Free tool

Conversion Rate Calculator: See What Better Conversion Is Worth

Seed Light built this free conversion rate calculator so you can see the share of visitors who buy, what reaching a higher rate is worth, and the traffic it would replace.

Two numbers give you your conversion rate. The rest show what a higher rate would be worth.

What you are measuring, your rate, and your target

How many people visited last month

Everyone who landed on your website.

How many of them converted

Pick one action and stay with it. A purchase, or a lead such as a call, a form or a WhatsApp message.

Out of every 100 of those, how many become paying customers

Measuring purchases, leave this at 100. Measuring leads, enter your close rate, so a lead is valued at what it really turns into.

Gross profit from one paying customer, on average

Gross profit, not revenue. Take out the direct cost of delivering the order or the job.

Out of every 100 visitors, how many would you like

Aim one point above where you are today.

Your result

Enter your numbers and your result will appear here. The calculation runs in your browser.

Talk through your result

Book a free 15-minute call and we will help you read the numbers and decide what is worth improving first.

We record the result band you reach, not the numbers you enter.

Free to use, with no sign up. The calculation runs in your browser, so the values you enter are not sent to our server or stored.

The maths

How this calculator works

01
Your rate is one division
Actions divided by visitors, shown out of a hundred. Fifty actions from 2,500 visitors is two in a hundred, and that single figure is the whole health check.
02
The target is applied to the same traffic
Your target rate runs over the visitors you already have. Nothing else changes, so the difference is what the page alone would add.
03
One action is priced honestly
A purchase is worth the gross profit on it. A lead is worth less, so the tool multiplies gross profit by your close rate first. Counting a lead as a won job overstates the answer by the whole of the close rate.
04
The gap is priced
Those extra actions are multiplied by what one is worth, then by twelve. That is what a year at the target rate adds over a year at today's rate.
05
Then it is turned into traffic
The tool works out how many visitors your current rate would need to reach the same number of actions. That is the traffic you would otherwise have to find or pay for.

A worked example

A supplier gets 2,500 visits a month and 50 of them get in touch, so it is counting leads. Thirty in every hundred leads become customers, and a customer is worth 900 units of gross profit. The target is three in a hundred. Money is shown in units so the shape of the answer stays clear. Example only. Replace these assumptions with your own numbers.

Visitors last month: 2,500
Got in touch: 50 leads
Conversion rate: 2 in 100
What one lead is worth: 270 units, at a 30 in 100 close rate on 900 units
At a target of 3 in 100: 75 leads
Extra leads a month: 25
Worth a year, at 270 units each: 81,000 units
Traffic needed for the same result: 1,250 more visits a month

See how we build websites

Straight answers

Common questions

Common questions about the calculation and how to use the result.

A conversion is the one action that shows real interest in your business. Depending on how you sell, that action could be a phone call, a form submission, a WhatsApp message, an enquiry or a paid order from an online shop.

Use whichever action you counted as the conversion. For purchases, set the close rate to 100% because the sale has already happened.

A good conversion rate is one that makes your traffic profitable. Compare it with your own past results by page and traffic source.

Because it is the fairest way to see what a page fix is worth. Lifting a rate from two to three in a hundred does the same job as increasing your traffic by half.

Start with the page speed, because a slow page loses people before they read a word. Then put one clear action above the fold and repeat it at the bottom.

Judge a change after it has enough comparable visits and conversions to support a decision. The required sample depends on the starting rate, size of the change and traffic mix. Keep the test conditions stable and state when the result is still uncertain.

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