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: free opt-in pages usually convert far higher than paid sales pages or online shops. For reference, Unbounce's research puts the median landing page at 6.6%.
Who this is for: Coaches, consultants and founders who want to know if a page, form or shop is doing its job.
| What it does | Works out your conversion rate, the conversions to expect, or the visitors you need, then compares the rate with a rough typical range. |
| Who it is for | Coaches, course creators and founders with an opt-in page, sales page, shop, sign-up form or booking page. |
| You put in | Two of visitors, conversions and conversion rate. Optional: what each conversion is worth and a target rate. |
| You get | The missing number, a verdict against the typical range, what reaching your target (or the low end of the range) is worth, and the sums written out. |
| Ranges used | Landing or opt-in page 10% to 30%, sales page 1% to 5%, online shop 1% to 3%, email sign-up form 1% to 5%, booking page 20% to 40%. Rough working ranges, not a published study. |
| Runs | In your browser. Nothing is sent or stored. |
| Price | Free. No sign-up. |
Last reviewed 29 October 2026 by Mohamed Bashir. Benchmarks change, so check them against your own numbers.
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 our rough working ranges from small businesses, coaches and online shops, not a published study. Treat them as a guide, not a rule. The one large public benchmark, Unbounce's study of 41,000 landing pages, found a median of 6.6%.
| 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.
Your rate is then placed against the rough range for the kind of page you picked. Under 60% of the bottom of the range is marked well below typical. Under the bottom is just below. Inside the range is typical, and above the top is above typical.
If you add a target rate, or if you are below the range, it shows how many more conversions the same visitors would bring at the target (or at the bottom of the range): visitors × (target minus current rate). Add what a conversion is worth and it turns that into money, and also shows what each visitor is worth to you.
The ranges are our rough working figures from client funnels and public roundups, not a published benchmark. For a published reference point, Unbounce's Conversion Benchmark Report gives a median landing page conversion rate of 6.6% across industries.
To see which step of the whole path is losing people, use the funnel leak calculator.
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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