A free conversion rate calculator for any step in your funnel. Enter conversions and the visitors or leads they came from, see the rate as a percentage and as a 1 in N figure you can actually picture.
This calculator runs entirely in your browser. Nothing you enter is sent anywhere or stored. It is a quick estimate, not financial advice.
Conversion rate is the most context-dependent number in marketing. A good rate at one step is a terrible rate at another. Homepage to signup might run 2 percent and be fine. Demo request to closed deal might run 25 percent and also be fine. The number means nothing until you say which step it measures, so always label it before you judge it.
The mistake everyone makes is optimising the rate that is easy to measure instead of the one that moves revenue. Squeezing a landing page from 3 to 4 percent feels productive. Fixing a 12 percent demo-to-close rate is worth ten times more. Find the step with the biggest gap between volume and value, then point your effort there.
Decide exactly which step you are measuring: visitor to signup, lead to opportunity, demo to deal. Mixing steps gives you a number that describes nothing.
Count the conversions and the total that entered that step in the same period. Same window for both or the rate is fiction.
Divide for the percentage, then read it as 1 in N. Judge it against that specific step, not a generic average pulled off the internet.
A conversion rate calculator works out what percentage of people took an action by dividing conversions by the total who could have. It works for any step: visitors to signups, leads to opportunities, trials to paid. The output is a percentage and, more usefully, a 1 in N figure that makes the rate easy to picture and compare.
Divide the number of conversions by the total number of visitors or leads at that step, then multiply by 100 for a percentage. The only rule that matters is consistency: both numbers must cover the same step and the same time window. Counting conversions this month against traffic from last month produces a rate that looks real but is not.
It depends entirely on the step and the traffic. Cold traffic to a signup form often runs 1 to 3 percent. A warm lead to a sales opportunity can run far higher. A demo to a closed deal might sit at 20 to 30 percent. Never judge a rate against a generic benchmark. Judge it against the same step in your own history or a close competitor.
For self-serve SaaS a free trial to paid conversion of 15 to 25 percent is common, while opt-in trials with no card up front often sit lower and reverse trials higher. Freemium to paid runs in the low single digits by design. The number you should chase is your own trend over time, not somebody else benchmark from a different product.
Start with intent, not design. A low rate usually means the traffic and the offer do not match, so check that the people arriving actually want what the page asks them to do. Then reduce friction: fewer fields, a clearer next step, proof near the ask. Button colours and headlines come last. Fix the message-to-intent gap first and the rest barely matters.
If you have the visitors but not the conversions, the problem is usually message-to-intent fit, which is a marketing problem we fix. Book a 30-minute audit and we will tell you which lever moves first. No sales sequence.
Book the 30-minute audit →