Everyone wants a number: is my conversion rate good? The honest answer is that it depends on your traffic, your offer and what you count as a conversion. That is unsatisfying, so here are the rough benchmarks anyway, along with the better question to ask about your own site.
The rough benchmarks
Most small business and ecommerce sites convert somewhere between one and three percent of visitors into an enquiry or a sale. A focused landing page matched to a specific campaign can do considerably better, and a broad, untargeted site can do worse. These ranges are useful as loose context and misleading as targets, because a two percent rate on the right traffic can be worth far more than a five percent rate on the wrong traffic.
Why your own trend matters more
A generic average cannot tell you much, because it hides enormous variation in what the sites sell, how good their traffic is, and what they count as converting. The measure that actually helps is your own rate over time. Compare this quarter to last, watch what happens when you change something, and judge the site against itself rather than against a number from a report about businesses nothing like yours. That starts with measuring it properly, which we cover in the website metrics that matter.
What actually moves it
- A clear offer, so the visitor understands what you want them to do and why.
- Traffic that matches the page, rather than the right message shown to the wrong people.
- A fast site, because every second of load costs you visitors before they even see the offer.
- An obvious call to action, repeated, without competing distractions.
- Trust: reviews, real results and anything that makes the promise believable.
- Less friction in the form or checkout, since every extra field loses a few more people.
The short version. A good conversion rate is loosely one to three percent for most sites, but the benchmark matters less than your own trend. Measure it properly, improve the offer, speed, clarity and trust, and judge the site against itself.
If people arrive and do not act, that is fixable. See how we approach conversion, or read why your website is not getting enquiries.
