Conversion rate calculator
Check one step, or map the whole funnel from click to close and see exactly where people drop out.
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Conversion rate
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How to calculate conversion rate
Conversion rate is the share of people who take the action you want. Divide the people who converted by the people who had the chance to, then multiply by 100.
Conversion rate
Conversions ÷ Visitors × 100
Step rate
People at this stage ÷ People at the stage before × 100
Click to close
Closes ÷ Ad clicks × 100
A funnel rate multiplies down. Every step rate shrinks everything after it, which is why one weak step costs more than it looks.
A worked example
Hypothetical example. Made-up numbers, not client data.
- 12,000 ad clicks become 300 opt-ins: 300 ÷ 2,000 = 15%.
- 2300 opt-ins become 60 booked calls: 60 ÷ 300 = 20%.
- 360 booked calls become 42 shows: 42 ÷ 60 = 70%.
- 442 shows become 12 closes: 12 ÷ 42 = 28.6%.
Click to close: 12 ÷ 2,000 = 0.6%. The lowest step rate is the opt-in page at 15%. Lift it to 16% with every other step unchanged and the same 2,000 clicks give about 12.8 closes instead of 12.
What a good conversion rate looks like
There is no single good number. A rate depends on the offer, the price, the traffic source and how warm the visitor is. A cold ad click onto a high-ticket offer converts very differently from a returning email subscriber onto a free guide.
The useful comparison is your own funnel against itself. Track every step, change one thing at a time, and judge a page by whether its step rate moves on the same kind of traffic.
Fix the step that loses the most people first. A better close rate does little when the opt-in page is turning most of the traffic away before anyone books.
Conversion rate questions
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