Canonical formula calculator
CONVERSION RATE
What percentage of your visitors actually do the thing you wanted them to do — the cleanest signal of whether your offer fits.
How many visitors completed the desired action (purchase, signup, etc.).
Total number of visitors to the page or funnel in the same period.
Anonymous runs are not saved. Sign in to track your margin over time.
Add context for case suggestions
Optional — helps us match this calculation against relevant case studies (coming soon).
What this tells you
Conversion rate is the percentage of visitors to your page, store, or funnel who take the action you wanted them to take — buying, signing up, scheduling a call, clicking through. It is the single most important number for evaluating whether your traffic is qualified and your offer is clear. Industry benchmarks vary wildly: e-commerce sits around 1-3%, SaaS landing pages 2-5%, lead-magnet pages can reach 30%+.
When to use it
Calculate conversion rate for every distinct page, ad campaign, and funnel step. The number alone is not actionable — the trend is. A 2% conversion rate that climbed from 1% last month is a winning iteration. A 4% conversion rate that dropped from 8% is a problem. Use it to evaluate changes, not as a static target.
What it doesn’t tell you
Conversion rate does not tell you what your visitors are worth, how many of them you can afford to acquire, or whether the conversions you got are good ones. A 10% conversion rate to a $5 product is worse economics than a 2% conversion rate to a $500 product. Pair conversion rate with AOV and CAC for the full unit economics picture.
Coming soon
Cases, plays, and benchmarks for this metric will appear here as the Moonshot knowledge libraries grow. For now: log in to track your number over time and Moonshot will surface trend warnings when the substrate fills in.