Three numbers explain almost everything about an online store: what share of sessions end in an order (the conversion rate), how much each order is worth (the average order value), and what a single visit earns you (the revenue per session). This conversion rate calculator takes the three figures your analytics already give you — sessions, orders and revenue for the same period — and returns all three rates, consistently, so you can compare channels, months and landing pages without spreadsheet drift.
¿Tu tienda vende en español? La versión en español añade la meta de tráfico para tu objetivo de pedidos: Calcular Tasa de Conversión Ecommerce.
The three formulas
Conversion rate = orders ÷ sessions × 100. Average order value = revenue ÷ orders. Revenue per session = revenue ÷ sessions — which is also conversion rate × AOV ÷ 100, so the three always reconcile. Use sessions (not users) for the standard definition, and make sure all three inputs cover the exact same period and the same store view: mixing a month of orders with a week of sessions is the most common way this calculation goes wrong.
Worked example
A store with 10,000 sessions, 250 orders and $12,500 of revenue in a month: conversion rate = 250 ÷ 10,000 = 2.5% (25 orders per 1,000 sessions), AOV = $12,500 ÷ 250 = $50.00, and revenue per session = $12,500 ÷ 10,000 = $1.25. That last number is the one to memorise: a session is worth $1.25, so any channel that costs more than $1.25 per session in ad spend loses money before product costs are even counted — and a channel at $0.80 per session leaves $0.45 of headroom per visit for everything else.
How to read the results
As a rough frame — a reference, not a law — many online stores convert between 1% and 3% of sessions into orders, with strong brands and niche stores with intent-heavy traffic running higher. Your own history matters more than any benchmark: a move from 1.8% to 2.5% is a 39% increase in sales from the same traffic, which is usually cheaper than buying 39% more traffic. When a channel’s conversion rate is far below your store average, the problem is rarely the product page — it is the match between the ad or post and the page it lands on. Revenue per session settles those arguments in one number, because it folds both conversion and basket size together.
Common mistakes
Counting page views instead of sessions (inflates the denominator and flatters nobody), counting gross orders including cancelled and refunded ones against one period but net revenue in another, and comparing a promotional period with a normal one as if they were the same store. Pick one convention — sessions, completed orders, revenue actually received — and keep it for every comparison, or the dashboard becomes decoration.
A second example: comparing two channels
Channel A sends 4,000 sessions that produce 60 orders and $3,300 of revenue: conversion rate 1.5%, AOV $55.00, revenue per session $0.83. Channel B sends 1,500 sessions producing 45 orders and $2,025: conversion rate 3.0%, AOV $45.00, revenue per session $1.35. Channel A brings more revenue in total, but each of B’s sessions is worth 63% more — so if you are buying traffic, B is where the next euro of ad spend belongs, and if B’s volume is capped, A’s landing page or audience match is where the work is. Judging channels on conversion rate alone would crown B for the wrong reason (its AOV is lower) and judging on revenue alone would crown A for an equally wrong one. Revenue per session is the comparison that survives both mistakes.
Related tools
Versión en español: Calcular tasa de conversión ecommerce (conversion rate): de visitas a ventas y el tráfico que necesitas para tu meta · CAC Calculator · LTV Calculator.
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