What is a good conversion rate for a website?
TL;DR
The average website conversion rate is 2-3%. E-commerce averages 2.5%, lead-gen sites 3-5%, SaaS landing pages 7%+. Anything above 5% for a small business site is strong. Below 1% means there is a problem.
Detailed answer
- 1.E-commerce: 2.5% average, 5%+ is top quartile.
- 2.Local services (lead form): 3-5% average.
- 3.SaaS landing pages: 7-10% average.
- 4.B2B lead-gen: 1-2% to a contact form, 5-10% to a free resource download.
- 5.Mobile conversion typically lags desktop by 30-50%.
Common mistakes
- 1. Tracking conversion rate without segmenting by traffic source.
- 2. Ignoring micro-conversions (email signup, add-to-cart).
- 3. Comparing your rate to another industry's benchmark.
What to do instead
Segment your conversion rate by source. Organic search converts at 4x the rate of cold paid social for most businesses — your blended number hides this.
Set up funnel analytics (Google Analytics 4 or Plausible) so you see where visitors drop off. Optimizing the worst step usually unlocks the biggest gain.
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