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Website Conversion Rate Benchmarks - What They Are And How To Use Them


What is Website Conversion Rate?

When you’re doing a deep dive on how well your site is performing, understanding your website conversion rate can be an invaluable tool.

Conversions can represent anything from a purchase being made to a newsletter sign-up or even filling out an online form. It essentially functions as the key metric for gauging whether or not your website is achieving its purpose, whatever that might be.  

Conversion rates are calculated by dividing the total number of conversions by the total number of visits or website sessions performing a desired action.

The result is expressed as a percentage, and indicates the overall effectiveness of your website or specific areas such as landing pages, search results, navigation, product lists and individual products.

For example, if 100 people visited a product page on your site and 10 made a purchase, then you would achieve a 10% average conversion rate for that page.

Similarly, if you measured the conversion rate of your entire website and found that out of every 1000 visits 5 were converted into customers then you would have a 0.5% conversion rate.

By understanding how many visitors get converted into paying customers (or registrations, subscriptions etc), businesses can more effectively target their online strategies to boost conversions in order to grow their business if these numbers fall below industry averages.

Website conversion rate can be used to measure overall performance against KPIs set at an individual page level or across different channels such as:

* Organic search

* PPC campaigns

* Social media etc.

In addition it can also be used to benchmark performance against industry standards over time to see how well an organization is doing compared to competitors or similar industries.

How To Calculate Your Website Conversion Rate

Calculating the conversion rate of your website is essential for measuring the success of your digital marketing efforts. It enables you to understand how well your content, design and user interface are delivering desired results and informs decisions about how to refine and optimize your online presence.

Website Conversion Rate Formula

To calculate the conversion rate of a website is Conversions / Visitors x 100, where conversions’ refers to the number of desired actions achieved by website visitors, such as clicks through to sales pages, or sign ups for a newsletter.

‘Visitors’ refers to the total number of people who have used your site within specified parameters such as during a certain period or within certain geographies.

Measuring conversions for different pages on your site can help you identify areas where there is room for improvement – for example if more people seem to be accessing product pages than making purchases from those pages.

You can then focus on optimizing content or design elements in these areas to try and drive conversions – such as adding additional sales incentives or streamlined checkout processes to additionally increase revenue.

Use various analytics tools available, such as Google Analytics, Hotjar or Crazy Egg,  along with split testing techniques, to track changes in user engagement metrics over time as you make alterations. This is especially useful for online retailers.

Website Conversion Rate Benchmarks

Conversion rate benchmarks are important metrics to measure the success of your website. It provides you with an idea of how well your website (or online store) is doing in converting visitors into leads, customers, or subscribers.

Understanding your website's conversion rate benchmarks is a key part of determining the effectiveness of your website and whether or not it is meeting your growth goals and producing high conversion rates from your traffic source.

In this article, we will discuss the importance of conversion rate benchmarks and how to find the best conversion rate benchmark to improve your website.

Sales Conversion Rate By Industry

Website conversion rates by industry provide marketers with a reference point for measuring their own website’s performance. Companies should be aware that conversion rate benchmarks vary by industry, making these benchmarks important to consider when assessing performance.

Here is a list of average conversion rates in different industries, according to UnBounce:

* Agencies – 2.4.%

* Real Estate – 2.6%

* SAAS – 3.0%

* Family Support – 3.4%

* Business Services – 3.5%

* Medical Services – 3.6%

* Home Improvement – 3.8%

* Travel – 4.8%

* Events And Leisure – 5.2%

* Ecommerce - 5.2%

* Legal – 5.4%

* Fitness & Nutrition – 5.6%

* Education – 5.8%

* Finance & Insurance – 6.2%

* Media & Entertainment – 7.9%

* Catering & Restaurants – 9.8%

Source: UnBounce

Note: Conversion rates among various companies can vary greatly based on factors such as website layout, customer segmentation, ad targeting, etc, so these numbers should be used as an approximation of best practices rather than an absolutistic metric to judge success or failure against.

Conversion Rate Benchmarks in 2022

The following are current industry-specific conversion rate benchmarks for 2022, allowing you to understand how your performance measures up against that of other businesses within each industry:

* E-Commerce – Average Conversion Rate: 2-3%

* B2B – Average Conversion Rate: 8-10%

* Lead Generation – Average Conversion Rate: 15-20%

* Retail – Average Conversion Rate: 0.5-2%

* Downloads/Free Trials – Average Conversion Rate: 10-20%

* Newsletters & Content Marketing – Average Conversion Rate: 5-10%

Being up to date with the current benchmark along with conversion data for each respective industry can help inform and guide your strategy, enabling you to make informed decisions aligned with your conversion goal. You will know exactly where to focus your efforts and how best to allocate resources for the year 2023.

How To Improve Conversion Rate

Even though average website conversion rates fluctuate greatly, there are strategies that you can use to successfully improve your website’s performance. This is called conversion rate optimization. Here are some strategies to improve your website’s conversion rate:

Optimize Your Landing Pages

The content on your landing pages is one of the biggest factors in conversion rates, as it will determine whether unique visitors become leads or not.

There are key elements that must be present to ensure your site visitors (mobile users and desktop) have a positive experience on your landing page and are motivated to follow the call-to-action.

* Headline: Create an attention grabbing headline that immediately captures the visitor’s attention and communicates your offer with clarity. Make sure you have killer copy.

* Images and video: Include visuals such as images, videos or diagrams to explain complex ideas in simple terms, convey brand values and build trust.

* Forms: Design concise forms (especially for mobile phones) that are mobile and user friendly; ask for less information to increase the likelihood of completion.

* Call-to-Action (CTA): Use clear copywriting to provide clear direction and focus the user’s next action; experiment with different CTA placements for maximum impact.

* Testimonials & Reviews: Take advantage of 3rd party credibility by including customer reviews or social proof; people are more likely to trust others than advertisements.

* Analytics & Reporting: Use Google Analytics and reports to monitor user behavior in order to identify opportunities for optimization and make data-driven decisions.

According to Word Stream, the average landing page conversion is about 2.35 %. That being said, top performers go up to 25%! So you know there is work to be done!

Improve Your User Experience

One of the most important strategies when it comes to improving your website’s conversion rate is to ensure the user experience is enjoyable and satisfying.

A key concept of user experience design is that of “visual hierarchy,” which describes how elements on a page work together to guide users through the page, signaling what’s most important and directing users not only to take action but also to remember it. This makes the customer journey a much more enjoyable time.

On every page, provide evidence that supports why potential customers should complete the call-to-action. Chunk any important information into easily consumable pieces; this includes presenting content in a visually attractive manner that does not distract from where you want users to take action.

This ultimately can lead to higher conversions and higher average order value.

In addition, paying attention to navigation patterns will also help improve user experience and make it easier for visitors to find what they are looking for without having to click around extensively.

Make sure navigation options are organized in a way that makes intuitive sense, with different categories leading easily one after another towards completing their desired task.

This should be combined with high-quality content which both explains how different parts of the site work together while at the same time introducing new customers or assisting existing ones with their tasks faster for increased conversion.

By implementing these practices within your website design, both new and returning visitors will look forward to engaging with your business due to a smoother user experience – ultimately leading them closer towards reaching an end goal such as converting into customers on e commerce websites.

Invest in A/B Testing

A/B testing is one of the most effective ways of optimizing a website’s conversion rate. It involves testing two variations of a web page against each other to see which performs better. A/B tests are incredibly useful because they allow you to identify whether specific elements of your website, such as headlines, copy, images or call-to-action buttons, are impacting its overall performance.

By A/B testing different versions of your web pages, you can refine the design and messaging so that it speaks to visitors more effectively.

Additionally, you can use A/B testing to help determine the best times for releasing new products or promotions on your website, as well as the best prices for goods and services.


1. What is a good website conversion rate?

The average website conversion rate varies widely by industry. If you're not sure what a "good" website conversion rate is for your particular business model, a good starting point is to compare your current website performance to industry benchmarks.  

To begin with, businesses can measure their success using five key metrics: visitor-to-lead ratio, overall average time spent, page and site views per session, impressions, sales web pages viewed and conversion rate.

Out of these metrics, the more important benchmark for most websites is the overall website conversion rate.

This metric measures how well each website visitor contributes to the achievement of sales and other desired outcomes – like subscribing to a newsletter or making an online purchase.

A “good” conversion rate depends on many factors like product offering, target audience size, company goals and so on.

Below are some general guidelines to consider when gauging a “good” website conversion rate:

* 2% - 3%: Average across all industries

* 1% - 5%: Good depending on the industry sector

* 5% - 10%: Very good depending on the specific sector/marketing campaign

* 10% - 15%: Outstanding level of performance

* Above 15%: Highly exceptional level of performance

2. Is 3% a good conversion rate?

In terms of metrics that businesses generally compare against for benchmarking purposes, according to Word Stream, the average global website conversion rate stands somewhere between 2%-3%.

Different industries including retail/commerce websites conversion rates range from 1-10%, with specific industry averages typically remaining between 2-5%.

So while there isn’t an exact answer as to what truly defines an effective or “good” conversion rate because this varies so much depending on industry type and other business-specific qualities – 3% falls within the standard range for many businesses considering the above factors.

3. Is a 5% conversion rate good?

An acceptable average conversion rate for most websites is around 2 to 5%. This means that for every 100 visitors to your website, two to five would convert into paying customers. These rates are considered relatively low, but are adequate enough in most cases.

If you have a higher than average conversion rate - say 7 to 8% - it likely means that you are above your industry's average and succeeding in enticing more people to become customers.

On the other hand, lower conversion rates around 1% mean that you need to make some changes in order to improve customer engagement and increase sales.

4. Is a 10% conversion rate good?

If you’re ahead of the curve and performing better than most businesses in your sector then a 10% conversion rate may indeed be considered very good.

It likely means that you are above your industry's average and succeeding in enticing more people to become customers.  

Whereas an average website Conversion Rate for an online retail store might typically hover around 3%, for example, markets such as Financial Services or Insurance might expect rates significantly lower on average. In this latter case where a 10% conversion rate would be exceptionally good given Conversion Rates are often well below 1%.

5. How to evaluate website performance for higher conversion rate?

When evaluating website performance and assessing the average conversion rate, consider these two key factors: traffic sources and site optimization.

Traffic sources can include organic search engine optimization (SEO), social media marketing campaigns, display network advertising, search ads, paid subscription campaigns, email campaigns, etc., and a successful conversion rate could be based off any combination of these catered to a particular audience.

Additionally, the technical aspects of your website – such as load time speed, graphical representation, user experience (UX) design – play a major role in micro conversions, which is why investment in site optimization could provide tremendous value for any business and make more money in the long run.

Final Thoughts

Overall, website conversion rate benchmarks provide insight into the relative performance of a website.

They give marketers a better understanding of how their website stands up compared to competitors in the same industry, and show which areas need improvement to increase conversions.

It's important to note that it is impossible to compare benchmarks without taking into consideration the unique factors that govern each website or business.

Some industries have higher levels of competition than others; some businesses have irregular seasonal demands or advertiser cycles.

Therefore, although general benchmarks can be helpful when trying to understand the performance of your website, they should not be taken as a definitive measure of success or failure.

By using conversion rate benchmarks as a starting point and then leveraging key data insights, marketers can create actionable plans for improving their website performance moving forward.

That said, there are many variables at play and this approach should always be combined with careful testing and tracking over time in order to continue optimizing for success.

About the Author


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Hi, I'm Bart Magera.
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