Free tool
What improving your site conversion is worth
Find out how many leads, sales and dollars you leave on the table each month — and what a single percentage point of conversion is worth.
The way it is today, and the way it could be
Fill in your own site numbers. No hidden benchmark: everything is editable.
Sessions or users for the period, as your analytics reports it.
Out of every 100 visits, how many become a contact today.
The level you want to reach. Going from 1.5% to 2% is a gain of 0.5 percentage points.
Out of every 100 leads, how many sales close.
Revenue from one closed sale.
Optional — to see the result, not just revenue
With contribution margin filled in, the tool also shows how much of the gain actually remains.
How the maths works
Visits become leads
Monthly visits times the page conversion rate. Twice: at today's level and at the target one.
Leads become revenue
Leads times the sales close rate, and the result times average revenue per sale. That is where conversion turns into money.
A percentage point is not a percentage
Going from 2% to 3% is a gain of 1 percentage point — and 50% more in relative terms. The tool works in percentage points so the two never get mixed up.
Low volume changes the conclusion
One percentage point equals 1% of your visits. With little traffic that is few leads — and the tool says so instead of selling optimism.
The formula, exactly as it is in the code
leads today = visits × current conversion sales today = leads today × lead→sale conv. revenue today = sales today × ticket leads scenario = visits × target conversion sales scenario = leads scenario × lead→sale conv. revenue scenario = sales scenario × ticket gain/month = revenue scenario − revenue today gain/year = gain/month × 12 value of +1 pp = (visits × 1%) × lead→sale conv. × ticket × 12 extra margin = gain/year × contribution margin
A percentage point (pp) is 1% of visits in absolute terms, not 1% more conversion. The maths assumes the extra converted visitor closes at the same rate as today's — in practice, conversion gains done badly bring worse leads.
Frequently asked questions
Going from 2% to 3% conversion is a gain of 1 percentage point. In relative terms it is a 50% increase. Mixing the two turns a target into an impossible promise — which is why this tool always speaks in percentage points.
There is no right number: it depends on sector, ticket and traffic type. A $80 e-commerce order and a $200k B2B project cannot be compared. Use your current number as the baseline and simulate plausible gains, not market ideals.
No. One percentage point equals 1% of your visits — with 500 visits a month, that is 5 leads. If volume is low, the multiplier is probably in acquisition. The tool warns you when that is the case.
Because the page converts a visit into a lead, not into a sale. Without the close rate the gain would show up as contacts rather than revenue — and contacts do not pay bills.
No. The maths runs in your browser and nothing is sent to us. The address keeps the assumptions only so you can share the simulation.
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Want to know what is holding your page conversion back?
The maths above shows the size of the prize. What moves the number is finding where the visitor gives up.