diff --git a/src/wagtail_personalisation/rules.py b/src/wagtail_personalisation/rules.py
index e30f589f..ddd56567 100644
--- a/src/wagtail_personalisation/rules.py
+++ b/src/wagtail_personalisation/rules.py
@@ -66,7 +66,7 @@ def description(self):
     def hit_percentage(self):
         percentage = round(Decimal(
             (self.hit_count / self.visit_count) * 100
-        ), 2)
+        ), 2) if self.hit_count > 0 else 0
         return '%d' % percentage
 
     @property