Free tool
Ecommerce conversion rate calculator
Enter sessions and orders to get your conversion rate, then add average order value and a target rate to see what closing the gap is worth.
Your traffic and orders
Sessions is the visit count for the period, not unique users.
Estimated conversion rate
1.8%
- Revenue
- $27,900
- Revenue per session
- $1.12
- Orders at target rate
- 550
- Orders gained at target
- +100
- Revenue gained at target
- +$6,200
This is a session-based rate: orders divided by sessions, not unique users. A user-based rate divides by users instead and reads higher on the same traffic.
The formula
Conversion rate = orders ÷ sessions
Revenue = orders × average order value
Revenue per session = revenue ÷ sessions
Orders at target = sessions × target rate
Sessions needed = target orders ÷ current conversion rate
- Sessions
- Visits for the period, the denominator this calculator uses. A session-based rate is not the same number as a user-based rate, which divides by unique users instead and reads higher on the same traffic because one user can open several sessions.
- Orders
- Completed orders for the same period and the same traffic source as sessions.
- Average order value (AOV)
- Revenue divided by orders; entered here to project revenue, not required for the rate itself.
- Target conversion rate
- A rate to compare against, to see the orders and revenue a gap represents.
Worked example
- A store sends 25,000 sessions to 450 orders, so the session-based conversion rate is 450 ÷ 25,000 = 1.8%.
- At an average order value of $62, revenue is 450 × $62 = $27,900, or $1.12 per session.
- A 2.2% target rate on the same traffic would produce 25,000 × 0.02 = 550 orders, 100 more than today.
- Those extra orders are worth 100 × $62 = $6,200 at the same average order value.
When it applies
- Tracking a store's or a landing page's session-based conversion rate over time or against a stated target.
- Estimating the revenue impact of closing a conversion gap, once an average order value is available for the same period.
- Comparing conversion performance across channels or campaigns, as long as every rate being compared uses the same denominator.
When it breaks down
- Comparing a session-based rate here against a user-based rate reported elsewhere; the two divide by different denominators and are not the same figure even on identical traffic.
- Orders and sessions pulled from different tools or date ranges, which can push the rate above 100% or otherwise make it meaningless. That combination is allowed here but should be treated as a data-source mismatch, not a real rate.
- A single blended rate across channels with very different intent, such as branded search against cold social traffic, which can hide a strong channel inside a weak average.
Common mistakes
Mixing sessions and unique users
Dividing orders by unique users instead of sessions produces a different, usually higher, number from the same traffic. State which denominator a reported rate uses before comparing it to this one.
Comparing rates across mismatched date ranges or channels
Sessions counted for one date range against orders attributed to another, or an all-channel session count against paid-only orders, moves the rate without any real change in performance.
Reading a rate above 100% as data-entry error rather than a source mismatch
Orders exceeding sessions is mathematically valid output here and usually means the two counts came from different tools or windows, not that anything downstream is broken.
Questions
What is a good ecommerce conversion rate?
It varies widely by category, traffic source and price point, so there is no single figure that applies across stores. Compare a rate against the same store's own history and traffic mix rather than an external benchmark, and read it alongside average order value so a change in rate is not mistaken for a change in revenue.
How is conversion rate calculated?
Divide orders by sessions and multiply by 100. 450 orders from 25,000 sessions is 450 ÷ 25,000 = 1.8%.
What does ecommerce conversion rate mean?
It is the share of visits that end in a completed order for the period measured. On its own it says nothing about order size, so it is usually read alongside average order value and revenue per session rather than in isolation.
What is the average conversion rate for online stores?
Published averages exist but move across sources, time periods and category definitions, and the spread across individual categories and traffic sources is wide enough that an average is a poor stand-in for any one store. A category-specific or historical comparison is more useful than the average itself.
Does conversion rate use sessions or users?
This calculator uses sessions: orders divided by session count, not unique visitors. A user-based rate divides by unique users instead, and because one user can open several sessions, it is a different number, usually higher, from the same underlying traffic. Check which denominator any rate you are comparing against uses before treating the two as the same measure.
Related
Published by Skuvelo. Results are estimates computed from the figures you enter, not a reading of your own sales or stock.
A calculator answers once. Skuvelo keeps answering.
This tool computes one number from what you type. Skuvelo computes it continuously, for every SKU, from your own sales and stock.