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Conversion rate calculator

Visitors and orders give the conversion rate. Add the order value and see revenue per visitor, and what a small improvement would be worth.
Conversion rate
1.8%
Revenue per visitor
US$1.26
Revenue from +0.5 points
US$3,500.00

How it is calculated

Conversion rate = orders ÷ visitors.

Revenue per visitor = revenue ÷ visitors.

The last figure is what half a percentage point more conversion would add on the same traffic.

Questions

What is a normal conversion rate for an online shop?

Commonly between 1% and 3%, with wide variation by industry, price and traffic source. Your own trend over time is a more useful benchmark than an average.

Visitors or sessions?

Either, as long as you are consistent. Sessions give a lower rate, because one visitor can have several.

Why track revenue per visitor?

Because it combines conversion and order value. A change that lowers conversion but raises basket size can still be a win, and revenue per visitor shows it.

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