Work out your conversion rate, the conversions you can expect, or the visitors you need. Pick what you are measuring to see how it compares and what a better rate would be worth.
Conversion rate is conversions ÷ visitors × 100. If 2,000 people visit a page and 60 buy, that is 3%. A good conversion rate depends on what you measure: a free opt-in page often converts 10% to 30%, a sales page 1% to 5%, and an online shop 1% to 3%.
Who this is for: Coaches, consultants and founders who want to know if a page, form or shop is doing its job.
Divide the number of conversions by the number of visitors, then multiply by 100. Conversion rate = conversions ÷ visitors × 100. A conversion is whatever the page is there to get: a sign-up, a sale, an order or a booked call.
If 1,500 people visit your booking page and 450 book, your conversion rate is 450 ÷ 1,500 × 100 = 30%. You can turn the formula round too. Conversions = visitors × rate. Visitors needed = conversions you want ÷ rate. If you want 20 sales a month and your sales page converts at 2%, you need 1,000 visitors.
Use the same dates for both numbers, and decide whether you count visitors or sessions. Sessions count someone twice if they come back, so they give a slightly lower rate. Either is fine, as long as you stay consistent.
It depends on what you are asking people to do. Giving an email address for something free is a small step. Paying for a programme is a big one. These are rough ranges commonly cited for small businesses, coaches and online shops. Treat them as a guide, not a rule.
| What you measure | Rough typical range | Conversion |
|---|---|---|
| Landing or opt-in page (free offer) | 10% to 30% | Sign-ups |
| Sales page (paid offer) | 1% to 5% | Sales |
| Online shop | 1% to 3% | Orders per session |
| Email sign-up form across a site | 1% to 5% | New subscribers |
| Booking page | 20% to 40% | Calls booked |
Warm traffic, like your email list or referrals, converts far better than cold ads. So a 2% sales page might be fine on cold traffic and weak on your own list.
Most low conversion rates come down to a handful of reasons:
Our full guide on how to increase your conversion rate goes through each of these, and our guide to a high-converting landing page shows what a good page looks like.
Both. A single conversion rate tells you if one page works. It cannot tell you where the rest of your sales go missing. A coach can have a great opt-in page and still sign almost no clients, because the leads never book a call.
Our funnel leak calculator takes each step, from visitor to lead to call to client, and shows which one leaks the most. Fixing that step usually brings more sales than polishing a page that already works.
Either works if you stay consistent. Sessions count returning visitors more than once, so they give a slightly lower rate. Most online shops use sessions, and most landing page tools use unique visitors.
Whatever the page exists to get. On an opt-in page it is a sign-up, on a sales page a purchase, on a booking page a booked call. Pick one main action per page and measure that.
For a sales page or an online shop, 2% is in the typical range. For a free opt-in page or a booking page, it is low. It depends on what you are asking people to do and how warm the traffic is.
As a rough guide, wait for at least a few hundred visitors and 20 or more conversions before drawing conclusions. With smaller numbers, one good or bad day can swing the rate a lot.
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