Conversion rate comparison calculator
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Worked example
If 20 of 1,000 readers convert in Group A and 30 of 1,000 convert in Group B, the rates are 2% and 3%. Group B is 1 percentage point higher.
See the formula
Conversion rate = conversions ÷ eligible people × 100. The difference is Group B’s rate minus Group A’s rate.
How to interpret the result
Count the same action for both groups, such as a first paid subscription within 30 days of receiving an offer. Include people who had the full observation window. The difference describes the two groups you entered. An experiment with an appropriate design and uncertainty estimate is needed to assess whether the offer caused it.
Publisher example
Ten of 100 readers convert in A and 15 of 100 in B. B leads by five percentage points, or 50% relative to A. Use percentage points when reporting the difference.