Landing Page ROI Calculator
Landing page ROI from design, build, ad and tool costs, visitors, conversion rate and order value over 1 to 60 months, with payback and the LTV:CAC ratio. How it works
Use the Landing Page ROI Calculator
About the Landing Page ROI Calculator
Landing page ROI is net profit divided by total costs. With $4,000 of design and development, $1,000 a month of ads and tools, 5,000 visitors a month converting at 2% and a $60 order, 12 months return +350.00%: $72,000.00 of revenue against $16,000.00 of costs. Revenue counts the first order of each conversion only, and LTV is used for the LTV:CAC ratio, never added to revenue.
ROI by conversion rate, example costs over 12 months
| Conversion rate | Conversions a month | Total revenue | Net profit | ROI | Payback |
|---|---|---|---|---|---|
| 0.44% | 22 | $15,840.00 | -$160.00 | -1.00% | 13 months |
| 0.45% | 22.5 | $16,200.00 | $200.00 | +1.25% | 12 months |
| 0.5% | 25 | $18,000.00 | $2,000.00 | +12.50% | 8 months |
| 1% | 50 | $36,000.00 | $20,000.00 | +125.00% | 2 months |
| 2% | 100 | $72,000.00 | $56,000.00 | +350.00% | 1 month |
| 3% | 150 | $108,000.00 | $92,000.00 | +575.00% | 1 month |
| 5% | 250 | $180,000.00 | $164,000.00 | +1,025.00% | 1 month |
Design $1,500, development $2,500, ads $900 and tools $100 a month, 5,000 visitors a month, a $60 order, 12 months: total costs $16,000.00 in every row. At 5% the page adds a note that an ROI above 1,000% is unusual.
The same costs at 1,000 visitors a month, by analysis period
| Months | Total costs | Total revenue | Net profit | ROI |
|---|---|---|---|---|
| 1 | $5,000.00 | $1,200.00 | -$3,800.00 | -76.00% |
| 3 | $7,000.00 | $3,600.00 | -$3,400.00 | -48.57% |
| 6 | $10,000.00 | $7,200.00 | -$2,800.00 | -28.00% |
| 12 | $16,000.00 | $14,400.00 | -$1,600.00 | -10.00% |
| 24 | $28,000.00 | $28,800.00 | $800.00 | +2.86% |
| 36 | $40,000.00 | $43,200.00 | $3,200.00 | +8.00% |
20 conversions a month bring $1,200.00 against $1,000.00 of monthly costs, so the $4,000.00 one-time cost is paid back in 20 months in every row. For a period shorter than that the page notes that payback comes after the end of the period.
Frequently asked questions
- How do you calculate ROI for a landing page?
- Add the one-time costs (design and development) to the monthly costs (ads and tools) times the months, work out revenue as visitors × conversion rate × average order value × months, and divide the net profit by the total costs. With the example figures that is $56,000.00 ÷ $16,000.00 = +350.00% over 12 months.
- What conversion rate does a landing page need to break even?
- With the example costs, 5,000 visitors a month and a $60 order over 12 months, between 0.44% and 0.45%. At 0.44% the page shows a net loss of -$160.00 (-1.00%) and payback in month 13; at 0.45% it shows $200.00 of profit (+1.25%) and payback in 12 months.
- How is the payback period calculated?
- One-time costs ÷ (monthly revenue − monthly costs), rounded up to a whole month. At 1,000 visitors a month the example earns $1,200.00 against $1,000.00 of monthly costs, so $4,000.00 takes 20 months. When monthly revenue does not cover the monthly costs the page shows Not reached, and with no one-time costs it shows No up-front cost.
- Do LTV and CAC change the ROI?
- No. Customer lifetime value (LTV) and customer acquisition cost (CAC) are separate optional fields that feed only the LTV:CAC ratio; ROI, payback and net profit use the first order of each conversion. CAC is not worked out from the ad spend either: the example’s $900 of ads for 100 conversions is $9 a customer, but its CAC field holds $10. The example LTV of $120 and CAC of $10 give 12.00:1. With a CAC of $150 the ratio is 0.80:1 and the page notes that a customer costs more to win than the revenue expected from them. Leave both empty to hide the ratio.
- Does the ROI include the cost of the products sold?
- No. The whole order value counts as revenue: product costs, payment fees, refunds and tax are not taken off. For a profit-based ROI enter the margin per order as the average order value (AOV). In the example, a $24 margin instead of the $60 order gives +80.00% and payback in 3 months.
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