Conversion Funnel Calculator
Model an ecommerce funnel from sessions through to orders and find the stage that limits revenue.
About Conversion Funnel Calculator
Because stages multiply, the end-to-end rate is far lower than any individual stage and is dominated by the weakest link. Improving the worst stage by a fifth lifts orders by the same fifth, which no equivalent gain elsewhere matches. Funnel work should always start at the weakest stage; optimising an already-strong stage produces a fraction of the return for the same effort.
Formula
Conversion Funnel
Orders = sessions × product view rate × add-to-cart rate × checkout rate × purchase rate
- overall conversion
- The product of every stage rate, not their average
Worked example
With the default values below, Conversion Funnel Calculator returns Orders of 2,762. Change any input above and every figure here is recalculated in your browser.
Inputs used
- Sessionsminimum 0
- 200,000
- Sessions viewing a productaccepts 0–100 %
- 55 %
- Product views adding to cartaccepts 0–100 %
- 9 %
- Carts starting checkoutaccepts 0–100 %
- 45 %
- Checkouts completing purchaseaccepts 0–100 %
- 62 %
Results
- Orders
- 2,762
- Overall Conversion Rate
- 1.381%
- Weakest Stage
- Add to cart — product pages are not persuading
- Orders if the Weakest Stage Improved by a Fifth
- 3,315
- Sessions That Did Not Convert
- 197,238
Step by step
- 1Values used
- 2Conversion Funnel
- 3Orders= 2,762
- 4Overall Conversion Rate= 1.381
- 5Weakest Stage= Add to cart — product pages are not persuading
- 6Orders if the Weakest Stage Improved by a Fifth= 3,315
- 7Sessions That Did Not Convert= 197,238
Assumptions and limits
- The result is derived only from the 5 inputs listed above. Anything not among them is not part of the calculation.
- In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
- Figures are rounded for display to 3 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
- This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.
How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.
Frequently Asked Questions
How is Conversion Funnel calculated?
Orders = sessions × product view rate × add-to-cart rate × checkout rate × purchase rate Because stages multiply, the end-to-end rate is far lower than any individual stage and is dominated by the weakest link. Improving the worst stage by a fifth lifts orders by the same fifth, which no equivalent gain elsewhere matches.
Why does Conversion Funnel matter?
Funnel work should always start at the weakest stage; optimising an already-strong stage produces a fraction of the return for the same effort.
What values do I need to enter?
This calculator takes 5 inputs: Sessions, Sessions viewing a product, Product views adding to cart, Carts starting checkout, Checkouts completing purchase. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.