What's a conversion lift actually worth?
Doubling conversion rate is the same as doubling ad spend — except you pay for it once instead of every month.
Your numbers
After COGS, shipping, fees, discounts, and returns.
Relative lift. Our programs average +137% over 12 months; 30-40% is a realistic first-year figure.
Used to price the equivalent traffic you'd have to buy instead.
Additional annual profit
$152,410
From lifting conversion to 2.16% — with zero additional ad spend.
Extra orders / month
252
Extra revenue / month
$30,240
Cost to buy the same orders with ads
$453,600/yr
You'd need roughly 15,750 more visitors a month at $2.40 per click.
A 35% conversion lift is worth about $152,410 in annual contribution. Buying that same order volume through paid traffic would cost roughly $453,600 a year — every year. The conversion work is paid for once.
This is the whole CRO argument in one comparison: conversion improvements compound across every channel simultaneously and don't recur as a monthly cost.
Calculated in your browser — nothing is sent anywhere, and nothing is stored.
The maths, so it isn't a black box.
It applies a relative lift
A 35% lift on a 1.6% conversion rate gives 2.16%, not 36.6%. Relative is how conversion improvements are normally quoted and how test results are reported.
Profit uses contribution margin
Extra orders multiplied by contribution per order, not by revenue. Revenue-based figures overstate the value of a lift by whatever your cost structure is.
It prices the paid-traffic alternative
The same order volume bought through additional traffic at your current cost per click and conversion rate. This is the comparison that makes the CRO case.
The asymmetry is the point
Conversion work is paid for once and improves every channel simultaneously. Buying the equivalent through traffic is a cost that recurs every single month, forever.
Questions about this calculation
Our testing programs average +137% over 12 months, but that's cumulative across many tests. For a first-year estimate, 25–40% is realistic for a site that hasn't been optimized before. If you're already testing systematically, assume less.
Terms used here
Other calculators
Where we do this work
We'll build this model on your real data.
A free 30-minute teardown where we build your contribution margin model from actual figures and show you where the funnel leaks. Yours to keep either way.