Figurely

Conversion Rate & Revenue Calculator

Total visitors or sessions for the period you're measuring — match this to the same window as conversions.

Number of completed goals in the period: orders, sign-ups, or qualified leads — whatever you count as a 'win'.

Average revenue per conversion (ex-VAT). For lead-gen, use the average value of a converted lead.

Optional: a conversion rate you're aiming for. The tool projects the revenue that rate would produce at the same traffic and order value.

Try a scenario:
— Conversion rate
— Revenue
Revenue per visitor — Revenue ÷ visitors — what every single visit is worth on average, and the figure to grow.
Projected revenue at target rate — Revenue if the same traffic converted at your target rate, holding order value constant.
Revenue uplift — Extra revenue the target rate would unlock versus today — the prize for optimisation work.

Enable JavaScript to calculate instantly. The full method is explained below, so the page is useful either way.

Conversion rate is the highest-leverage number most small businesses never calculate properly. It compresses everything your funnel does — the offer, the page, the checkout, the trust signals — into one figure: of the people who arrived, how many acted. Because revenue is traffic × conversion rate × order value, a small move in the middle term flows straight to the bottom line without spending a penny more on acquiring visitors. A site converting at 2% that reaches 3% has not improved by 1 percentage point in any trivial sense; it has increased revenue from the same traffic by 50%.

This calculator makes that compounding concrete. Enter your visitors, conversions and average order value and it returns your current conversion rate, total revenue, and revenue per visitor — the number that tells you what a single visit is actually worth. Add a target conversion rate and it projects the revenue that rate would produce on today's traffic, and the uplift over where you are now. It is built for UK small businesses and is deliberately transparent: the formulas are below, the assumptions are stated honestly, and where a figure can't be computed sensibly the tool says so rather than showing a misleading number.

How this calculator works

Four formulas, all plain arithmetic:

Conversion rate = conversions ÷ visitors × 100. The share of visits that converted, as a percentage.

Revenue = conversions × average order value. Revenue per visitor = revenue ÷ visitors — the same as conversion rate × average order value, and the cleanest single measure of how hard your traffic works.

Projected revenue = visitors × (target rate ÷ 100) × average order value, holding traffic and order value fixed so you isolate the effect of conversion alone. Revenue uplift = projected revenue − current revenue. If visitors are zero the rate and per-visitor figures can't be formed, and if no target rate above 0% is given the projection is left blank rather than guessed.

Worked example

Suppose 10,000 visitors in a month, 200 conversions, and an average order value of £50. Conversion rate = 200 ÷ 10,000 × 100 = 2%. Revenue = 200 × £50 = £10,000. Revenue per visitor = £10,000 ÷ 10,000 = £1.00 — every visit is worth a pound. Now run the what-if: a target conversion rate of 3% on the same 10,000 visitors gives projected revenue of 10,000 × 0.03 × £50 = £15,000, a revenue uplift of £5,000 a month — £60,000 a year — from the same traffic budget. That gap is the business case for conversion-rate optimisation.

Assumptions & limits

  • Average order value is held constant as the conversion rate changes; in practice a higher rate can pull in lower-intent buyers, so the projection assumes a correlation that is not guaranteed — treat it as an upper-bound scenario, not a forecast.
  • Visitors and conversions must cover the same period and the same definition of a conversion; mixing windows or counting micro-conversions inflates the rate.
  • It is a single-segment, point-in-time model: it doesn't account for seasonality, traffic-source mix, returning vs new visitors, or statistical significance of any change.

Frequently asked questions

What's a good conversion rate?
There is no universal number — it depends heavily on industry, traffic source, price point and what you count as a conversion. Ecommerce often sits around 1–3%, lead-gen pages higher. The figure that matters is your own trend over time: the most useful benchmark is last quarter, not someone else's site.
Should I count visitors or sessions?
Either, as long as you're consistent and conversions are measured the same way. Sessions are the common default in analytics tools. The key is that the numerator and denominator describe the same population over the same window.
Why does revenue per visitor matter more than conversion rate alone?
Conversion rate ignores order value; a site can lift its rate while attracting cheaper orders and end up no better off. Revenue per visitor blends both, so it's the cleaner single target when you're optimising the whole funnel rather than just the checkout step.
Is the projected uplift a guarantee?
No. It's a what-if that holds traffic and order value constant and assumes the higher rate is achievable without diluting order value. It quantifies the prize to justify optimisation work; whether you reach the target rate depends on the changes you actually make and testing them properly.