Measure the share of shoppers who reach checkout and go on to complete the order.
The checkout conversion rate is the share of checkouts started that orders completed represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Checkout Conversion
Checkout Conversion Rate = Orders completed ÷ Checkouts started × 100
Checkout Conversion Rate = Orders completed ÷ Checkouts started × 100 The checkout conversion rate is the share of checkouts started that orders completed represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Orders completed, Checkouts started. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.