How the uplift is calculated
The calculator takes your current orders, applies the lift to your conversion rate, and prices the extra orders at your average order value. Traffic and order value stay the same, so the result isolates the effect of converting more of the visitors you already have.
Worked example
A store has 50,000 sessions a month, converts at 2.0% and has an average order value of $80 with a 40% gross margin. That is 1,000 orders a month. A 10% lift takes the rate to 2.2%, which adds 100 orders, $8,000 in revenue and $3,200 in profit each month. If the store pays $2,000 a month for CRO, the first-year cost is $24,000 against $38,400 of extra profit, a 12-month ROI of 60%. The lift only needs to reach about 6.3% to cover the cost.
CRO compared with buying more traffic
The same 100 extra orders from paid traffic would need 5,000 more visitors a month at the current rate. At a $1.20 cost per click that is $6,000 a month in ad spend, and it stops when you stop paying. A conversion improvement keeps working on all future traffic, including the traffic you already pay for. The calculator shows this comparison using your own cost per click.
Using the result sensibly
The lift is an assumption, not a promise. Treat the table of 5%, 10%, 20% and 30% lifts as a range, and start from the lift you could realistically reach. Test changes properly before you rely on the result, and measure them over enough orders to be sure the difference is real.
Frequently asked questions
What is a CRO uplift?
It is the improvement in your conversion rate after changes to your site, shown here as a percentage of your current rate. A 10% uplift takes a 2.0% rate to 2.2%.
How do I calculate the ROI of conversion rate optimization?
Work out the extra profit from the extra orders, subtract what the optimization costs, and divide by the cost. The calculator does this over 12 months.
What lift should I use?
Start with a modest figure and use the table to see a range. The right number depends on how much room your pages have to improve, so treat any figure as an estimate.
Why compare CRO with paid traffic?
Both can add orders. Paid traffic costs more every month, while a better conversion rate improves the return on every visitor you already get.