Conversion Rate Calculator

To calculate the conversion rate for a retail store, you can follow a straightforward two-step process. This calculation involves identifying how many potential customers visit the store and how many of those visitors make a purchase.

Calculating Conversion Rate for Retailer

Here are the key steps to calculate the conversion rate for a retailer:

1. Determine the total number of visitors or potential customers to the retail store during a specific time period (e.g. daily, weekly, monthly).
2. Determine the total number of sales or transactions made during that same time period.
3. Use the formula: Conversion Rate = (Number of Sales / Total Number of Visitors) x 100

For example, if a retail store had 1,000 visitors in a day and made 100 sales, the conversion rate would be:

Conversion Rate = (100 / 1,000) x 100 = 10%

This conversion rate of 10% indicates that 10% of the store’s visitors made a purchase during that day.

Calculating Conversion Rate for E-commerce

Here are the key steps to use a conversion rate calculator:

1. Determine the total number of visitors or clicks to your website, landing page, ad, or other digital asset.
2. Determine the total number of conversions, which could be purchases, sign-ups, downloads, or other desired actions.
3. Plug these two numbers into the conversion rate formula:
4. Use the formula: Conversion Rate = (Total Conversions / Total Visitors or Clicks) x 100

For example, if you had 1,000 visitors to your landing page and 50 of them completed the desired action, the conversion rate would be:

Conversion Rate = (50 / 1,000) x 100 = 5%

This conversion rate of 5% indicates that 5% of the store’s visitors or clicks made a purchase during that day.

What is conversion rate in retail?

Conversion rate in retail refers to the percentage of store visitors who make a purchase. It is calculated by dividing the number of sales by the total number of visitors.

How do you calculate the retail conversion rate?

The formula is: Conversion Rate = (Number of Sales / Total Number of Visitors) x 100

What is the average conversion rate for retail stores?

The average conversion rate for physical retail stores is typically between 20-40%. In contrast, the average conversion rate for online/ecommerce is lower, around 1-3%.

Why is retail conversion rate important?

Conversion rate is a key performance indicator that reveals how effective a retailer is at turning store visitors into paying customers. It directly impacts sales, revenue, and profitability.

What factors influence retail conversion rate?

Factors include online or in-store layout, product selection, pricing, customer service, marketing strategies, economic conditions, and competition.

How does retail conversion rate differ from ecommerce conversion rate?

Retail conversion is typically higher as in-store shoppers have a more hands-on, immersive experience compared to the ease of browsing and abandoning an online cart.

What is a good benchmark for retail conversion rate?

The average for brick-and-mortar retailers is between 20-40%. While a conversion rate of 2% to 4% is considered an average ecommerce conversion rate across different industries. 

Online Conversion Rates by Industry

Retail (including fashion, jewelry, shoes): 1.9% average conversion rate

Arts and Crafts: 3.84% to 4.07% average conversion rate

Health and Wellbeing: 2.8% average conversion rate

Luxury Kitchen/Home Appliances: 0.8% average conversion rate

Online Conversion Rates by Device

Desktop: Approximately 2x higher conversion rate compared to mobile devices3