Conversion rate calculator. With lift simulator.
Enter visitors, conversions, and AOV. Get CVR percent, revenue per visitor, category benchmark, and incremental revenue from +0.5% to +2.0% CVR scenarios.
Visitors, conversions, AOV.
CVR, RPV, lift.
CVR is the cheapest lever.
Conversion rate is conversions divided by unique visitors. A 0.5 percentage-point CVR increase is mathematically identical to a 20 to 25 percent traffic increase at standard DTC ranges, and it is usually an order of magnitude cheaper to earn. The calculator above shows CVR against category benchmark plus the exact incremental revenue each +0.5 point adds. That second number is the one the CFO reads; it turns CVR conversations from "make the site better" into "unlock another $X per month."
Three CVR levers with the highest empirical impact. Performance: every 1-second LCP improvement lifts CVR roughly 7 percent on mobile. PDP depth: rich imagery, 3+ review callouts, and sub-300-word benefit copy lift PDP-to-cart by 15 to 30 percent. Checkout friction: required account creation drops CVR 23 percent (Baymard).
Tools in the same cluster: AOV Calculator for the per-order lever. ROAS Calculator for the paid-channel return view. Shopify Speed Test for the performance lever.
Five answers.
How is conversion rate calculated?
Conversion rate equals conversions divided by unique visitors, multiplied by 100 to get a percentage. A site with 50,000 visitors and 1,250 orders in a month has a 2.5 percent conversion rate. Use unique visitors (not sessions) for the denominator so you are not double-counting users who return in the same month. For paid-only CVR, use paid-channel visitors and paid-channel conversions; for organic-only CVR, use organic.
What is a healthy conversion rate by category in 2026?
DTC ecommerce averages 2.0 to 3.5 percent across the mid-market. Beauty and cosmetics runs 2.5 to 4.5 percent (high intent). Fashion runs 1.8 to 3.0 percent. Furniture and home runs 1.2 to 2.2 percent (higher consideration). B2B lead-gen landing pages target 5 to 15 percent. SaaS trial signup runs 2 to 6 percent; trial-to-paid conversion runs 15 to 25 percent. These are median ranges; premium brands with strong email flows and loyalty can push 2x above.
Why is my site's CVR below benchmark?
Five common causes. One, wrong-intent traffic (broad paid targeting pulling browsers, not buyers). Two, slow site (every 1-second LCP increase drops CVR by 7 percent per Google research). Three, weak product-detail pages (thin copy, bad imagery, missing reviews). Four, friction checkout (required account creation, limited payment methods). Five, trust gaps (no social proof, no returns policy, no security badges). The tool above surfaces CVR and revenue-per-visitor; the fix almost always touches one of these five.
What is revenue per visitor and why does it matter?
Revenue per visitor (RPV) is revenue divided by total visitors, regardless of whether they converted. RPV combines CVR and AOV into a single number that tells you what every unit of traffic is worth. A site with 2.5 percent CVR and $80 AOV has an RPV of $2.00. Doubling RPV to $4.00 can come from doubling CVR (2.5 to 5.0 percent), doubling AOV ($80 to $160), or a mixed gain. RPV is the better north-star metric because it is traffic-independent.
Does this tool save my data?
No. Every value you enter lives in memory for this browser tab only. Nothing is transmitted to a server, stored in a database, or synced. Close the tab and the data is gone. The Copy Results button puts a plain-text summary on your clipboard.
Below category range?
Our growth strategy engagements run a 5-lever CVR audit (speed, PDP, checkout, trust, email) and ship a 90-day plan with priority order.