Conversion Rate Calculator and Formula

The conversion rate formula

Conversion rate is the share of visits that end in a purchase.

Conversion rate = orders ÷ sessions × 100

A store with 50,000 sessions and 900 orders in a month converts at 900 ÷ 50,000 × 100 = 1.8%. That's the calculator's default, so you can check the arithmetic above against it.

How to calculate conversion rate in Shopify

Take both numbers from the same date range in Shopify Analytics:

1. Sessions: the Sessions metric, not visitors. One person visiting three times is three sessions.
2. Orders: total orders over the same period.
3. Average order value: optional. It turns the rate into money in the second row of results.

Shopify's own report defines conversion rate as "the percentage of sessions that resulted in a purchase". It counts sessions that completed checkout, not orders, and one session can place more than one order. So the calculator's figure can sit slightly above the one on your dashboard. For tracking change over time, either works, as long as you don't switch between them.

Sessions, visitors and orders: why your tools disagree

If Shopify, Google Analytics and your ad platform all show a different conversion rate, they're usually dividing different things.

• Sessions vs visitors. Dividing by visitors gives a higher rate than dividing by sessions, because returning visitors count once.
• Converted sessions vs orders. Shopify counts sessions that completed checkout; most calculators, this one included, divide orders.
• Attribution windows. Ad platforms credit purchases to clicks days later, so their "conversion rate" is a different metric with the same name.

Pick one definition, write it down, and compare like with like.

Revenue per visitor: the number to judge changes by

The calculator also shows revenue per visitor: revenue ÷ sessions. In the default example, 900 orders at $70 is $63,000, and $63,000 ÷ 50,000 sessions is $1.26 per session.

It matters because conversion rate can rise while the business earns less. A discount that converts more shoppers at a lower order value can lift one number and drop the other. Revenue per visitor holds both. I explain why I judge every test on it in revenue per visitor for Shopify stores.

What a higher conversion rate is worth

The scenario row multiplies extra orders by your order value over twelve months. On the defaults:

The lifts are relative: +10% takes 1.8% to 1.98%, not to 11.8%. That's arithmetic, not a forecast. It assumes traffic, order value and ad spend all hold while conversion rate moves.

What is a good conversion rate?

There isn't one number worth aiming at. Conversion rate depends on what you sell, what it costs, and where your traffic comes from. A store running cold paid social converts lower than one living on returning email subscribers, and both can be healthy.

Compare yourself with yourself instead:

• Over time, on the same definition, month on month and against the same month last year.
• By device. If mobile converts far below desktop on similar traffic, the gap is usually the product page or checkout, not the visitor. See why mobile conversion rate lags.
• By traffic source. A falling store-wide rate can be a shift in traffic mix, with every channel converting exactly as before.

When the number won't move

If your conversion rate has sat flat for months, more traffic rarely fixes it. The usual causes are on the store: a product page that doesn't answer the buyer's question, missing trust signals where the decision happens, or friction in the cart. I've written about why a Shopify conversion rate gets stuck and what to check when a store isn't converting.

If you'd rather someone found it for you, the conversion rate optimization audit works through the store page by page and ranks every fix by what to do first. Or book a call and bring your numbers from this calculator.

Once conversion is moving, the next lever is order value. The average order value calculator shows what that's worth on the same traffic.