The share of visitors who buy, sign up, or complete your goal — and, working backwards, how much traffic you need to hit a target.
A conversion is whatever action counts as success: a purchase, a trial signup, a lead form, a booked call. Divide conversions by the visitors (or sessions, or clicks) in the same period. Be consistent about the denominator — sessions and unique visitors give different rates.
Your landing page had 12,500 visitors and 340 orders. Conversion rate = 340 ÷ 12,500 × 100 = 2.72%.
To get 500 orders at a 2.5% conversion rate you need 500 ÷ 0.025 = 20,000 visitors. Add your cost per click in the ad budget planner to turn that into a spend figure.
Ecommerce stores commonly convert low single-digit percentages of sessions; lead-generation landing pages often convert more because the ask is smaller. The more useful benchmark is your own: track conversion rate by traffic source and device, and use an A/B test to confirm that a change really improved it.
How do you calculate conversion rate? Divide conversions by visitors and multiply by 100. 340 orders from 12,500 visitors is a 2.72% conversion rate.
Should I use sessions or users? Either works if you are consistent. Session-based rates are lower when people visit several times before buying; user-based rates are closer to "what share of people converted".
How do I improve my conversion rate? Match the landing page to the ad that sent the visitor, make the main action obvious, remove unnecessary form fields and checkout steps, show price and shipping early, and test one change at a time.
