Conversion Rate Calculator
Calculate your website or campaign conversion rate instantly and learn the Excel formula.
(Where A2 is Visitors and B2 is Conversions. Format Cell C2 as Percentage.)
How to Calculate Conversion Rate in Excel
Whether you are analyzing website traffic, email marketing campaigns, or lead generation forms, the conversion rate is one of the most critical Key Performance Indicators (KPIs). While our tool above gives you an instant answer, understanding how to build a conversion rate calculator in Excel allows you to handle bulk data effectively.
The Core Formula
The math behind conversion rates is straightforward division. It represents the percentage of visitors who completed a desired action.
Formula: (Total Conversions / Total Visitors) × 100%
Setting Up Your Excel Spreadsheet
To create a dynamic calculator in Excel or Google Sheets, structure your columns as follows:
| Row | Column A (Traffic) | Column B (Conversions) | Column C (Conversion Rate) |
|---|---|---|---|
| 1 | Visitors | Sales/Leads | Rate % |
| 2 | 10,000 | 250 | =B2/A2 |
| 3 | 5,500 | 175 | =B3/A3 |
Steps to Format in Excel:
- Enter your total traffic numbers in Column A.
- Enter your total successful actions (conversions) in Column B.
- In Column C, type the formula
=B2/A2. - Crucial Step: Highlight Column C, right-click, select "Format Cells", and choose Percentage. This automatically multiplies by 100 and adds the "%" sign.
Why is Conversion Rate Important?
Your conversion rate tells you how well your landing page or marketing funnel persuades users to act. A high amount of traffic with a low conversion rate often indicates:
- Poor User Experience (UX): The site may be slow or difficult to navigate.
- Weak Call to Action (CTA): Users don't know what to do next.
- Irrelevant Traffic: Your marketing is targeting the wrong audience.
What is a Good Conversion Rate?
Benchmarks vary significantly by industry. For e-commerce, a rate between 1% and 3% is common. For B2B lead generation, rates might be higher, often between 2% and 5%. Landing pages specifically designed for lead capture can sometimes see rates upwards of 10%.