You already paid for the visitors who didn't buy.

Shopify admin → Analytics → Reports → "Online store conversion rate", set to the last 30 days. Shopify computes it for you as orders divided by sessions, so there is nothing to work out. The same Reports screen holds the other two measurements this calculator needs: "Sessions over time" and "Average order value".

Sessions. One person who browses six pages is one visitor making one decision, so pageviews would inflate the visitor figure by whatever your catalogue tempts people to click and make the resulting gap look far larger than it is. Sessions is also the denominator Shopify already uses for its conversion rate, so the two numbers stay consistent with each other.

Use what the customer actually paid you, shipping included if they paid it, because that is the money that arrived. What you should not do is deduct cost of goods here. This measures the revenue gap, not the profit gap; mixing the two gives you a number that is neither, and your margin belongs in the decision about what the fix is worth, not in the size of the prize.

Not necessarily, and it is more common than store owners expect. Plenty of healthy stores sit under 1%, particularly with higher prices, considered purchases, or cold paid traffic. A low rate is a reason to look at what happens after the click, not evidence that the product or the business is wrong. The calculator exists to size that gap, not to grade you.

We will not tell you, and the target slider is left for you to set for exactly that reason. Nothing on this page knows your product, your margins, your traffic quality or your market, so any specific percentage we named would be invention. Move it to a rate you would believe from your own store on a good month, and treat anyone who hands you a promised number without opening your store as a salesperson rather than a strategist.

Because the right-hand column is meant to show a better month, and if the target dropped underneath the current rate the "fixed" figures would come out lower than today and the gap would go negative. That reads as a downgrade rather than an opportunity, so the slider clamps at whatever you have entered as your rate today.

Because it is the honest version. Compounding it, or adding assumed growth, would turn arithmetic into a projection and this page deliberately makes no projections. Twelve identical months is not what will happen, but it is a transparent way of saying that a monthly leak does not stop being a leak in December, and none of those months comes back.

No. It multiplies visitors by a conversion rate by an average order value, and that is the whole calculation. If returns are a meaningful share of your revenue, enter a net average order value instead of a gross one and the output will follow. The calculator is deliberately simple enough that you can check it yourself with a phone calculator, which is the point.

No. Nothing here is a promise, a projection or a guarantee, and we do not give those. What the number gives you is the size of the prize — how much is riding on the gap — so you can decide whether the problem deserves attention. Sometimes the honest answer is that it does not, and finding that out for free is a good outcome.

Decide whether it is worth an afternoon. If it is, the missing half is where the leak actually is, which arithmetic cannot tell you. The free CRO audit is a five-minute video recorded on your real store showing the specific places attention and confidence are being lost, with the fixes ranked by impact against effort. No call, no obligation, and the roadmap is yours whether you hire us or not.