, to measure the effect of design changes, A/B tests and checkout improvements, and to compare performance across devices, traffic sources and campaigns. Because conversion rate multiplies directly with traffic and average order value to produce revenue, it is one of the three core levers every online store should watch. Track it consistently, segment it by channel and device, and treat every meaningful improvement as compounding growth that costs you nothing extra in ad spend.
conversion rate = (orders ÷ visitors) × 100
The formula divides orders by visitors, giving the fraction of sessions that ended in a purchase, then multiplies by 100 to express it as a percentage. The numerator counts successful outcomes and the denominator counts opportunities, so the ratio measures efficiency rather than volume. It is vital that orders and visitors come from the same period and, ideally, the same segment, since mixing sources or timeframes distorts the true conversion picture.
Source:Standard digital marketing metric (conversion rate)
We review all our tools from time to time to ensure accuracy.
Worked example
How to use this calculator
- 1
Enter your values
Enter number of orders and number of visitors.
- 2
Adjust the options
Fine-tune any options to match your situation.
- 3
Read your result
Conversion rate updates instantly as you type — no button to press.
Frequently asked questions
What is a good ecommerce conversion rate?
Across most online stores, conversion rates fall between one and three percent, with well-optimized shops and strong brands pushing higher. The right benchmark depends on your industry, price point and traffic quality, because visitors from branded search convert far better than cold display traffic. Rather than fixate on a headline figure, track your own rate over time and aim for steady improvement, since even a fraction of a percentage point can translate into meaningful revenue at scale.
Should I count unique visitors or sessions?
Both are valid denominators, but they answer slightly different questions and must be applied consistently. Sessions count each visit, so a shopper who returns three times before buying counts as three opportunities, while unique visitors count that person once. Sessions are the more common basis for store conversion rate because a purchase decision often spans several visits. Pick one definition, note it, and use it every time so your trend line stays comparable.
Why is my conversion rate low?
Low conversion usually stems from friction or mismatch. Slow-loading pages, a complicated or lengthy checkout, surprise shipping costs revealed late, weak product descriptions, missing reviews and a lack of trust signals all push shoppers away. Attracting the wrong traffic also hurts, because visitors who are not ready to buy will not convert regardless of your site quality. Audit the full journey from landing page to payment, fix the biggest points of friction first, and test each change.
How do I improve my conversion rate?
Start by removing friction: speed up your pages, streamline checkout, offer guest checkout, and show shipping costs early. Add trust signals such as reviews, clear return policies and secure-payment badges, and make product pages richer with better photos and descriptions. Then run structured A/B tests on headlines, calls to action and page layouts, changing one element at a time so you can attribute results. Small, compounding improvements typically outperform any single dramatic redesign.
Does conversion rate differ by device?
Yes, and often dramatically. Desktop conversion rates are frequently higher than mobile, even though mobile usually drives more traffic, because small screens, fiddly forms and distraction make mobile checkout harder. Segmenting your conversion rate by device reveals whether your mobile experience is leaking sales. If mobile lags well behind desktop, prioritize a faster, simpler mobile checkout with autofill and digital wallets, since that is often where the largest untapped revenue is hiding.