What Is A Good Conversion Rate?

Conversion rate is an important element in your paid search strategy. Conversion rate optimization helps you to maximize every penny you spend by getting you that sweet spot that convinces a good percentage of your potential consumers to take certain actions on your site.  So what is a good conversion rate?  To know your conversion rate is to know how many visitors or users completed a particular action on your website or app. The action might include purchasing a product or service, signing up for a membership or subscription, and other things. 

Your conversion rate can vary between products and pages. It is an essential factor for measuring the success of your marketing strategy. Just as your conversion rate varies across your product and pages, knowing what a good conversion rate also varies from industry to industry. When it comes to knowing whether or not your conversion rate is where it needs to be, then you must consider several factors. In general terms, a good conversion rate is between 2% and 5%. 

It has been said that industry plays a vital role in determining how good your conversion rate is. For instance, the rate of a finance site is much higher than that of an eCommerce site so you can’t compare the two. 

We all want to compare ourselves against the competition to know the best conversion rate and benchmarks are usually the best way to do it. Conversion rates vary across different industries. To know a good conversation rate for your business, try picking out your best and your worst landing pages, compare them by content, layout, and other key elements, and use what you find to understand exactly what motivates your consumers to buy.

How to Optimize Conversion Rate?

There are a lot of variables that play into your website conversion rate. For instance, mobile optimization, site navigation, page load time, UX design copywriting, and the like can significantly influence how your potential client takes action. Some B2B companies average 2.23% conversions as a whole and the top 25% of B2B companies maintain an average of 4.21%. while the top 10% produces an 11.70% conversion rate. looking at these conversions, you can see the differences between the top 10% and the overall median of all B2B websites.

Now, what does this mean for your business? If you are indeed converting 2.23% of your leads, unique visitors, and sessions, then you are definitely on pace for growth. But if you are lower than that number, it is crucial to improve as fast as possible. Even if your rate is steady at around 10%, there is no need to get too comfortable there is still room for improvement.

Another feasible way to know a good conversion rate is to measure the efficiency of your conversion rate and compare them over time. To achieve this, you need to track your past conversion rates. Google Ads, Twitter Ads, and Facebook Ads will allow you easily track your conversions. But to make your conversion tracking more manageable, then you can try to work with a web developer. Track your conversions regularly to identify the strategies that are working and the ones that are not.

It is also important to consider the prices of your specific product and services if you are trying to find out whether your conversion rate is reasonable enough. Higher-priced items produce lower conversion rates while lower-priced items produce higher rates.  Let’s look at it this way, a laptop is considered a higher-consideration product which means that a potential customer is more likely to still shop around rather than purchase on the spot.

However, this does not mean that cutting the prices will automatically boost your conversion rate on products. There are many factors involved, higher priced items come with lower variance than low-priced items.

Everybody wants a high-converting and efficient website that generates the biggest traffic. Knowing a good conversion rate and improvising it in your business will go a long way to bringing your site to the limelight. 

Conversion rates are an effective way of comparing the performances of multiple advertising channels. Good conversion rates are particularly important because they can measure the success of each campaign made. Conversion rate analysis can reveal the channels that are most effective on your site. 

There are a few basic formulas for finding your conversion rate. But the one that works best for you will depend on what you define as the conversion event and how you intend to measure it. Notwithstanding, the numerator will represent your conversions which are determined by your conversation rate goal. The denominator will be the measure of your total pool of traffic, and this usually includes leads, unique visitors, and session counts.

A particular percentage will represent your conversion rate. For instance, if your site has 60,000 visitors and 2,000 of those visitors were able to fulfill your desired action. Then the rate will be 4%.

Now a retail conversion rate is the percentage of people that visit your site and leave with a purchased product. This is calculated by dividing the total number of people who purchased your product from your overall traffic pool and multiplying it by 100.

Retail conversion rate is mostly confused with eCommerce conversion rate which is the total percentage of people who visit your eCommerce store to shop. 


Conversion rate is a valuable marketing metric. And understanding conversion rate, and knowing a good conversion rate that works for you are all important. It does not matter if you have a small business or large business it all comes down to one goal which is getting enough traffic to your site and building a high conversion rate. 

Improving your conversion rate also gets your site more sales, if you can double your conversion rate, technically you double the value of your ad spend. By constantly identifying new conversion goals, knowing areas where your conversion rate can be improved, and putting in new ideas and tests, you can continuously improve the performance of your website.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.