How to Calculate Conversion Rate Percentage
A compact guide to conversion rate percentage, including the formula, fast examples, and the difference between rate change and percentage points.
To calculate conversion rate percentage, divide the number of conversions by the total number of visitors or clicks and multiply by 100.
Conversion rate = (conversions / total visits) * 100
If you want a quick check, use our percentage calculator to verify the math.
How the formula works
The conversions are the part, and the total traffic is the whole. Divide the part by the whole, then convert the decimal into a percentage.
- Conversions: purchases, signups, bookings, or leads
- Total visits: sessions, clicks, or users, depending on your metric
- Multiply by 100 to turn the decimal into a percent
Example 1, ecommerce conversion rate
An online store gets 45 orders from 1,500 visits.
- 45 / 1500 = 0.03
- 0.03 * 100 = 3%
The conversion rate is 3%.
Example 2, lead form conversion rate
A landing page gets 28 form submissions from 400 clicks.
- 28 / 400 = 0.07
- 0.07 * 100 = 7%
The conversion rate is 7%.
How to find conversions from a known rate
If you already know the traffic and the rate, multiply the traffic by the rate as a decimal.
Conversions = total visits * (rate / 100)
For example, 2.5% of 2,000 visits is 50 conversions. If you need that version of the calculation, see what is X% of Y.
Common mistakes
- Using clicks as the denominator in one report and sessions in another
- Comparing raw percentage gaps with relative change without labeling them clearly
- Tracking multiple conversion actions but reporting only one of them
Related percentage calculations
Conversion rate is close to percentage share and percentage of total, because the math is the same part over whole pattern.
If you are reporting a change from 2% to 3%, read percentage points vs percent so the change is described correctly.
FAQ
What is a good conversion rate?
That depends on the channel, offer, and industry. The formula stays the same even if benchmarks differ.
Can conversion rate be above 100%?
In normal visit to conversion reporting, no. If you see over 100%, check whether the denominator is wrong or whether multiple conversions per user are being counted.
Should I use users, sessions, or clicks?
Use the denominator that matches your reporting goal, then keep it consistent across comparisons.