.png){kind=small}
What is Website Conversion?
A website conversion is when a visitor completes a desired action on your website, such as making a purchase, filling out a form, or signing up to a mailing list.
We’ll talk about good conversion rate percentages, but before that, you should also know that website conversions divide into two:
Micro Conversions
A micro conversion is a conversion that gets you a step closer to your end goal or, in other terms, macro conversion. They are events that occur before macro conversions. Subscribing to a newsletter and downloading an e-book are some examples of micro-conversion.
Macro Conversions
Macro conversion occurs when an end goal such as a sale or obtaining a new paid subscription is achieved.
What is a Good Website Conversion Rate?
Wondering “what is a good website conversion rate”? Let us tell you.
An average conversion rate for a website is between 2 percent and 5 percent. Website conversion rates higher than 5% are considered to be “good” or above the average. Moreover, top brands in many sectors enjoy much better results than 5 percent.
Note that conversion rates vary depending on;
- Type of industry (technology, information, finance, legal, etc.)
- Conversion goal (email signups, checkouts, ad clicks, etc.)
- Audience demographic (occupation, income, age, etc.)
You might like: 8 Best Website Builder For Small Business.
Average Website Conversion Rate by Industry
What is an average website conversion rate?
Conversion rate averages for websites highly differ based on the industry. Even though the average website conversion rate is 2%-5%, some industries like finance drive higher results.
As you can see from the table above, e-commerce websites have lower conversion rates, especially when compared to top-tier finance. B2B websites are also on the higher side, particularly when you look at the top tier.
It’s essential to consider your industry when figuring out where your business stands in terms of conversion rates. For example, while achieving a 6.25% conversion rate can place you among the top-tier e-commerce sites, it would be considered a below mediocre percentage for the finance industry.
Average Website Conversion Rates for Ecommerce Sites
The average e-commerce conversion rate is 2 percent to 4 percent. Conversion rates for online retailers can also vary in itself depending on the retail sector, competition, and demand.
Here’s a breakdown of e-commerce website conversion rate by industry:
The table above shows how average e-commerce website conversion rates may differ based on what they are selling. An online store selling pet care products can expect a higher conversion rate than a store that sells sports items.
Looking at the industry average can prove useful, but I’d recommend developing a better and detailed understanding of what’s happening when users interact with your website. This way, you can also get a clear insight into how you can improve the user experience, hence the conversions.
Website Conversion Rates by Device Type
A report on conversion rates based on device by Statista shows that;
The conversion rate of global shoppers is highest on tablets with 3.41%, while smartphones lag with a conversion rate of 1.86%.
How to Calculate Website Conversion Rate
To calculate your website conversion rate, divide the total number of conversions on your website by the total number of visitors, then multiply the result by 100.
Website conversion rate formula:
Number of conversions / Total number of visitors X 100 = Conversion Rate
If you want to identify what might be lowering your conversion rate, we have a free conversion rate optimization checker tool for you. 👇
Why You Need to Measure Your Website Conversions
Your conversion rates go beyond just numbers and percentages. It’s not just about how much revenue you make. In fact, conversion rates can tell you a lot about your website and product.
Here are two reasons why you need to measure your website conversions:
1. Better Understand UX
Understanding how users experience your website, identifying what works and what causes issues or loss of conversions are vital to prioritize the right changes and optimizations.
Your website conversion rate can give you a hint about the user experience.
- A low conversion rate might be an indicator of poor user experience. It’s best to test and identify the blockers and issues users are experiencing, then optimize them. This can give your conversions a boost as well.
- A high conversion rate shows that you are doing something right (🥳). Identify the highest-converting points in your customer journey and apply the same, if applicable, to other parts of your site.
2. Understand Your Customers
Conversion rates can help you figure out what your customers want and don’t want, what they like about your site or site. For example;
- A low conversion rate on a product or pricing page might indicate that you need to clarify the pricing, features or explain the benefits in detail to the users.
- A high conversion rate on your landing page CTA might show that you have done a great job with the copy and design to persuade users to take the desired action.
Wrap-up
There are many ways to optimize your website conversion rates, from a better design to convincing CTA. In fact, we can break the steps of CRO into three:
- Figure out what drives customers to your website
- Identify what might cause potential customers from converting
- Find what convinces them to take the desired action
When you follow these steps, you’ll understand what contributes to your conversions and what undermines them. This way, you can draw an actionable CRO strategy for the future.
Suggested articles:
Frequently Asked Questions
Is a 30% conversion rate good?
Is a 30% conversion rate good? A 30% conversion rate is exceptionally good in most website contexts and is far above the typical “good” range of about 2% to 5% for many industries, which is why you should double-check what you’re measuring and who you’re measuring it on; for example, a 30% rate can be realistic for a highly targeted micro conversion (like an email signup from warm traffic, returning visitors, or a limited-time webinar registration), but it’s extremely rare for a macro conversion like an eCommerce purchase across broad, cold traffic. If you’re truly seeing 30% on a core business goal, it usually indicates a very qualified audience (e.g., existing customers, strong brand demand, or a narrow niche), a low-friction offer (free trial, demo request, or lead form with minimal fields), and strong alignment between the traffic source, landing page message, and call to action; it can also be inflated by tracking issues (duplicate events, counting clicks instead of completed actions, or excluding large portions of traffic). The best way to judge “good” is to compare against your industry, conversion goal, and traffic source, and then validate tracking and look at downstream quality (revenue per visitor, lead-to-customer rate, and refund/cancel rates).
Is a 3% conversion rate good?
Is a 3% conversion rate good? Yes, a 3% conversion rate is generally considered good because it sits comfortably within the common benchmark range of 2% to 5% for many websites, and for some categories—especially eCommerce—crossing 3% can be a strong sign that your product-market fit, pricing, and checkout experience are working well. That said, “good” depends on what the conversion is (a purchase is harder than an email signup), where the traffic comes from (brand search and email lists usually convert higher than display ads or social), and your industry norms (finance and some B2B lead-gen funnels can exceed this by a lot, while many stores and legal sites may see lower averages). To evaluate 3% properly, look at the context: device split (mobile often lags desktop), new vs. returning visitors, and the quality of the conversion (average order value, lead quality, and close rate). If 3% is your purchase conversion rate on mixed traffic, you’re likely above average; if it’s a simple micro conversion like a newsletter signup, you may have room to optimize further with clearer value propositions, fewer form fields, stronger trust signals, and A/B testing.
Is a 2.5 conversion rate good?
Is a 2.5 conversion rate good? A 2.5% conversion rate is typically “good” or at least solid because it falls within the widely cited average range of about 2% to 5%, but whether it’s truly good depends on your industry, your conversion goal, and how qualified your traffic is. For example, 2.5% can be respectable for an eCommerce purchase conversion rate on broad traffic, while it may be underperforming for a high-intent lead action such as “request a demo” from branded search or an email campaign; likewise, a 2.5% rate for a micro conversion like “download a guide” might indicate friction (unclear benefits, too many form fields) or misaligned traffic. The most useful way to judge 2.5% is to compare it against your own historical baseline and segment it by channel (organic, paid, social), device (mobile/desktop), and audience (new/returning), then confirm the conversion is tracked correctly. If you want to lift a 2.5% rate, common CRO levers include improving page speed, clarifying the offer above the fold, strengthening social proof and trust badges, simplifying forms and checkout, and running A/B tests on headlines, CTAs, and layouts.
Is 1% a good conversion rate?
Is 1% a good conversion rate? A 1% conversion rate is not usually considered “good” when compared with the common 2% to 5% average range, but it isn’t automatically “bad” because conversion rates vary heavily by industry, price point, and the difficulty of the action you’re asking users to take. For instance, a 1% purchase conversion rate may be normal for high-ticket products, luxury goods, or cold paid traffic, while a 1% rate for an email signup or a simple lead form might suggest issues such as weak messaging, poor traffic targeting, slow load times, confusing navigation, lack of trust signals (reviews, guarantees, security badges), or too much friction in the form/checkout. The key is to look beyond the single number: segment by channel and device, review on-page behavior (bounce rate, scroll depth, cart abandonment), and verify tracking accuracy. If you’re stuck at 1%, practical improvements often include tightening audience targeting, aligning ad/keyword intent with landing page content, making the value proposition clearer, reducing steps and required fields, adding proof and reassurance (testimonials, case studies, transparent pricing), and systematically A/B testing the most important pages.
What do experts say about good website conversion rate?
What do experts say about good website conversion rate? Most experts describe a “good” website conversion rate as roughly 2% to 5% as a broad benchmark, with anything above 5% often viewed as above average—while emphasizing that the right target depends on your industry, traffic source, and whether you’re measuring a micro conversion (like a newsletter signup or content download) or a macro conversion (like a purchase or paid subscription). Specialists also stress that averages can be misleading: finance and some high-intent B2B funnels can produce much higher rates, while eCommerce and legal sites may trend lower, and performance can differ dramatically between branded vs. non-branded traffic, desktop vs. mobile, and new vs. returning visitors. In practice, experts recommend focusing on incremental improvement and conversion quality, not just the percentage—tracking revenue per visitor, lead-to-customer rate, and lifetime value alongside conversion rate to ensure you’re not optimizing for low-value actions. They also commonly advise building a measurement foundation (clean analytics, consistent definitions, event deduplication), then using CRO methods like user research, funnel analysis, heatmaps/session recordings, and A/B testing to remove friction, strengthen trust, and better match visitor intent with a clear, compelling offer.
What is Average website conversion rate by industry?
What is Average website conversion rate by industry? Average website conversion rates differ substantially by industry because user intent, trust requirements, and purchase complexity vary, but a general cross-industry benchmark is about 2% to 5% overall, with some sectors consistently higher or lower. Based on the industry breakdown in the post, eCommerce tends to be lower (roughly 1.84% at the low end, around 3.71% mid-tier, and about 6.25% for top performers), B2B is often higher (about 2.23% low end, 4.31% mid-tier, and up to 11.70% top tier), legal can be mixed but frequently lower at the bottom (around 1.07% low end, 4.12% mid-tier, and 6.46% top tier), and finance commonly leads due to high-intent traffic and strong value exchange (about 5.01% low end, 11.19% mid-tier, and up to 24.48% top tier). These ranges are best used as directional benchmarks, not fixed targets, because conversion goals differ (lead form vs. checkout), traffic quality differs (paid vs. organic vs. referral), and even within the same industry, conversion rates can swing based on offer type, device mix, and how optimized the funnel is.
What is a good conversion rate ecommerce?
What is a good conversion rate ecommerce? A good eCommerce conversion rate is typically around 2% to 3% as a solid baseline, with rates above 3% often considered strong and anything above 5% generally viewed as excellent—though expectations should be adjusted for factors like product price, brand strength, traffic source, and device mix. The post’s industry figures reflect this reality, showing eCommerce averages that can sit below many other industries (with lower-tier performance around 1.84%, mid-tier around 3.71%, and top performers reaching roughly 6.25%), largely because buying online involves more friction and comparison shopping than simpler lead actions. It’s also normal for mobile conversion rates to trail desktop, and for returning visitors, email traffic, and branded search to convert much higher than cold social or display traffic. To improve an eCommerce conversion rate, the biggest levers usually include faster page speed, clearer product value and imagery, transparent shipping/returns, strong reviews and trust signals, fewer checkout steps, multiple payment options, and reducing surprise costs—plus ongoing A/B testing on product pages, cart, and checkout to find incremental gains that compound over time.
