Free Tool
Conversion Rate Calculator
Work out your conversion rate in seconds. Enter your visitors and your conversions to see the percentage that turned into leads or sales, and how it compares to typical benchmarks.
Run the numbers
Calculate your conversion rate
Enter the number of visitors or clicks and the number of conversions from the same period. The calculator returns your conversion rate as a percentage.
What it means
What is a conversion rate
Conversion rate is the percentage of visitors who complete a desired action, calculated as conversions divided by total visitors, multiplied by 100. A conversion can be a purchase, a form submission, a call, a sign-up, or any goal that matters to your business. It is the single clearest measure of how well a page or campaign turns attention into action.
If 5,000 people visit a landing page and 150 of them fill in the enquiry form, the conversion rate is 3%. Track it over time and per channel, because the same offer can convert very differently on search, social and email.
The formula
How to calculate conversion rate
The formula is simple:
Conversion rate = (conversions / visitors) x 100
Worked example: 240 conversions from 8,000 visitors gives 240 / 8,000 = 0.03, then x 100 = a 3% conversion rate. Use the same date range for both numbers, and count only the conversions that came from those visitors.
Benchmarks
What is a good conversion rate
It depends on the channel and the offer. As a rough guide for South African businesses: ecommerce sites often sit around 1 to 3%, lead-generation landing pages around 3 to 8%, and highly targeted campaigns higher still. Rather than chase a universal number, measure your own baseline and improve it. Small gains compound: lifting a page from 2% to 3% is a 50% increase in leads from the same traffic. See our landing page design and Google Ads services if the numbers need work.
Frequently asked questions
Conversion Rate Calculator: FAQ
How do I calculate conversion rate?
Divide the number of conversions by the number of visitors or clicks in the same period, then multiply by 100. For example, 150 conversions from 5,000 visitors is a 3% conversion rate.
What counts as a conversion?
Any action you want a visitor to take: a purchase, an enquiry form, a phone call, a booking, a sign-up or a download. Pick the action that matters most for the page and measure that consistently.
What is a good conversion rate in South Africa?
It varies by channel. Ecommerce often runs 1 to 3%, lead-generation landing pages 3 to 8%. The most useful benchmark is your own past performance, improved over time.
Why is my conversion rate low?
Common causes are unclear messaging, a slow or non-mobile-friendly page, weak offers, or traffic that does not match the page. A dedicated, fast landing page with one clear call to action usually lifts the rate.
What the number actually tells you
A conversion rate is the percentage of visitors who complete a chosen action, calculated as conversions divided by visitors multiplied by 100. The number only means something once you define which action counts and over what period.
Which conversion you are measuring matters more than the rate
| Conversion type | Typical pattern | Watch for |
|---|---|---|
| Ecommerce purchase | Lowest rates, highest certainty of value | Cart and checkout drop-off |
| Lead form submission | Higher rates, variable lead quality | Unqualified enquiries inflating the number |
| Call or WhatsApp click | Common in South African service businesses | Clicks that never become conversations |
| Newsletter signup | Highest rates, weakest commercial signal | Counting it alongside sales |
Mixing these into one site-wide figure is the most common measurement error we see. Track each separately.
Improving the number rather than the metric
A rising conversion rate with falling revenue usually means the definition drifted, not that performance improved. Before optimising, confirm the conversion is tied to something you would be happy to pay for. Then work the order that matters: offer clarity, proof, page speed on mobile data, form length, and only then design.
See our guide to why a website generates no leads, or our conversion rate optimisation service.