Conversion Rate Calculator

Work out your website's conversion rate and see what improving it would be worth in revenue. Enter your weekly visitors, the number of conversions those visitors produced, and your average order value; the calculator returns your current conversion rate and weekly revenue, then projects the additional weekly, monthly and yearly revenue you would earn at five relative uplifts, from a 10% improvement to a doubling. Use it when you need a quick baseline before an optimisation project, when you want to size the value of a CRO programme for a budget conversation, or when you want to translate a percentage uplift into money a stakeholder can picture. It is a planning tool, not a forecast: the projections show what each uplift would mean at your current traffic and order value.

Worked example

Suppose a store gets 10,000 visitors a week, records 200 orders, and its average order value is $80. The conversion rate is 200 / 10,000 = 2.00%, and weekly revenue is 200 x $80 = $16,000. A 25% relative improvement takes the rate to 2.50%. At 10,000 visitors that is 250 orders, or $20,000 a week, an additional $4,000 weekly. Multiplied out, that is roughly $17,320 more per month and $208,000 more per year. A 10% improvement on the same inputs is worth $1,600 a week, and doubling the rate to 4.00% would add $16,000 a week. These are illustrative figures to show the arithmetic, not a prediction for any specific site.

How the maths works

Conversion rate is conversions divided by visitors, expressed as a percentage. The calculator treats both inputs as whole numbers and caps conversions at the visitor count, because a rate above 100% has no meaning. Current weekly revenue is simply conversions multiplied by average order value. Each projection applies a relative uplift to your current rate: a 25% improvement on a 2.00% rate gives 2.50%, not 27%. The new rate is capped at 100%. The calculator then multiplies the new rate by your visitor count to get projected weekly conversions, and by average order value to get projected weekly revenue. Additional weekly revenue is the difference between the projected and current figures. Monthly and yearly figures are scaled from the weekly gain. A month is taken as 4.33 weeks (52 weeks divided by 12 months) and a year as 52 weeks, so the yearly gain is always exactly 52 times the weekly gain. The model deliberately holds traffic and average order value constant: it isolates the effect of conversion rate alone, which is what a CRO programme changes. If your traffic is seasonal or your order value shifts with the changes you make, treat the outputs as a baseline and adjust accordingly. Revenue per visitor, available in the related calculator, is the better metric when order value and conversion rate move together.

Frequently Asked Questions

How is conversion rate calculated?

Conversion rate is the number of conversions divided by the number of visitors, multiplied by 100. For example, 200 orders from 10,000 visitors is a 2.00% conversion rate. The calculator caps conversions at the visitor count so the rate can never exceed 100%.

What counts as a conversion?

A conversion is whatever action you are measuring: a purchase, a sign-up, a lead form, a booking. Use the same definition for the conversions you enter and the average order value you attach to them, otherwise the revenue projections will not line up.

Are the improvement percentages relative or absolute?

Relative. A 25% improvement on a 2.00% conversion rate gives 2.50%, not 27%. This matches how uplift is normally reported in A/B tests and CRO case studies.

How are the monthly and yearly figures worked out?

The weekly revenue gain is multiplied by 4.33 for the monthly figure (52 weeks divided by 12 months) and by 52 for the yearly figure. Traffic and average order value are held constant, so the projections isolate the effect of conversion rate alone.

Why does the calculator ask for weekly numbers?

A week is long enough to smooth out day-of-week swings but short enough that most sites can read it straight from analytics. If you only have monthly figures, divide them by 4.33 before entering them and the projections will scale correctly.

Is this a forecast of what CRO will deliver?

No. It shows what each uplift would be worth at your current traffic and order value, which is useful for sizing a programme or a business case. The uplift you actually achieve depends on the changes you make and must be measured with a properly run A/B test.

Related tools

Also try our CRO ROI Calculator and Revenue Per Visitor Calculator. Not sure what to test or fix first? Run our free CRO audit tool for a scored, 6-pillar report on your page in 3-5 minutes. Explore all free CRO tools.