Conversion & AOV Calculator

What would a better conversion rate or order value earn?

Model the revenue impact of small improvements—before you invest in them.

Your metrics

CURRENT STATE
Monthly Sessions. Total sessions (visits) to your store per month — not unique visitors. This matches how Shopify reports your conversion rate. Focus on: Quality > Quantity.
Conversion Rate. Percentage of visitors who complete a purchase. Above average: 3.5–5%.
What’s this? Current Conversion Rate (%) in the glossary
Average Order Value. Average transaction value. Boost with bundles, upsells, and free shipping thresholds. US average: $70-$120.
What’s this? Current Average Order Value in the glossary
Cost of Goods Sold (COGS). Percentage of revenue spent on product costs. Healthy range: 30-50%.
What’s this? Cost of Goods Sold (%) in the glossary
Operating Costs. Fixed monthly expenses. Target: < 30% of revenue.
TARGET STATE
Target

Quick-Start:

Target Conversion Rate. Your conversion rate goal after optimization. Until you set one, it follows your current rate plus a fifth. Above average: 3.5–5%.
What’s this? Target Conversion Rate (%) in the glossary
Target Average Order Value (AOV). Your AOV goal after implementing upsells/bundles. Until you set one, it follows your current AOV plus a tenth. Increase by: 15-30%.
What’s this? Target Average Order Value in the glossary
How to use this calculator

Example numbers · Annual Revenue Impact

+$83,400Average

Edit inputs
YOUR RESULTS

Current vs projected

Annual Revenue Impact

+$83,400

Estimated annual revenue change at example target (edit ) — 3.00% conversion and $94 per order, a step above your current numbers, with traffic held constant.

What we’d check next

We’d test one change at a time and compare actual sales with this estimate.

View chart and context

Current Performance

Orders / mo
250
Revenue / mo
$21,250
Profit / mo
$9,875
Revenue / Visitor
$2.13
Profit / Visitor
$0.99

Projected Performance

Target
Orders / mo
300
Revenue / mo
+32.7%$28,200
Profit / mo
+49.3%$14,740
Revenue / Visitor
$2.82
Profit / Visitor
$1.47

Values update as you type.

Additional Orders / mo

50

Revenue Increase / mo

+$6,950

+32.7%

Profit Increase / mo

+$4,865

+49.3%

Revenue Per Visitor

+$0.69

$2.13 → $2.82

Current vs Projected

BENCHMARK

How you stack up

Directional ecommerce conversion-rate planning band, not measured. Shopify blocks session and conversion-rate reporting for stores installed through a public app, so this one could not be measured from client data and stays a chosen anchor. Benchmarks are directional, not a guarantee; use them as a comparison point alongside your own historical data.

You vs. the planning band

Your Conversion Rate

2.5%

Planning band

A chosen anchor, not measured

Unlock below to see how you compare.

Below AverageAverageAbove AverageBest-in-Class

SEE HOW YOU COMPARE

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How we calculate revenue impact from conversion and AOV changes.

Monthly Orders
Visitors × (Conversion Rate ÷ 100)

Example: 50,000 × 2.5% = 1,250 orders

Monthly Revenue
Orders × Average Order Value

Example: 1,250 × $80 = $100,000

Gross Profit
Revenue × (1 − COGS %)

Example: $100,000 × 70% = $70,000

Revenue Increase
Projected Revenue − Current Revenue

Example: $120,000 − $100,000 = $20,000

Improvement %
((Projected − Current) ÷ Current) × 100

Example: ($20,000 ÷ $100,000) × 100 = 20%

More things we’d check

We’d treat the target as a scenario, then test one change at a time.

We’d check whether larger baskets also change discounts, product costs or shipping.

We’d start with the product page and checkout.

Review your store

About conversion rate and AOV

What are conversion rate and AOV?

Conversion rate is the share of visitors who buy. AOV (average order value) is what they spend when they do. Multiply the two and you get revenue per visitor, the number that decides how much every visit, paid or free, is worth to you.

Formula

Revenue = visitors × conversion rate × AOV

Conversion rate = orders ÷ visitors × 100. AOV = revenue ÷ orders. Use the same month for all three.

A worked example

  1. 10,000 visitors at 2.5% is 250 orders. At $85 each, that is $21,250 a month.
  2. Lift conversion to 3.0% and AOV to $94 and the same traffic brings 300 orders and $28,200.
  3. That is $6,950 more a month without a single extra visitor: revenue per visitor goes from $2.13 to $2.82.
  4. A 2.5% conversion rate lands in Average on the ladder.

What’s a good conversion rate?

It varies with price point and traffic source: a store selling on cold paid traffic will convert lower than one living on email and repeat buyers. So judge yours against your own trend first. This is the ladder our calculators grade against:

Under 2%
Below Average.
2–3.5%
Average.
3.5–5%
Above Average.
5%+
Best-in-Class.

Picking a target: aim one step up from where you are, not at the top of the ladder. The next band is a fair goal, or a lift you can tie to a specific fix, like a faster checkout or a bundle that raises order value. Until you type your own, the calculator uses a modest step up from your current numbers.

Conversion rate vs AOV vs revenue per visitor

  • Conversion rate is how well your store turns visits into orders. Checkout, trust and speed move it.
  • AOV is how much each order is worth. Bundles, free-shipping thresholds and upsells move it.
  • Revenue per visitor combines both. Take your product costs off it and you have what a visit is worth, which is the most you can afford to pay for one. See what that means for your ads with the ROAS calculator
FAQ

Frequently asked questions

Common questions about conversion rate and AOV optimization

The share of visitors who buy depends on traffic source, device, product, and price. We’d compare similar visitors over similar periods. Use the calculator to model a change in conversion rate or average order value, then check whether the estimate is realistic for your store.

A larger average order value (AOV) increases revenue per order, but extra product costs, discounts, or shipping can absorb the increase. We’d compare what remains per order before choosing a bundle or offer.

We’d start with the clearest observed problem: shoppers struggling to buy, or orders leaving too little after costs. Model each change separately, then compare the cost of the change and what you expect to keep. The calculator estimates impact; it does not predict a test result.

Our calculators use industry-standard formulas and are designed for directional accuracy. Results depend on the quality of your input data. For precise financial planning, we recommend validating results with your accountant or financial team.

Yes, completely free with no hidden costs. We offer these tools to help ecommerce brands succeed. We may occasionally share relevant insights via email if you opt in, but the tools remain free forever.

Your calculations run in your browser, and we don't store the numbers you type unless you choose to send them — by unlocking a benchmark, emailing yourself a report, or contributing an anonymous data point. We do record anonymous usage events, which tool was used rather than what you entered. The AI tools work differently: your store URL and the report or concepts we generate are saved so we can support you and so your share link keeps working. We never access your Shopify admin, your customer data, or any private account information.
GLOSSARY

Learn these key metrics

Conversion RateCVR

The percentage of website visitors who complete a desired action, typically a pu...

Average Order ValueAOV

The average dollar amount customers spend per order/transaction....

Revenue Per VisitorRPV

The average revenue generated per website visitor, combining both conversion rat...

Return On Ad SpendROAS

The revenue generated for every dollar spent on advertising....

Customer Lifetime ValueLTV

The total revenue a business expects to earn from a single customer over the ent...

Browse all glossary terms

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