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.
Worked example
How the number is worked out
A mobile detailer whose quote form is the only way to book.
Starting from
Working
One quote in four becomes work. At that rate the cost of finding someone to quote has to be earned back by a quarter of them — so a lead that looks cheap at $20 actually costs $80 a job.
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.
Reckon it, don’t just calc it
A calculator gives you today’s number. Reckon takes your plan to make your own money and checks it against what’s real — your margin, your price, what it takes to hit the take-home you want. No AI, no guessing — the same input always gives the same answer.