How to use the conversion lift value calculator
What is a lift from 1.8% to 2.4% actually worth? This calculator values a conversion rate change while monthly visitors stay the same. The rate fields are labelled before and after, so check which one you are filling in.
Visitors times each rate gives monthly conversions before and after, and the difference is the incremental conversions. Multiplying that by average revenue per conversion gives incremental revenue. Because traffic and ad spend are unchanged, that revenue is genuinely additional.
Revenue is not profit, though. Add your contribution margin to see incremental contribution margin, and add the monthly cost of the change to see the net profit left over. Entering a lower rate for after produces negative figures, so the same tool measures the loss when a redesign backfires.
Frequently asked questions
This tool assumes traffic and ad spend stay the same and only the conversion rate changes. If traffic also moved, the traffic effect and the rate effect are mixed and need to be separated.
Incremental revenue is the full extra order value, while incremental contribution margin is what is left after variable costs. With a thin margin, net profit can be negative once the cost of the change is deducted.