Small changes go along way… Try our Conversion Increase Calculator to find out more.

Calculate Your Website’s Conversion Rate

Despite all the talk about fierce competition and the need to drive up sales, it’s surprising how many UK businesses still overlook an important measurement of their online success – conversion rate. Skip to the conversion rate calculation formula

Having a smart and attractive website and a healthy level of site traffic is not enough.

You can still be falling far short of your commercial targets.

That’s because you also need insights into your website conversion rate, not least as this can be the starting point for improving your website performance.

Calculating your conversion rate provides a benchmark; a starting point for improving your website performance.

What is a website conversion rate?

Your conversion rate calculation is based on your ability to guide site visitors to a positive action of some kind. What is the “conversion” goal you are hoping to achieve?

Boohoo Mobile Ecommerce

Boohoo’s main conversion goal here is the ‘Add to Bag’ button.

It could be that you want them to buy an ecommerce product, sign up for a newsletter, download a book, request a call back or agree to give your software a trial. You may see conversion as making sure that leads (your site visitors) become paying customers.

Do you know how many of your website visitors complete your target action, in comparison to how many “drop off” at a much earlier stage?

Breaking it down to see website performance

If you calculate your website’s conversion rate, it could provide you with a general overview of how well your website is performing overall. Or, you could focus on key pages, particularly those that are specifically designed to convert leads.

Having a handle on your website conversion rates to this extent can give you insights into where the roadblocks, holes and alarm bells are!

For example, with an ecommerce website, it could be that your site visitors leave when they get to your final payment page and they see your delivery timescales and charges.

Google Analytics Conversion Rate

You can use Google Analytics to check your goal conversion rate.

The penalty for not taking time to research your website conversion rates could well be clear at this point. You could be operating your business in blissful ignorance of whether your website is earning its keep; and if not, why not!

How to work out my website conversion rates

The basic maths involved is dividing your site visitor level by the number of completed actions that have been generated. In other words, your potential leads, by the number that were successfully guided to your pre-defined goal.

The Conversion Calculation Formula

(#) conversions / (#) of website sessions = (%) Website Conversion Rate

Calculating your conversion rate provides a benchmark; a starting point for improving your website performance.


Once you know your conversion rate, you can then set a target to work towards. One that reflects the sales you need to reach to grow your business.

So, for example, you have around 1,300 weekly visitors to your website, but only 56 buy from you. That’s a conversion rate of 4.31%.

To remain viable, you need to grow your sales by 100%. Getting more visitors to your website won’t necessarily help if these are still lost leads.
Instead, you need to find ways to improve your conversion rate. In the illustration above, this would mean growing it to 7.84%, or 102 completed transactions.

How can I improve website conversion?

There are three main ways to build better lead conversion.

  1. Attract more of the right kind of leads.
    If you engage in scattergun marketing – particularly badly planned Pay Per Click campaigns – you will have many site visitors with no real intention of buying, trying or subscribing!
    You may need to be far more drilled down on who your target audiences are.
  2. Use a detailed matrix of your conversion rates to gauge the relative merits of different channels to your website.
    Are most conversions coming from social media, PPC or generic Google searches? With this information, you can do more of what is working best.
  3. Grow your website conversion rates by improving user experience.
    Building better website content and functionality can make it more likely that leads are guided to your target goals, with greater frequency.

Quick help to convert more leads

We provide an easy and quick tool to help you to get valuable insight into your conversion rates. Simply head here and calculate your conversion rate.

This Website Conversion Increase Calculator gives you a sliding scale to follow. It shows the correlation between certain actions to improve your website and the tangible improvements this could make to your conversion success rate.

It is possible to add a conversion rate monitor to your website dashboard.
Being constantly vigilant to the rate’s fluctuations makes great commercial sense. That way, you can be ready to act quickly if it falls and you need to make website or general marketing changes to get back on track.