Conversion rate calculator with the benchmark for your kind of page

Conversion rate is conversions divided by the visitors who could have converted, times a hundred. Two definitions to fix before you calculate anything. First, the conversion: one event type, defined once. A landing page has form submissions; a store has purchases; a SaaS site has trials. Adding newsletter signups to the purchase count doubles the rate and tells you nothing. Second, the denominator: sessions or users. Sessions is the common choice for paid landing pages, because each click is a session; users is better for a site a buyer visits several times.

Then hold both constant. The value of a conversion rate is the trend, and the trend only exists if this month's number was calculated the way last month's was.

It depends on what the page asks for. A lead magnet asks for an email and converts 12 to 25 percent of visitors. A B2B SaaS homepage asks for a demo and converts 2 to 5 percent. An e-commerce store asks for money and converts 2 to 4 percent. A paid search landing page, where the visitor typed the problem into Google ten seconds ago, converts 7 to 14 percent and can reach 20 on a tight offer. The calculator has a benchmark per page type because grading a lead magnet against a store, or the other way round, produces nonsense.

Within a page type, the ranges in the table below are wide medians. The most useful benchmark is your own page, last quarter, on the same traffic source. Paid social visitors convert at half the rate of paid search visitors on the same page, so a shift in traffic mix looks exactly like a page getting worse.

Every cost metric downstream divides by conversions. Take a page from 5 to 7 percent and the cost per lead drops 29 percent, on the same spend, the same clicks and the same click price. The calculator's "at a strong rate" line shows what that would have meant on your traffic: the extra conversions, and the cost per conversion you would have reported. No bid change and no audience change moves the account that much.

The caveat is the count. Conversion rate has two inputs, and only the visitor count is reliable. If your tag or pixel misses a third of the conversions, a page that converts at 7 percent reads 4.7, and the team redesigns a page that already works. Compare your analytics conversion count with your CRM before starting a conversion rate project.