Conversion rate calculator
The percentage that turns traffic into outcomes — and the traffic figure a target implies, which is the more actionable direction.
Working the number backwards
Conversion rate is conversions divided by visitors, and on its own it is just a scorecard. Reversed, it becomes a plan: at a two percent rate, a hundred sales needs five thousand visitors, and now you know whether your traffic goal is realistic or fantasy. That reversal is what the target field does.
Revenue per visitor is the other figure worth carrying. Multiplying conversion rate by average order value tells you what one more visitor is worth, which is the ceiling on what you can sensibly pay to acquire one. If a visitor is worth forty cents and clicks cost sixty, no amount of scaling fixes that.
One caution on small numbers: a rate calculated from a handful of conversions is mostly noise. Three sales from a hundred visitors is not meaningfully different from one or five, and reacting to that swing is how people talk themselves into changes that do nothing.
Questions
What is a good conversion rate?
E-commerce commonly runs in the low single digits, but it varies enormously by price point, traffic source and how well the visitor's intent matches your page. Your own trend is the useful comparison.
Should I count visitors or sessions?
Pick one and stay consistent. Sessions inflate the denominator because one person may return several times, which makes the rate look lower than a per-person measure.
How much traffic before the number means anything?
Enough that a couple of extra conversions would not swing it noticeably. Below roughly a hundred conversions, treat movements as noise rather than signal.