How to calculate conversion rate
Your conversion rate is the share of visits that end in an order (or a lead, sign-up or any goal you count). Divide conversions by sessions and multiply by 100.
Conversion rate = Conversions ÷ Sessions × 100
Use sessions, not users, if you compare against most published benchmarks and Shopify reports. GA4's "session key event rate" is the same calculation. Whatever you choose, use it every time, because users-based rates look higher.
Worked example
Your store had 20,000 sessions and 400 orders worth $24,000 last month. That's a 2.0% conversion rate, one buyer in every 50 visitors, a $60 average order and $1.20 of revenue per session. Lift conversion to 2.5% and the same traffic brings 500 orders: 100 more orders, $6,000 more revenue and $1,800 more profit at a 30% margin. To reach 1,000 orders you'd need 50,000 sessions today, or 40,000 at 2.5%.
What is a good ecommerce conversion rate?
Most online stores convert somewhere between 1% and 3% of sessions, but the right comparison is your own past numbers in the same channel, device and season. Paid social traffic converts lower than email or branded search; mobile converts lower than desktop. A low rate with high revenue per session can be healthier than a high rate on cheap products.
Why conversion rate beats more traffic
Raising conversion from 2.0% to 2.5% has the same effect as 25% more traffic, without paying for a single extra click. It also lowers your cost per acquisition on every ad channel at once, so your break-even ROAS becomes easier to hit.
Five fixes that usually lift conversion
- Speed up mobile product pages. Slow pages lose buyers before they see the price.
- Show shipping cost and delivery date before checkout. Surprise costs are the most common reason carts are abandoned.
- Cut checkout fields and offer express wallets such as Shop Pay, Apple Pay or PayPal.
- Add reviews and clear return terms near the Add to cart button.
- Test one change at a time and confirm the result with an A/B test calculator before rolling it out.
Frequently asked questions
How do you calculate conversion rate?
Divide the number of conversions (orders, leads or sign-ups) by the number of sessions in the same period, then multiply by 100. 400 orders from 20,000 sessions is a 2% conversion rate.
What is a good conversion rate for an online store?
Most ecommerce stores convert between 1% and 3% of sessions. Compare against your own history by channel and device, because paid social and mobile traffic naturally convert lower than email or desktop.
Should I use sessions or users to calculate conversion rate?
Sessions is the more common choice and matches most benchmarks and Shopify reports. A users-based rate looks higher because one user can visit several times before buying. Pick one and stick with it.
How much revenue would a higher conversion rate bring?
Multiply your sessions by the new conversion rate to get the new number of orders, subtract today's orders, and multiply the difference by your average order value. This calculator does it for you, and values the extra profit at your margin.
What is revenue per session?
Revenue per session is your revenue divided by your sessions. It combines conversion rate and average order value into one number, so it's the best single figure to compare traffic sources.