Free tool
Conversion Rate Calculator
Calculate the conversion rate of your product pages or ad campaigns. Simply add the number of conversions and the total number of visits and click calculate. The resulting conversion rate is expressed as a percentage.
Disclaimer: Results are estimations based on the values you enter. Actual conversion rates may be subject to additional variables such as traffic source, attribution, and reporting timeframes not reflected in this calculator. Consulterce accepts no liability for the accuracy of the displayed results or any financial losses incurred as a result of their use.
What is the conversion rate?
The conversion rate describes how many users take a desired action (a conversion) out of the total number of reviewed users. In ecommerce, it typically measures how many ad clicks or page visitors led to a sale.
How to calculate the conversion rate
The conversion rate formula is as follows:
conversion rate = 100 * conversions ÷ total number of users
It is always expressed as a percentage. Here’s how to calculate it step by step:
- Find your total number of conversions, e.g.,
15. - Find your total number of users, e.g.,
100. - Divide your conversions by your total user base:
15 ÷ 100 = 0.15 - Express it as a percentage:
0.15 * 100 = 15%.
What is a good conversion rate?
Conversion rates on Amazon can vary significantly by product category, price point and traffic source. The following table highlights the common category benchmarks you can expect when selling on Amazon:
| Amazon Category | Average Conversion Rate |
|---|---|
| Grocery & Gourmet Food | 12-18% |
| Beauty & Personal Care | 12-15% |
| Health & Household | 11-14% |
| Toys & Games | 10-14% |
| Home & Kitchen | 10-13% |
| Sports & Outdoors | 9-12% |
| Office Products | 9-12% |
| Patio, Lawn & Garden | 9-12% |
| Clothing, Shoes & Jewelry | 8-11% |
| Tools & Home Improvement | 8-11% |
| Consumer Electronics | 4-6% |
How can you improve conversion rates on Amazon?
A low conversion rate indicates that you need to spend some time optimizing your campaigns and product pages. So how do you do that?
1. Strengthen your Product Detail Page
Create a clear and persuasive product detail page that quickly communicates what the product is, who it is for, and why customers should choose it.
Use benefit-led titles and bullet points, high-quality images, video, and A+ Content to answer common questions and address potential concerns around size, compatibility, ingredients, usage, or expected results.
2. Build Trust and Reduce Purchase Risk
Customers are more likely to buy when a product has strong ratings, relevant reviews, reliable stock availability, fast delivery, and clear returns information.
Regularly analyse reviews, customer questions, and return reasons to identify recurring concerns, then improve the product page, packaging, or instructions to reduce uncertainty and increase confidence.
3. Improve Traffic Quality and Offer Competitiveness
Focus advertising on high-intent keywords and direct shoppers to products that are retail-ready, competitively priced, and relevant to their searches.
Review conversion rates by keyword, campaign, placement, and product, then reduce investment in low-converting traffic and allocate more budget to the terms and audiences that generate profitable sales.