The conversion rate formula
Conversion rate = conversions ÷ visitors × 100. 86 signups from 4,300 visitors is a 2% conversion rate. Decide up front whether you divide by users or sessions and stick with it; switching between them changes the number without changing reality.
Value per visitor is the number to plan with
Value per visitor = conversion rate × value per conversion. At 2% and $99 per conversion, each visitor is worth $1.98. That is the ceiling on what you can pay per click and still break even, and it shows why conversion work often beats buying more traffic: lifting 2% to 3% is a 50% revenue increase from traffic you already have.
What is a good conversion rate?
Across websites, 2% to 5% is a common range, but the number depends on what counts as a conversion. A newsletter signup converts far higher than a demo request, and a pricing page converts higher than a blog post. Compare pages with the same goal, and watch your own trend: a sudden drop usually means something broke, like a form, a checkout step or a tracking tag.
Frequently asked questions
How do I calculate conversion rate?
Divide conversions by visitors and multiply by 100. 86 conversions from 4,300 visitors is 2%.
Should I use sessions or users?
Either works if you stay consistent. Sessions give a lower rate because one person can visit several times before converting.
Why did my conversion rate suddenly drop?
Common causes are a broken form or checkout, a tracking tag that stopped firing, or a traffic spike from a low-intent source. Check the funnel step by step.
Is my data stored?
No. Everything runs in your browser.