Conversion Rate Calculator
This conversion rate calculator works for any funnel step, not just the classic visitor-to-sale. Pick the top and bottom of the funnel step you are analyzing — visitors to leads, carts to purchases, or anything in between — enter both counts, and get the conversion rate plus the drop-off. Use it to find which funnel stage leaks the most revenue.
The larger group entering this funnel step.
How many entered the step.
The smaller group completing this funnel step.
How many completed the step.
Conversion rate
2.5%
- Purchases (converted)
- 250
- Drop-offsVisitors who did not become purchases.
- 9,750
- Drop-off rate
- 97.5%
How it was calculated
- Conversion: 250 purchases ÷ 10000 visitors × 100 = 2.50%.
- Drop-offs: 10000 − 250 = 9750 (97.5%).
How it works
Conversion rate = (bottom-of-funnel count ÷ top-of-funnel count) × 100. 250 purchases from 10,000 visitors is a 2.5% conversion rate.
Drop-offs = top count − bottom count: everyone who entered the step but did not complete it.
The same formula applies at every funnel stage — visitor-to-lead, lead-to-cart, cart-to-purchase — which is why the stage selectors exist.
Multiply stage rates for the full funnel: 20% visitor-to-cart × 30% cart-to-purchase = 6% overall.
Worked examples
10,000 visitors → 250 purchases
Conversion rate = 250 ÷ 10,000 × 100 = 2.5%. Drop-offs = 9,750 (97.5%). A typical ecommerce baseline — improvements here multiply revenue directly.
2,000 cart adds → 600 purchases
Cart-to-purchase conversion = 600 ÷ 2,000 × 100 = 30%. Drop-offs = 1,400 (70%). Cart abandonment this high points at shipping costs, forced accounts, or surprise fees at checkout.
How to measure
- Use the same date range for both counts — mismatched windows are the most common error.
- Deduplicate: count unique visitors and unique purchasers, not raw hits and transactions.
- Exclude internal traffic, bots and your own test orders before computing.
- Compare the same funnel step over time; overall site conversion mixes too many stages to diagnose.
- Segment by device and traffic source — mobile and desktop convert very differently.
Assumptions & limitations
Planning estimate
- Both counts are assumed complete and deduplicated; tracking gaps understate the top of funnel.
- The rate describes the step in isolation — cross-device journeys can blur stage boundaries.
- This is a planning estimate, not financial advice.
Frequently asked questions
Divide conversions by total visitors (or stage entries) and multiply by 100. 250 purchases ÷ 10,000 visitors = 2.5%. Use the same time period for both numbers and deduplicated counts.
Roughly 2–3% visitor-to-purchase is typical for ecommerce, but it varies hugely by category, price point and traffic mix. Your own trend matters more than any benchmark — a rising rate means your funnel work is paying off.
It is the inverse of cart-to-purchase conversion: 1 − (purchases ÷ cart adds). A 30% cart conversion rate means 70% abandonment. Typical culprits are unexpected shipping costs, forced account creation and limited payment options.
Fix the leakiest stage first: speed up the site, show shipping costs early, offer guest checkout, add trust signals (reviews, guarantees), and simplify forms. Then A/B test one change at a time and measure with this calculator.
Different definitions: sessions vs. users, orders vs. items, date ranges, and whether bots are filtered. Pick one consistent definition — ideally the one in your analytics platform — and stick with it for trends.