How to use the first-purchase conversion rate calculator
First-purchase conversion rate shows how many of your brand-new visitors made it all the way to checkout. Enter new visitors and first-time buyers and you get the rate plus the count of new visitors who left without buying. Repeat orders are deliberately excluded from the numerator, so this figure sits below your overall site conversion rate.
Add an average first order value and the calculator shows first-purchase revenue and revenue per new visitor. The per-visitor figure divides the revenue shown on screen by new visitors, so the two displayed numbers reconcile by hand. Add a target rate and you also see how many additional first-time buyers that target requires.
Benchmark conversion rates swing by several multiples across categories and traffic sources, so this tool offers no "good enough" threshold. The target is yours to enter, and the verdict line is phrased strictly against that target. Running paid and organic traffic through the calculator separately usually reveals which source has the most room to improve.
Frequently asked questions
Overall conversion rate counts repeat orders in the numerator; first-purchase conversion rate counts only new visitors who bought for the first time. Stores with heavy repeat business show a much higher overall rate, so the two numbers should never be compared side by side.
This calculator uses new visitors (people). Using sessions instead puts the same data over a larger denominator and returns a lower rate, so pick one denominator and keep reporting on that same basis.