Graded, not just calculated
The result carries a verdict against the published market average, so you know whether 1.8% is a problem or the norm for your category before you decide anything.
Free tool
Conversion Rate Calculator
A conversion rate is the share of visitors who complete the action you want, calculated as conversions divided by visitors times 100. Enter your sessions and your orders below and get the rate, a verdict against the published market average, and what a lift would be worth in traffic you already have.
Calculate your conversion rate
Enter visitors and conversions. Revenue is optional and unlocks average order value and revenue per visitor. Everything runs in your browser, nothing is sent to a server, and no account is needed.
Your numbers
Purchases, signups or leads. Whichever action you are optimising, keep it the same one on both lines.
Your conversion rate
Market average 2.22%
Conversion rate
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Visitors per conversion
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Scale: 0% to 5%
What counts as a good conversion rate
The market average is the only benchmark worth grading against, and it is published monthly. IRP Commerce put the ecommerce session conversion rate at 2.22% in July 2026, measured as transactions divided by sessions across independent SME and mid-market merchants. That is the figure the bands in this calculator are built on: below it you are behind the market, at or above it you are normal, and at double it you are in strong company.
Two decimal places matter more than they look. On 12,000 sessions, the difference between 2.20% and 2.50% is 36 orders. The reason most rates sit where they do is not the checkout: Baymard Institute's average documented cart abandonment rate is 70.22%, drawn from 50 studies, which means the argument for buying has usually failed long before the payment step.
What This Calculator Gives You
A percentage on its own does not tell you what to do next. These four outputs do.
One conversion every N visitors
A percentage is abstract. "One order every 40 visitors" tells you what a 10% lift is worth in traffic you already have.
Revenue per visitor, not just rate
Add revenue and you get average order value and revenue per visitor. A rate that falls while revenue per visitor rises is a pricing change, not a problem.
It flags bad inputs
More conversions than visitors means your two figures cover different dates or different traffic. The tool says so instead of grading the mistake.
The Formula, And The Four Ways It Gets Misread
Conversion rate = (conversions / visitors) * 100. That is the whole calculation, and it is not where teams go wrong. They go wrong on what goes into it. A rate is only meaningful when both figures describe the same traffic over the same days, when bots and internal sessions are excluded, when the sample is large enough to be stable, and when the number is split by channel and device rather than blended into one site-wide figure. Get those four right and the rate becomes a signal you can act on. Get them wrong and you will spend a quarter chasing a change that was a reporting artifact.
How To Read Your Rate Properly
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1
Take both figures from the same report
Sessions and conversions must cover the same date range, the same channel and the same device split. A blended site-wide rate hides the only thing worth knowing: which source converts and which does not.
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2
Exclude what was never a shopper
Bot traffic, internal IPs and preview traffic inflate the denominator and deflate the rate. Filter them at the analytics layer before you compare anything month to month.
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3
Compare like with like
A 4% rate on 300 sessions and a 2% rate on 300,000 sessions are not comparable claims. Small samples swing hard, so wait for volume before you call a winner.
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4
Split the rate before you act on it
By channel, campaign and device. Paid social converting at a third of email is normal and not a fault. The number worth chasing is the one that dropped against its own history.
A Flat Conversion Rate Is Usually A Messaging Problem
More traffic through the same argument returns the same rate, and that traffic costs more every year: Facebook cost per lead rose almost 21% year over year in 2025, per WordStream's benchmarks. The lever is what the ad and the page say. Nielsen's 2017 creative-effectiveness research credits creative, not targeting or media spend, with up to 89% of a digital ad's in-market success.
That is the work Selzee does. It reads your reviews, your ad comments and your campaign results, finds the objections and the desires that are actually deciding purchases, and turns them into hooks and creative briefs your team can test this week. The research pass stops being an afternoon somebody has to find. Pair this calculator with the free Meta funnel checker to see whether the problem sits in attention or conversion, the ROAS calculator for the spend side, the profit margin calculator to check the rate you need is one your unit economics can support, and the customer lifetime value calculator if repeat purchases mean a first order can afford to earn less.
"Every team can calculate the rate. Almost none can say why it is stuck, because the answer is in the reviews nobody has time to read."
Who This Is For
Ecommerce founders, growth managers and performance marketers who already have the number in a dashboard and need to know what to do about it. We publish no customer names or lift figures on this page, because we will not put numbers here that we cannot yet stand behind.
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A rate you can compare to the market, not just to last month.
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The traffic cost of a lift, stated as visitors rather than as a percentage.
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A flag when the two figures you entered do not describe the same traffic.
Conversion Rate Calculator: FAQ
01 What is a good conversion rate for an ecommerce store? +
Measure against the market rather than a round number. IRP Commerce put the ecommerce session conversion rate at 2.22% in July 2026, measured as transactions divided by sessions across independent SME and mid-market merchants. Below that you are behind the market, at or above it you are normal, and at 4.44% or better you are running at double the market average. Rates also vary by category and by device, so compare your own trend first and the market second.
02 How do I calculate conversion rate? +
Divide conversions by visitors and multiply by 100. 300 orders from 12,000 sessions is 2.50%. Keep both figures on the same date range and the same traffic, or the number means nothing.
03 Should I use sessions or unique visitors? +
Pick one and stay with it. This calculator uses sessions, which is what platform benchmarks are published on, so your figure is comparable to them. Unique visitors produce a higher rate because one person can return three times before buying once, and mixing the two across months is how a flat rate looks like an improvement.
04 What counts as a conversion? +
Whatever action you are optimising: a purchase, an add to cart, a lead form, an email signup. The formula does not care, but the reading changes completely, so label the number with the action. Track purchase rate and signup rate separately rather than blending them into one figure nobody can act on.
05 My rate is stuck. Is that a traffic problem or a messaging problem? +
Usually messaging. More traffic through the same argument returns the same rate, and paying for that traffic is getting more expensive every year. The lever is what the ad and the page actually say, which is what Selzee builds from your reviews and campaign results.
Selzee reads the reviews, comments and campaign results you already own, and turns them into the hooks and briefs that move this number. See it run on your own data.
Request a DemoSee What Is Actually Driving Your Conversion Rate
Measuring the number takes ten seconds. Moving it takes knowing which objection is losing the sale. Selzee turns your own reviews, comments and campaign performance into the hooks, briefs and landing page copy that answer it.
Keep exploring: the Meta funnel checker, the ROAS calculator, the profit margin calculator, the free ad reporting tool.