BYTETOOLS

Conversion Rate Calculator

Calculate conversion rate and analyse a multi-step funnel with step-to-step rates, drop-off counts and the traffic you would need to hit a conversion target.

Funnel steps — top of funnel first

2.40%
Overall conversion rate
12,000
Top of funnel
288
Conversions
41.7
Visitors per conversion
StepCountStep-to-stepDrop-offDrop-off %% of top
Visitors12,000———100.00%
Product page views4,80040.00%7,20060.00%40.00%
Added to cart1,20025.00%3,60075.00%10.00%
Started checkout64053.33%56046.67%5.33%
Purchased28845.00%35255.00%2.40%

Biggest leak: Added to cart loses 3,600 people, or 75.0% of everyone who reached the previous step. Fixing the worst step usually beats buying more traffic.

Hitting a conversion target

16,667
Visitors needed at today's rate
4,667
Extra visitors needed
38.9%
Traffic uplift required
3.33%
Or lift conversion rate to

Conversion rate = conversions ÷ visitors × 100  ·  step-to-step = this step ÷ previous step  ·  visitors needed = target ÷ overall rate

Worked example: 12,000 visitors and 288 purchases is 288 ÷ 12,000 × 100 = 2.40%. To reach 400 purchases at that same rate you would need 400 ÷ 0.024 = 16,667 visitors — a 38.9% traffic increase — or you could hold traffic flat and lift the rate to 3.33%.

Step-to-step rates only make sense if each row is a strict subset of the one above it — if a step can be reached without passing through the previous one, the percentages will read above 100%. Counts entered here are yours alone: the whole funnel is calculated in your browser and nothing is uploaded or stored.

What is the Conversion Rate Calculator?

A single conversion rate tells you that something is wrong; a funnel tells you where. This calculator takes as many steps as you want to add — visitors, product views, add to cart, checkout started, purchased — and reports the step-to-step rate, the drop-off count and the end-to-end percentage for each one, then highlights the step losing the most people.

  • Unlimited funnel steps with editable labels and live recalculation
  • Step-to-step rate, drop-off count, drop-off % and % of top for every step
  • Biggest leak highlighted automatically in the table
  • Target solver: visitors needed, extra visitors, traffic uplift or required rate
  • Visitors-per-conversion figure for quick media planning
  • Fully offline in your browser — no analytics data is uploaded

How to use the Conversion Rate Calculator

  1. 1

    Enter your top-of-funnel count in the first row and rename it if you like.

  2. 2

    Add a row for each subsequent step, in order, with the number of people who reached it.

  3. 3

    Use Add step to extend the funnel or the bin icon to remove a row.

  4. 4

    Read the table for step-to-step rates, drop-off counts and the highlighted biggest leak.

  5. 5

    Set a target conversion count at the bottom to see the traffic or rate uplift needed.

About the Conversion Rate Calculator

A single conversion rate tells you that something is wrong; a funnel tells you where. This calculator takes as many steps as you want to add — visitors, product views, add to cart, checkout started, purchased — and reports the step-to-step rate, the drop-off count and the end-to-end percentage for each one, then highlights the step losing the most people.

It also answers the question that follows every funnel review: what would it take to hit a target? Enter the number of conversions you want and the tool shows the visitors you would need at today's rate, the traffic uplift that represents, and the alternative conversion rate that would get you there on the traffic you already have.

Add, rename and remove steps freely — the funnel recalculates as you type, and the biggest leak is highlighted automatically so you know where to spend your effort. Every count you enter stays on your device: the whole thing is calculated in your browser, with nothing uploaded, nothing stored and no account required.

Frequently asked questions

How do you calculate conversion rate?

Divide conversions by visitors and multiply by one hundred. Two hundred and eighty-eight purchases from twelve thousand visitors is 2.4%. The only real trap is the denominator: sessions, unique visitors and users all give different answers, so pick one definition and stay with it.

What is a good ecommerce conversion rate?

Most ecommerce sites land between 1% and 3%, though it varies hugely by category, price point and traffic source. Comparing your rate against an industry average is far less useful than comparing it against your own rate last month, on the same traffic mix.

What is the difference between step-to-step and end-to-end conversion?

Step-to-step measures how many people who reached one stage went on to the next. End-to-end measures how many of your original visitors reached that stage. A checkout step can have a healthy 80% step-to-step rate while only 3% of all visitors ever get there.

Should I improve conversion rate or buy more traffic?

Usually conversion first, because the gain compounds across every channel you already pay for. This tool shows both options side by side: the extra visitors needed to hit your target at today's rate, and the higher rate that would hit the same target without spending a penny more.

Why is one of my funnel steps showing over 100%?

Because that step can be reached without passing through the one above it — a direct link into checkout, or an email that lands users mid-funnel. Step-to-step percentages only make sense when each row is a strict subset of the row above, so reorder or merge the steps that overlap.

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