Conversion Rate Calculator

Conversion rate calculator – how it works

The calculator works by dividing the number of users by the number of conversions and giving your user conversion rate. The calculator also takes your average order value (AOV) and average gross profit margin in order to give you an idea of how much extra revenue and profit you would make in a month or a year if your conversion rate was to increase through conversion rate optimisation (CRO).

User conversion rate vs session conversion rate

We’ve presented you with your user conversion rate, which is different to the session conversion rate that you might see in your Google Analytics (also known as ecommerce conversion rate). Session conversion rate works out conversion rate by dividing conversions by the number of sessions, rather than the number of users.

Why is user conversion rate higher than session conversion rate?

 People may browse your website in multiple sessions. You will have fewer users than sessions, so you will be dividing your transactions by a lower number (users) which will give you a higher percentage, therefore showing you a higher conversion rate. If somebody browsed your website in 3 separate sessions within a week, and converted in one of those sessions, then your session conversion rate would be 33%. But if you were measuring by users, then your user conversion rate would be 100% because it’s only counting the user once.

Why should I use user conversion rate?

You should use user conversion rate over session conversion rate when you know people are browsing for a product over multiple sessions (like shopping on an ecommerce website), rather than for a business which accepts a lot of repeat orders over a short amount of time.

How do I improve my user conversion rate, revenue, and profit?

If you have used the calculator and have seen how much extra revenue and profit you could make from increasing your conversion rate, then the next step is to understand your audience better and find out how your website is performing. 

• Fix your analytics setup
• Find the bugs and broken things and fix them
• Collect qualitative and quantitative data on user behaviour
• Use this insight to create testable hypotheses
• Test your hypotheses and continually learn and iterate 

By adopting this process properly, you should experience growth in conversion rate, revenue, and profitability.

If you would like help with your CRO programme, please get in touch with our award-winning team who will be happy to help you. Call 0161 236 1188 or you can email [email protected].