How conversion rate is calculated
Conversion rate is the share of visitors who place an order. Use the same period and the same source of visitors for both numbers, for example sessions and orders over the last 30 days.
Worked example
A store has 25,000 visitors and 500 orders in a month. The conversion rate is 500 ÷ 25,000 = 2.00%. With $42,500 in revenue, the average order value is $85 and revenue per visitor is $1.70. To reach a 3% rate with the same traffic, the store needs 750 orders, which is 250 more than now.
Which numbers to use
Use sessions if your analytics tool reports them, because one person can visit more than once. Using unique users gives a higher rate than using sessions, so stay consistent when you compare months. Revenue per visitor is often a better measure of progress than conversion rate alone, because it also reflects order value.
To see what an improvement is worth in profit, use the CRO uplift calculator.
Frequently asked questions
How do I calculate conversion rate?
Divide the number of orders by the number of visitors in the same period and multiply by 100. 500 orders from 25,000 visitors is a 2% conversion rate.
Should I use sessions or users?
Either works, as long as you use the same measure each time. Sessions are the usual choice for online stores because one person can visit several times before buying.
What is revenue per visitor?
It is your revenue divided by your visitors. It combines conversion rate and average order value into one number, so it shows whether changes are really earning more.
How many visitors do I need for a target number of orders?
Divide the orders you want by your conversion rate. To get 750 orders at a 2% rate you need 37,500 visitors.