Conversion rate and average order value calculator for online stores
This conversion rate calculator is for websites and online shops: it divides orders by visitors to give your store conversion rate, then adds the two numbers that sit beside it, average order value (AOV) and revenue per visitor. It is not a currency exchange tool; here, conversion rate means the share of visitors who buy.
Add your marketing spend to see the cost per order and per visitor, and use the what-if boxes to test how a better conversion rate, a bigger basket or more traffic changes revenue before you commit effort or budget to it.
How to use the E-commerce Conversion Rate & AOV Calculator
- Enter visitors (sessions or unique visitors from your analytics), orders and revenue for the same period.
- Optionally enter marketing spend for cost per order and per visitor.
- Set the what-if changes as relative percentages for conversion rate, AOV and traffic.
- Read the new revenue and the difference from today.
E-commerce Conversion Rate & AOV Calculator features
Three linked metrics
Conversion rate, AOV and revenue per visitor, which equals conversion rate × AOV.
Cost per order
Marketing spend divided by orders, the figure to hold against your margin.
What-if uplift
Change conversion, basket size and traffic together to see which lever pays most.
The formulas
Conversion rate = orders ÷ visitors × 100. 500 orders from 20,000 visitors is 2.5%.
Average order value = revenue ÷ orders. 37,500 from 500 orders is 75.00.
Revenue per visitor = revenue ÷ visitors = conversion rate × AOV. It is the quickest way to compare traffic sources or weeks, because it folds two metrics into one. Here 0.025 × 75 = 1.875 per visit. That is the most you can spend to acquire a visitor before the visit costs more than it brings in, and far less once product cost is taken out.
Cost per order is marketing spend ÷ orders: 3,000 ÷ 500 = 6.00 here. If your average order leaves a gross profit above that, acquisition pays back on the first order; if not, you need repeat purchases to recover it. Uplifts multiply. A 10% relative lift in conversion (2.5% to 2.75%) with a 5% bigger basket gives 1.10 × 1.05 = 1.155, a 15.5% revenue increase at the same traffic.
Which lever to pull
Check that extra traffic pays by comparing cost per order with margin: the ROAS calculator gives break-even ROAS, and the advertising cost of sale calculator does the same for Amazon.
| Lever | Typical actions |
|---|---|
| Conversion rate | Faster pages, clearer product photos and delivery information, fewer checkout steps, reviews |
| Average order value | Bundles, free-shipping thresholds, add-ons, volume pricing |
| Traffic | Search and social content, email, paid ads (watch cost per order) |
Limits to keep in mind
- Use the same definition of a visitor every time (sessions or users). Analytics tools differ, so compare like with like.
- Conversion rates vary widely by category, device, price and traffic source, so benchmark against your own history first.
- Uplifts are scenarios, not forecasts; traffic and conversion often trade off against each other.
- Revenue is not profit. This tool does not subtract product, shipping or fee costs.
E-commerce Conversion Rate & AOV Calculator FAQ
How do I calculate conversion rate?
Divide the number of orders by the number of visitors in the same period and multiply by 100. 500 orders from 20,000 visitors is a conversion rate of 2.5%.
What is a good e-commerce conversion rate?
It depends on category, price and traffic source; low single digits is common for online stores. Track your own trend by channel rather than chasing a headline figure.
How do I calculate average order value?
Divide total revenue by the number of orders. If shipping or tax is included in revenue, decide once whether to include it and keep it that way.
What is revenue per visitor?
Revenue divided by visitors. It combines conversion rate and AOV in one number and is useful for comparing traffic sources.
Is this the same as the currency conversion rate?
No. This calculates how many visitors become buyers. For exchange rates use a currency converter.
Should I count orders or customers?
Count orders if you want AOV and conversion per visit. Count customers for lifetime value. Do not mix them in one ratio.