Retail operations
Conversion and basket size.
Enter visitors, conversion, average transaction value and units per transaction. See sales, sales per visitor and the gain from better conversion or bigger baskets.
Sales = visitors x conversion rate x average transaction value. 3,000 visitors at 22% and $43.20 is $28,512, or $9.50 per visitor.
Your numbers
Result
Worked example
A store counts 3,000 visitors in a month and 22% buy, which is 660 transactions. At $43.20 each, sales are $28,512, or $9.50 for every visitor who walks in. With 2.4 units per transaction the average unit sells for $18. Lifting conversion by one point to 23% adds $1,296; raising the average transaction by 5% adds $1,425.60; doing both adds $2,786.40.
How it works
Conversion rate = transactions / visitors. It needs a traffic counter or a reliable door count; with only transactions you cannot compute it. Average transaction value = sales / transactions, and units per transaction is items sold / transactions.
Sales per visitor = conversion rate x average transaction value, a single figure that moves when either the share who buy or the size of each basket moves. The scenarios change one input at a time and then both, holding traffic and everything else fixed.
The percentage-point gain is added to conversion (22% plus 1 point is 23%, not 22.22%). Real gains in one often come at the cost of the other, for example discounting that raises conversion but lowers basket value, so test the combination you plan.
Sources and basis (checked 2026-10-08): Arithmetic on your inputs only. Conversion rate, average transaction value and units per transaction are plain ratios of counts and sales you enter.
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FAQ
How do you calculate retail conversion rate?
Divide the number of transactions by the number of visitors in the same period and multiply by 100. Both figures must cover the same hours and the same door.
What is the difference between basket size and average transaction value?
Basket size usually means units per transaction. Average transaction value is the dollar total per transaction. The tool takes both and derives the average unit price.
Which is easier to improve, conversion or basket size?
It depends on the store. The scenarios show what each is worth in dollars so you can judge whether the effort of a change would pay off.