How the conversion rate calculator works
Conversion rate is the share of visitors who complete a goal, such as a purchase, sign-up or form submission.
Extra conversions = Visitors × Target rate − Current conversions
Relative lift = Target rate ÷ Current rate − 1
Be consistent about the denominator: sessions, users and clicks each give a different rate. Small changes in percentage points are large relative changes; going from 2.5% to 3% is a 20% lift. When testing changes, make sure the sample is big enough: with a few hundred conversions per variant, day-to-day noise can easily look like a real difference.
Worked example
A store with 12,000 visitors and 300 orders converts at 2.50%. Reaching 3% would mean 60 more orders from the same traffic, worth $3,600 at $60 each, a 20% relative lift.
Frequently asked questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100.
What is a good website conversion rate?
Many e-commerce sites convert 1% to 4% of sessions; lead-generation pages often convert higher.
Should I use sessions or users?
Either, as long as you are consistent. Sessions are more common in analytics tools.
What is the difference between percentage points and percent lift?
Going from 2% to 3% is a 1 percentage-point increase but a 50% relative lift.
Updated October 2026. Results are estimates for education, not financial or medical advice. All math runs in your browser; nothing you type is sent anywhere.