# Funnel Conversion Calculator

> Work out what a funnel will produce before you build it. Enter the visitors you expect and the share who take each step, and the calculator turns them into leads, checkout visits, orders, order bumps, upsells and revenue, with the revenue per visitor that tells you what a click is worth.

Free, runs in your browser, nothing is stored or sent anywhere.

## Your funnel

The starting values are illustrative, not benchmarks. Replace them with your own numbers, in your own currency.

### Traffic and steps

- **Visitors to the first page**: Unique visitors over the period you are planning for. (example: 1000)
- **Opt-in rate**: Share of visitors who leave an email on the opt-in page. (example: 30%)
- **Reach checkout**: Share of leads who click through the sales page to the checkout. (example: 40%)
- **Purchase rate**: Share of checkout visitors who complete the order. (example: 10%)

### Order value and offers

- **Average order value**: The main offer’s price, or the average when there are several plans. (example: 97)
- **Order bump take rate**: Share of buyers who tick the bump at checkout. (example: 25%)
- **Order bump price**: Price of the bump. (example: 27)
- **Upsell take rate**: Share of buyers who say yes to the one-click upsell. (example: 15%)
- **Upsell price**: Price of the upsell. (example: 147)

What the funnel produces: Leads, Checkout visitors, Orders, Order bumps taken, Upsells taken, Main offer revenue, Bump revenue, Upsell revenue, Total revenue, Revenue per visitor, Overall conversion (orders ÷ visitors), Average order value with bumps and upsells.

## What the funnel conversion calculator does

A sales funnel is a chain of pages, and each page keeps a share of the people who reach it. A funnel conversion calculator multiplies those shares together so you can see, before any traffic arrives, how many leads and orders a given number of visitors should produce and what they are worth. Change one rate and you see where the money moves.

This calculator follows the shape of a lead-to-sale funnel: an opt-in page that turns visitors into leads, a sales page that sends a share of leads to the checkout, and a checkout that turns a share of those into orders. It then adds the two things that lift a funnel’s revenue without more traffic: an order bump ticked on the checkout page and a one-click upsell accepted right after payment.

Use it to answer the planning questions: how many visitors do I need for a target number of sales; what happens to revenue if the opt-in rate rises by five points; is an upsell worth building; what can I afford to pay for a click. The last one is the revenue per visitor, which is the single most useful number a funnel produces.

## How the maths works

Four multiplications, then a sum. Every figure is shown unrounded internally and rounded only on screen.

1. **Leads**: Leads = visitors × opt-in rate. A thousand visitors at a 30% opt-in rate is 300 leads.
2. **Checkout visitors**: Checkout visitors = leads × the share who reach the checkout. Of 300 leads, 40% clicking through from the sales page is 120 people on the checkout page.
3. **Orders**: Orders = checkout visitors × purchase rate. 120 checkout visitors at a 10% purchase rate is 12 orders. Overall conversion is orders ÷ visitors, here 1.2%, the same definition Vonza Funnels stats use (unique visitors who bought ÷ unique visitors).
4. **Bumps and upsells**: Bump orders = orders × bump take rate; upsell orders = orders × upsell take rate. Each is multiplied by its price. The bump sits on the checkout page; the upsell is offered after payment, so both take rates are shares of buyers, not of visitors.
5. **Revenue**: Total revenue = orders × order value + bump orders × bump price + upsell orders × upsell price. Revenue per visitor is total revenue ÷ visitors; the average order value including offers is total revenue ÷ orders.

- Rates are independent in the model. In practice a stronger upsell can lower the purchase rate slightly, and a bump that is ticked by default lifts take rate and refunds together. Treat the result as a plan, not a forecast.
- The calculator does not model a downsell (a second, smaller offer when the upsell is declined), refunds, payment fees or repeat purchases. Add those to the revenue by hand if they matter to you.
- Percentages are clamped to 0–100 and negative numbers are treated as zero, so a typo cannot produce a negative funnel.

## A worked example

The example values the calculator opens with, worked through. They are illustrative figures chosen to make the arithmetic easy to follow, not benchmarks for any industry.

| Figure | Value |
| --- | --- |
| Visitors | 1,000 |
| Leads (30% opt-in) | 300 |
| Checkout visitors (40% of leads) | 120 |
| Orders (10% purchase rate) | 12 |
| Order bumps (25% of buyers at 27) | 3 × 27 = 81 |
| Upsells (15% of buyers at 147) | 1.8 × 147 = 264.60 |
| Main offer revenue (12 × 97) | 1,164.00 |
| Total revenue | 1,509.60 |
| Revenue per visitor | 1.51 |
| Overall conversion | 1.2% |

The bump and the upsell add about 30% to revenue with no extra traffic, which is why a funnel checkout carries both. In Vonza Funnels a checkout step takes up to five order bumps and the upsell and downsell steps are one-click for buyers who paid by card.

Revenue per visitor of 1.51 means a paid click that costs less than that pays for itself on the first sale, before any repeat business. Raise the opt-in rate from 30% to 40% and revenue per visitor rises to about 2.01, because every downstream figure scales with it.

Fractional orders (1.8 upsells) are expected: the model is an average. Over a month of traffic the fractions even out; over a day they do not.

## Where the numbers come from, and how to move them

Once a funnel is live, its real figures replace the guesses. Vonza Funnels stats show page views, unique visitors, leads, orders, revenue and conversion for the last 7, 30 or 90 days, with a step-by-step view of where visitors drop off, so each rate in this calculator has a real counterpart.

To move a rate, change the page and measure. A split test on any funnel step shows a second version of the page to a share of visitors and counts opt-ins, orders or next-step visits; keep the winner with one click. The A/B test calculator below tells you whether a difference is real or noise.

- [A/B test calculator](https://vonza.com/tools/ab-test-calculator)
- [Vonza sales funnel builder](https://vonza.com/sales-funnel)
- [Best sales funnel builders](https://vonza.com/best/sales-funnel-builders)
- [Webinar funnel](https://vonza.com/webinar-funnel)

## Funnel calculator questions

### What is a good funnel conversion rate?

There is no single good rate: it depends on the traffic source, the price, the offer and the industry, and a funnel selling a low-priced product to a warm email list will convert many times better than one selling a high-priced programme to cold advert traffic. Use the calculator to find the rates your funnel needs to be worth running, then measure the real ones in your funnel stats and improve the weakest step first.

### How is funnel conversion rate calculated?

Overall funnel conversion is orders divided by visitors to the first page, as a percentage. It is the product of each step’s rate: opt-in rate × share reaching checkout × purchase rate. Vonza Funnels stats define conversion the same way, as unique visitors who bought divided by unique visitors, and show each step’s drop-off separately.

### What are order bumps and upsells in the calculator?

An order bump is an optional extra a buyer ticks on the checkout page; a one-click upsell is a second offer shown right after payment that a card buyer accepts with one click. Both are shares of buyers, not of visitors. In Vonza Funnels a checkout step takes up to five order bumps, and upsell and downsell steps have their own Yes and “No thanks”.

### Why does the calculator show fractional orders?

Because it models averages. Twelve orders at a 15% upsell take rate is 1.8 upsells, which means about nine upsells over five such periods. The revenue figures use the unrounded values so they stay consistent; counts are rounded only on screen.

### What is revenue per visitor and why does it matter?

Revenue per visitor is total funnel revenue divided by visitors to the first page. It is what one visitor is worth on average, so it is the ceiling on what you can pay for a click or a lead and still break even on the first sale. Raising any step’s rate raises it; adding a bump or upsell raises it without more traffic.

### Does the calculator store or send my numbers?

No. It runs entirely in your browser, nothing is saved or sent to a server, and reloading the page returns the illustrative example. The example figures are not benchmarks and not Vonza customer data.