What is a Good Conversion Rate?

Let’s talk conversion rates. I’m often asked (especially when running paid ads), is there a universal or standard conversion rate that applies across all industries or businesses?

The short answer is, no. A desirable conversion rate can vary significantly based on factors such as the industry, the type of product or service, the sales cycle length, and the specific goals of the marketing campaign.

Here are a few points to consider:

1. Industry Variation: Different industries may have different average conversion rates. For example, e-commerce websites might have conversion rates in the range of 1% to 5%, while industries with longer sales cycles, such as B2B (business-to-business) services, might have lower conversion rates.

2. Type of Conversion: The definition of a conversion can vary. For some businesses, a conversion might be a completed sale, while for others, it could be a sign-up, download, or another specific action. The type of conversion being measured will influence what is considered a good conversion rate.

3. Benchmarking Against Competitors: Marketers often look at their own historical performance and compare it to industry benchmarks or competitors. This can provide context for evaluating the effectiveness of their campaigns.

4. Marketing Channel: Different marketing channels (e.g., social media, email, paid advertising) may have different average conversion rates. Marketers often assess the performance of each channel separately.

5. Target Audience: The characteristics and behaviors of the target audience can impact conversion rates. Understanding the preferences and behaviors of the specific audience being targeted is crucial.

6. Funnel Stage: Conversion rates can vary at different stages of the sales or marketing funnel. For instance, the conversion rate from website visitors to leads might be different from the conversion rate from leads to customers.

Instead of relying on a universal benchmark, it’s often more valuable for marketers to set their own benchmarks based on their specific business context, goals, and historical performance.

Regular monitoring, testing, and optimization can help marketers improve conversion rates over time.

Additionally, what’s considered a good conversion rate can evolve as market conditions change and new technologies or strategies emerge.