What is Website Conversion Rate?
Broadly defined, the website conversion rate shows the percentage of website visitors that take a desired action on your site. This action converts them from visitors to leads (or customers). The desired action might be downloading an ebook, signing up for a trial, completing a purchase, subscribing to a course, downloading a mobile app, booking a demo, or something else.
How to calculate Website Conversion Rate:
(#) conversions / (#) of website sessions = (%) Website Conversion Rate
Calculating your website conversion rate is straightforward as long as you know what a ‘conversion’ is for your site. Simply divide the number of conversions by the number of website sessions to determine your website conversion rate.
If you have multiple conversion opportunities (e.g. downloading an ebook, signing up for a webinar, and subscribing to an email list), then you can calculate this metric two different ways: 1) separately for each conversion using only the sessions from the specific page(s) the offer is listed, or 2) all the conversions combined using all the sessions for the entire website.
Pros:
This metric is helpful in determining how well optimized your website is and shows potential opportunities for greater sales. A higher conversion rate generally means three things: 1) you’re attracting the right audience for your product/service; 2) your copy and messaging/calls to action/graphics/etc. resonate with your audience; and 3) you’ve made the user’s journey easier, more intuitive, and more compelling. Improving your conversion rate starts by improving the user experience.
A lower conversion rate could be caused by a variety of issues including a slow page load time, a broken form, irrelevant or boring copy, attracting the wrong audience, or not enough perceived value in your offer.
Cons:
If your session numbers are low, then you shouldn’t get too caught up in website conversion rate as it’s not a strong enough sample of data to accurately determine the impact of various changes. Instead, focus on increasing sessions before getting caught up in conversion rates.
Relevant Marketing Metrics and KPIs:
If you’re adding Website Conversion Rate to your marketing dashboard, you might want to also consider tracking these related marketing metrics for context.
Industry Benchmarks
Website conversion rates have quite a bit of variance depending on the industry and business model. Generally though, ecommerce conversion rates are lower coming in between 1.84% and 3.71% - while the average conversion rate across industries ranges between 2.35% and 5.31%.
Mobile apps are in a category all their own with even more divergence between conversion rates depending on the category. On average though, mobile app store pages have an estimated conversion rate of 26.4%.
| Type of Business/Industry | Estimated Average Website Conversion Rate Benchmark |
| Ecommerce | 1.84% - 3.71% |
| B2B | 2.23% - 4.31% |
| Average Across Industries (mobile app excluded) | 2.35% - 5.31% |
| Mobile App Store Page | 26.4% |
Additional Notes:
It’s worth noting that conversion rates will vary massively depending what the conversion is. For example, the conversion rate for downloading a free piece of content is likely to be higher than it will be for a paid purchase. It’s best to track different types of conversions separately using a tool like goals in Google Analytics.
FAQs
Calculating your website conversion rate is straightforward as long as you know what a 'conversion' is for your site. Simply divide the number of conversions by the number of website sessions to determine your website conversion rate.
What is a good conversion rate for a website? ›
But what is a good conversion rate? Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.
How do you calculate KPI conversion? ›
Conversion rate is the percentage of website visitors who completed a conversion. In all simplicity, you calculate conversion rate by dividing the number of conversions with the number of visitors. This central KPI measures the performance of your campaigns and landing pages.
What is the KPI for website conversion rate? ›
Calculating your website conversion rate is straightforward as long as you know what a 'conversion' is for your site. Simply divide the number of conversions by the number of website sessions to determine your website conversion rate.
Is 30% conversion rate good? ›
The companies with the most success tend to convert at around 20-25%. And the very cream of the crop achieves conversion rates of 30% or higher. But, in a lot of respects, these numbers are arbitrary. You'll get a lot of “expert advice” on the number that will show success or not.
What is KPI cost per conversion? ›
Cost Per Conversion is the average amount spent on advertising campaigns to achieve a single conversion, such as a sale, sign-up, or other desired action. This metric helps evaluate the efficiency and profitability of a campaign.
What is a retail KPI conversion rate? ›
To calculate it, you need to take the total number of sales completed during a given period, divide that by the total number of visitors during that same period, then multiply the result by 100. For example, if 600 people visit your store in one day and 60 make a purchase, your retail conversion rate would be 10%.
What is the KPI for quotation conversion rate? ›
The KPI measures the percentage of the net value of order items that have been converted from a quotation item, based on the total net value of quotation items. The KPI is calculated at the item level of a quotation. The KPI only considers quotation items that meet the following criteria: Net value >0.
What is the formula for site conversion rate? ›
FAQs Around Conversion Rate Calculation
Conversion rate is measured by dividing the number of completed desired actions, such as purchases or form submissions, by the total number of visitors to a website or participants in a marketing campaign and then multiplying the result by 100 to express it as a percentage.
How do I test a website conversion? ›
To conduct a successful conversion test selling online only, it's important to set clear goals and objectives, choose the right testing tool, develop testable hypotheses, identify common test examples objects create test variations, run the test and collect data, and analyze results – read on to learn more about each ...
An approved rating is from 3.50, 'good' is from 4.00, and 'very good' is 4.20 or higher.
What is a good conversion rate? ›
Generally, a 10% conversion rate is considered to be good, but it can vary depending on the product, industry, and other factors.
What is an example of a sales conversion rate? ›
Calculate Your Sales Conversion Rate
For instance, if you had 100 leads and 10 of them made a purchase, your conversion rate would be 10%. This fundamental calculation lays the groundwork for evaluating and optimizing your sales performance.
Is a 7% conversion rate good? ›
This will vary highly based on the market and the types of customers you're targeting. For the B2B software industry, it's been said that 7% is a strong conversion rate, and it's been suggested that marketers shoot for somewhere in the 5-10% range.
Is 20% a good conversion rate? ›
Answer: A 20% conversion rate is considered exceptional in most industries. However, a "good" conversion rate varies depending on factors like industry, product, target audience, and marketing strategy.
Is 0.5% conversion rate good? ›
Average ecommerce website conversion rate benchmarks
If you have below 0.5%, you likely have room to improve, and if you are above 3.3%, you have a very good ecommerce conversion rate—in the top 20% of all Shopify stores.
Is a 1% conversion rate bad? ›
So, anything below 1.3% is considered below average - or put another way - in the bottom 50% of stores when it comes to purchasing conversion rates.
