Conversion Rate Calculator
List each step of your funnel with its count. You get the rate for each step, the overall rate, how many were lost at each point and the biggest leak.
Put the steps in order. Write a name, a comma and the number of people who reached that step.
Worked examples
A shop funnel
Visited the site, 10000 Viewed a product, 4200 Added to basket, 900 Bought, 310
Overall 3.1%. Product to basket keeps 21.4%, basket to bought keeps 34.4%.
The biggest drop is between viewing a product and adding it to the basket, where 78.6% are lost.
About Conversion Rate Calculator
A conversion rate is the share of visitors who do what you want, whether that is buying, signing up or asking for a quote. One overall figure hides where people are lost, so it helps to break the journey into steps and see the rate at each one. The step with the biggest drop is usually the best place to start improving.
Enter your funnel with one step on each line: a name, a comma and the number of people who reached that step. For every step the calculator shows the share who carried on from the step before, the share of the original visitors still with you, and how many were lost. It marks the step with the largest drop and gives the overall rate with a 95% margin of error, so you can see how much a small sample could be misleading you.
How to use Conversion Rate Calculator
- Write the steps in order, one per line, as a name, a comma and a count.
- Check the first step is your starting number of visitors.
- Read the overall rate and the table of step rates.
- Look at the biggest drop and the number lost there to decide where to improve first.
Common uses
- Finding the weakest step of a checkout
- Measuring a sign-up flow from first visit to confirmed account
- Comparing a funnel before and after a redesign
- Reporting an overall conversion rate with a margin of error
Frequently asked questions
How is a conversion rate calculated?
Divide the number who completed the action by the number who could have, then multiply by 100. If 310 of 10,000 visitors buy, the rate is 3.1%.
What is the margin of error?
The overall rate is based on a sample, so the true long-run rate could be a little higher or lower. The calculator shows a 95% range using the Wilson method, which stays sensible even when numbers are small.
What counts as a good conversion rate?
It varies enormously by what you sell, the traffic source and the device. Compare with your own past results first, because averages from other sites rarely match your situation.
Should I count people or visits?
Use the same unit at every step, ideally people. If one step counts page views and another counts people, the rates will not mean anything.
What if a step has more people than the one before?
That can happen if people can enter the funnel part-way. The row is marked, and you should check how the numbers were counted.