What is a conversion point actually worth to you?
Before you approve a redesign, a speed project or another month of ads, put a number on what the change has to be worth. This calculator does that arithmetic on your figures, in your browser.
Worth per month
$7,650
$91,800 per year
Extra orders
+90 / month
Check this against what you can actually pack and support.
Revenue today
$30,600
Revenue in scenario
$38,250
Annual figures assume traffic and order value stay where they are today.
Runs entirely in your browser — nothing is sent, stored or logged. The result is a ceiling on rational spend, not a forecast: it says what the change would be worth, not how likely it is.
Every proposal to improve an online store is really a bet: spend this much, expect conversion or traffic to move by roughly that much. Most owners approve or reject those bets on instinct, because nobody has translated the promised improvement into money. This tool does the translation. Put in the traffic, conversion rate and average order value you can read off your analytics today, then set the improvement you are being asked to believe in — the output is the monthly and annual value of that change, which is also the honest ceiling on what it is worth paying for.
How to fill it in
Use a full, recent month rather than a good week. Sessions come from your analytics, not from server logs, which count bots. The conversion rate should be the one your analytics reports for the whole site, and average order value should be revenue divided by orders for the same period, before refunds if that is how you already think about it. The last field is the scenario: the change in conversion rate, in percentage points, that you are being asked to expect. Half a point sounds small and is not — that is the entire point of running the numbers.
- One full month, not your best week
- Sessions from analytics, not raw server hits
- Order value = revenue ÷ orders for the same month
- Scenario in percentage points, not percent-of-percent
Percentage points, not percent
This is where most conversations go wrong. Moving from 1.2% to 1.5% is a change of 0.3 percentage points, but it is a 25% increase in orders. Agencies quote the second number because it sounds larger; budgets are decided by the first. The calculator asks for percentage points so the arithmetic stays honest, and shows the extra order count alongside the money so you can sanity-check it against your fulfilment capacity — an improvement you cannot ship or support is not an improvement.
What this number is, and what it is not
The result is a ceiling on rational spend, not a forecast. If a project has to deliver 0.3 points to be worth $40,000 a year to you, and the quote is $12,000, the bet has room. It does not tell you the probability of hitting that number — nothing can, for your specific store. Anyone who quotes you a guaranteed conversion uplift is selling certainty they do not have, and that is a reason to be more careful, not less.
Where the improvement usually comes from
In practice a storefront project moves conversion through unglamorous things: pages that render before the shopper's patience runs out, product pages that answer the question that was blocking the purchase, a checkout that does not fight autofill, and filters that work on a phone. Traffic-side work is a different bet with different maths. If you are unsure which of the two you are looking at, the traffic but no sales diagnosis separates them before you spend anything.
Use it to set the target, not just the budget
The most useful thing to do with the output is to write it into the brief. Agree, before work starts, which metric will be read after launch, over what window, and what result would count as the project having failed. Stores that skip this end up arguing about screenshots. Stores that do it get an unambiguous answer within a quarter — including the uncomfortable one, which is still cheaper than not knowing.
Nothing leaves your browser
The calculator is client-side arithmetic. No figures are transmitted, stored or logged anywhere, which is deliberate: revenue numbers should not be the price of using a calculator on a vendor's website. If you do want a second opinion on your store afterwards, the free audit is a separate, voluntary step, and it answers with measurements rather than a quote.
- What conversion rate should I use if it varies a lot?
- Use the trailing three-month average rather than the last 30 days, and ignore months distorted by a sale or an outage. If mobile and desktop differ sharply, run the calculator twice, once per device, since most storefront work affects mobile far more.
- Should I use revenue or profit?
- Enter average order value, then read the result knowing it is revenue. To decide a budget, multiply the annual figure by your gross margin — a $40,000 revenue gain at 30% margin funds a much smaller project than the headline suggests.
- Can you guarantee the conversion improvement I enter?
- No, and nobody honestly can for a specific store. The tool exists to price a bet, not to promise an outcome. What can be committed to is measurement: an agreed metric, an agreed window, and an honest read of the result.
- Does a faster storefront always increase conversion?
- No. It reliably removes one obstacle, and if speed was not what stopped your shoppers, the rest of the funnel decides the outcome. That is why an audit should tell you where the loss actually happens before anyone quotes a rebuild.
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Send your store URL and we'll come back with real field data, where the buying path leaks, and whether the fix is worth what it costs — including when the answer is to do nothing yet.
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