=Calculator
What one percentage point
is really worth.
The question before every testing budget: what does it bring if we lift the conversion rate by a few percent? Here is the number.
How it is calculated
- Revenue = visitors × conversion rate × order value. The improvement applies relatively to the rate.
- The projection assumes the improvement is permanent and applies to all visitors. In practice it rarely is, entirely.
- Use the lower bound of your confidence interval rather than the average if you want to plan conservatively.
- Seasonality, range changes and campaigns move the same numbers, an annual projection is an order of magnitude, not a promise.
FAQ
Revenue calculator
Is a projection like this credible?
As an order of magnitude yes, as a promise no. It answers whether the effort can pay off at all, it is not meant to do more.
What improvement is realistic?
That depends on the page and the starting point. The number only becomes solid when it comes from your own cleanly run test, which is why there are no industry averages here.
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One question is a good place to start.