Conversion Rate

How to Calculate Conversion Rate

The formula for conversion rate is simple:

Conversion Rate = (Number of Conversions ÷ Total Visitors) × 100

For example, if your store had 10,000 visitors last month and 250 made a purchase, your conversion rate would be 2.5%.

E-commerce Conversion Rate Benchmarks

Understanding what "good" looks like helps you set realistic goals:

• Average e-commerce: 1-3%
• Top performers: 3-5%
• Best-in-class: 5%+
• Quiz takers: 4-10% (2-3x higher than non-quiz takers)

Types of Conversion Rates

E-commerce stores track multiple conversion rates:

• Purchase conversion rate: Visitors who buy
• Add-to-cart rate: Visitors who add items to cart
• Email opt-in rate: Visitors who subscribe
• Quiz completion rate: Quiz starters who finish

Why Conversion Rate Matters

A small improvement in conversion rate can dramatically impact revenue. If you're getting 100,000 visitors per month at a 2% conversion rate with $100 AOV, that's $200,000 in revenue. Increase conversion to 3%, and you're at $300,000 — a 50% revenue increase from the same traffic.

How Quiz Funnels Improve Conversion Rate

Quiz funnels typically deliver 2-3x higher conversion rates because they:

• Guide customers to relevant products (reducing choice paralysis)
• Build trust through personalized recommendations
• Qualify visitors by capturing intent and preferences
• Create urgency with personalized results