How it works
How to calculate conversion rate
Enter your traffic
Total visitors, page views, or impressions -- whatever your denominator is. This is the number of people who had a chance to convert.
Enter your conversions
How many of those people actually did the thing? Purchases, signups, form submissions, clicks -- whatever action counts as a conversion for you.
See your conversion rate
Conversions divided by visitors times 100. Compare it across pages, time periods, or traffic sources to figure out where to focus.
Practical ways to improve conversion rate
Things that actually move the number, not theory.
Add reviews to product pages
Product pages with reviews convert 2-3x better than pages without. Shoppers trust other buyers more than product descriptions. This is the single highest-leverage change most stores can make.
Speed up your page load
Every extra second of load time drops conversion rate by roughly 7%. If your product pages take 5 seconds to load, you are losing sales before anyone even sees the buy button.
Fix your mobile experience
If more than half your traffic is mobile and your mobile conversion rate is under 1%, the problem is not your product. It is your mobile UX.
Reduce checkout friction
Every extra step in checkout loses people. Guest checkout, fewer form fields, and clear shipping info before the payment page all help.
Match the landing page to the ad
If your ad says 20% off and the landing page does not mention it, people bounce. Message match between ad copy and page content is one of the easiest conversion rate fixes.
Test one thing at a time
Run A/B tests on headlines, images, CTAs, or pricing -- but not all at once. If you change five things and conversion goes up, you do not know which one caused it.
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Questions, answered
The percentage of visitors who complete a desired action. If 5,000 people visit your page and 175 buy something, your conversion rate is 3.5%. It tells you how effective your page or campaign is at turning traffic into results.
Conversions divided by total visitors, times 100. So 175 conversions from 5,000 visitors is (175 / 5,000) x 100 = 3.5%.
Ecommerce averages are 2-3%. Top-performing stores hit 5-8%. But it depends on your industry, traffic quality, and what counts as a conversion. A 1% rate on cold traffic from display ads is very different from 1% on warm email traffic.
Either works, but be consistent. Visitors counts unique people. Sessions counts visits, including return visits. Using sessions usually gives you a slightly lower rate. Just pick one and stick with it across all your reporting.
It can signal a problem. If your conversion rate is 15-20%, your traffic might be too narrow. You are only reaching people who already wanted to buy. Scaling up usually means bringing in colder traffic, which will lower the rate but increase total sales.
Reviews give shoppers the confidence to buy, so they can make a real difference to conversion rate. Photo and video reviews have an even bigger impact because they show shoppers that the product looks and works as described.
Weekly for overall rate. After any major change (new page design, new ad campaign, price change), check daily for a week to see the impact. Monthly is too slow to catch problems.
Common causes: new traffic source bringing less qualified visitors, site speed got worse, a competitor launched a sale, seasonal shift, or something broke on mobile. Check by segment (device, source, page) to narrow it down.
Lift your conversion rate with real reviews
Shoppers who see reviews are more likely to buy. WiserReview collects and displays them automatically so every product page works harder.
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