function calculateConversionRate() {
// Get Elements
var visitorsInput = document.getElementById('calc_visitors');
var conversionsInput = document.getElementById('calc_conversions');
var costInput = document.getElementById('calc_cost');
var aovInput = document.getElementById('calc_aov');
var resultDiv = document.getElementById('calc_results');
var errorMsg = document.getElementById('error_msg');
// Get Values
var visitors = parseFloat(visitorsInput.value);
var conversions = parseFloat(conversionsInput.value);
var cost = parseFloat(costInput.value) || 0;
var aov = parseFloat(aovInput.value) || 0;
// Reset Display
resultDiv.style.display = 'block';
errorMsg.style.display = 'none';
document.getElementById('result_cpa').innerHTML = '-';
document.getElementById('result_revenue').innerHTML = '-';
document.getElementById('result_roas').innerHTML = '-';
// Validations
if (isNaN(visitors) || visitors <= 0) {
errorMsg.innerHTML = "Please enter a valid number of visitors (greater than 0).";
errorMsg.style.display = 'block';
document.getElementById('result_rate').innerHTML = "—";
return;
}
if (isNaN(conversions) || conversions visitors) {
errorMsg.innerHTML = "Note: Conversions cannot be higher than Visitors.";
errorMsg.style.display = 'block';
document.getElementById('result_rate').innerHTML = "—";
return;
}
// 1. Calculate Conversion Rate
var rate = (conversions / visitors) * 100;
document.getElementById('result_rate').innerHTML = rate.toFixed(2) + "%";
// 2. Calculate CPA (Cost Per Acquisition)
if (conversions > 0 && cost > 0) {
var cpa = cost / conversions;
document.getElementById('result_cpa').innerHTML = "$" + cpa.toFixed(2);
} else if (cost > 0 && conversions === 0) {
document.getElementById('result_cpa').innerHTML = "Infinite";
}
// 3. Calculate Revenue
if (conversions > 0 && aov > 0) {
var revenue = conversions * aov;
document.getElementById('result_revenue').innerHTML = "$" + revenue.toLocaleString(undefined, {minimumFractionDigits: 2, maximumFractionDigits: 2});
// 4. Calculate ROAS (Return On Ad Spend)
if (cost > 0) {
var roas = revenue / cost;
document.getElementById('result_roas').innerHTML = roas.toFixed(2) + "x";
}
}
}
What is a Conversion Rate Percentage?
In digital marketing, your Conversion Rate (CR) is the percentage of website visitors who complete a desired goal (a "conversion") out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: it means people want what you are offering, and they are able to get it easily.
A "conversion" can be anything depending on your business model:
- eCommerce: Completing a purchase.
- B2B Services: Filling out a contact form or requesting a quote.
- SaaS: Signing up for a free trial.
- Content Sites: Subscribing to a newsletter or downloading a whitepaper.
The Conversion Rate Formula
The math behind calculating your conversion rate is straightforward. You divide the number of conversions by the total number of visitors (or sessions) and multiply by 100 to get the percentage.
Formula:
(Total Conversions ÷ Total Visitors) × 100 = Conversion Rate %
Calculation Example
Let's say you run an online shoe store. In the month of November, your analytics show:
- Total Visitors: 10,000 users landed on your site.
- Total Sales: 250 users bought shoes.
Your calculation would be: (250 ÷ 10,000) × 100 = 2.5%. This means 2.5% of your traffic converted into paying customers.
Why Calculate CPA and ROAS?
While the conversion rate tells you how persuasive your website is, it doesn't tell you if you are profitable. That is why our calculator above includes fields for Cost and Average Order Value (AOV).
- CPA (Cost Per Acquisition): How much you spent on ads to get one customer. If you spent $1,000 to get those 250 sales, your CPA is $4.00.
- ROAS (Return on Ad Spend): Measures gross revenue generated for every dollar spent on advertising. If your Average Order Value is $50, your total revenue is $12,500. With a $1,000 spend, your ROAS is 12.5x.
What is a "Good" Conversion Rate?
Conversion rates vary wildly by industry, traffic source, and device. However, general benchmarks suggest:
- eCommerce: 1% – 3%
- B2B Lead Generation: 2% – 5%
- Landing Pages: 5% – 15% (highly targeted traffic)
If your rate is below 1%, you may have usability issues, pricing problems, or poor traffic quality. If you are above 5% in e-commerce, you are performing exceptionally well.
How to Improve Your Conversion Rate (CRO)
Conversion Rate Optimization (CRO) is the process of increasing the percentage of users who perform a desired action. Key strategies include:
- A/B Testing: Testing different headlines, button colors, and layouts to see what works best.
- Speed Optimization: Faster sites convert better. A 1-second delay can reduce conversions by 7%.
- Social Proof: Adding reviews, testimonials, and trust badges to build credibility.
- Clear CTA: Ensuring your "Call to Action" buttons (Buy Now, Sign Up) are prominent and persuasive.
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"text": "To calculate conversion rate, divide the number of conversions (sales, leads) by the total number of visitors, then multiply by 100. Formula: (Conversions / Visitors) * 100."
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