E-commerce Conversion Rate

Excel Formulas › E-commerce & Marketing

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Conversion rate is orders over sessions — the percentage of visitors who buy. It’s the single most-watched store metric, and the lever that multiplies every traffic dollar.

Quick formula: conversion from orders and sessions:

=orders / sessions

Orders divided by sessions, as a percentage. Most stores convert 1–3%.

The example

120 orders from 6,000 sessions.

	A	B
1	Item	Value
2	Orders	120
3	Sessions	6000 → 2.0%

The formula

The formula:

=B2 / B3 // orders ÷ sessions

How it works

How it works:

Divide orders by sessions (visits) for the conversion rate.
Typical stores convert 1–3% — segment by source, device, and landing page to find winners.
A small lift compounds: doubling conversion doubles revenue at the same traffic.
Pair with AOV — revenue per session is conversion × AOV.

Revenue per visit ties it together. Conversion rate × average order value = revenue per session — the number that says what a visitor is actually worth. Optimizing conversion or AOV both raise it, so compare initiatives on revenue per session, not conversion alone.

Try it: interactive demo

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Orders and sessions.

Orders

Sessions

Conversion:

Variations

Revenue per session

Conv × AOV:

=conversion_rate * average_order_value

By source

Segment it:

=SUMIF(source, "Email", orders) / SUMIF(source, "Email", sessions)

Orders needed

For a target:

=target_conversion * sessions

Pitfalls & errors

Sessions vs users. Decide whether the base is sessions or unique users — be consistent.

Segment it. A blended rate hides which channels and pages convert.

Zero sessions. No traffic gives #DIV/0!.

Practice workbook

📊

Download the free E-commerce Conversion Rate practice workbook

A conversion-rate sheet with the revenue-per-session, by-source, and orders-needed variants, plus 4 challenges with answers. No sign-up required.

Frequently asked questions

How do I calculate e-commerce conversion rate in Excel?

Divide orders by sessions: =orders / sessions. 120 of 6,000 is 2%.

What's a good conversion rate?

Most stores run 1–3%. Segment by source, device, and landing page to find what converts best.

How do I get revenue per session?

Multiply conversion rate by average order value: =conversion_rate * average_order_value.

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