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What Is a Good Conversion Rate?
A good conversion rate is higher than 10%, with a small percentage of businesses obtaining 11.45% on average, while this number varies based on industry and channel. Reaching a conversion rate of 5.31% or higher can place your company among the %25, making your conversion rate twice better than the average conversion rate.
Achieving an 11.45% or higher conversion rate gets you among the top 10% of global advertisers and makes your company’s conversion rates five times higher than the average.
Note: A good conversion rate for some industries like e-commerce is between 2 percent and 5 percent. We will talk about industry averages under the following subtitle.
How Do Conversion Rate Averages Differ?
Conversion rates are contextual. An online store selling high-end electronics will not have the same conversion rates as a store selling hand-made items.
Some of the variables that may impact conversions:
- Product type
- Traffic source
- Device (desktop, tablet, mobile)
- Cost of the product or average order value
- Location
What is the Average Conversion Rate?
When answering the question, “what’s a good conversion rate” we must underline that conversion rates often vary by channel or medium. These factors impact what qualifies a conversion rate “good.”
For example, sellers on Amazon earn and maintain an average conversion rate that would leave behind what the industry deems as “good.” Perks of using a platform; Amazon also boosts their organic search conversion rates, which exceed 10%.
However, regardless of these differences, it’s still best to aim for 10% or higher conversion rates.
Here’s a table covering the paid and organic average conversion rates across different channels like Google, Amazon, and Microsoft Advertising.
What is a Good E-commerce Conversion Rate?
The latest studies show that the average conversion rate for e-commerce websites is 2.86%. The average e-commerce conversion rate in the US is 2.63%, while the global website conversion rate is 4.31%. 2%+ is considered a good e-commerce conversion rate, given that the averages are lower than other industries.
Note that e-commerce conversion rate averages slightly differ based on product type, market, and device.
- Kitchen and home appliances: 2.82 percent
- Fashion clothing and accessories: 2.19 percent
- Electrical and commercial equipment: 1.82 percent
- Food and drink: 1.76 percent
- Sports and recreation: 1.76 percent
Growcode’s chart below provides excellent visualization of the wide variation of e-commerce conversion rate averages between different industries.
Source: Growcode
What is a Good Website Conversion Rate?
Wondering “what is a good conversion rate for websites”?
A conversion rate between 2 and 5 percent is considered to be good for websites.
Average Website Conversion Rates By Industry
As you can see from the table above, average conversion rates vary by industry. For example, e-commerce conversion rates are much lower than finance. However, these numbers are 5 times higher for the top 10%, regardless of the industry.
A well-detailed report by Unbounce clearly breaks down median to average conversion rates by industry in the graphic below:
It’s important to note that if you’re in a high-performing industry like finance, 5% isn’t an optimal conversion rate.
Therefore, comparing your conversion rates to the average conversion rate across all industries can be misleading to think that you’re doing better than you really are. In fact, the top 10% is achieving almost 5 times better and outperforming you.
But what can you do to get there? You’ll know by the end of this post. Before that, let’s get back to our main question, “what is a good conversion rate” but mainly for landing pages.
What is a Good Landing Page Conversion Rate?
The average landing page conversion rate is around 2.35%.
However, a study by Unbounce shows that this percentage is only near the median. Unbounce studied 74.5 million visits to more than 64.000 landing pages created with their platform.
The landing pages in the report cover 10 different industries; travel, real estate, health, business services, credit/lending, home improvements, higher education, legal, and vocational studies/job training.
Here comes the interesting part…
Best conversion rates varied significantly across different industries. The median conversion rate hovered somewhere between 3 and 5.5 percent.
The gist of it is your landing page conversion rate depends on many factors, including audience behavior and environmental demand.
We recommend that you don’t settle for an average and work on landing page optimizations to attain better conversion rates. From average to outstanding—that should be your route. 🚀
5 Ways to Improve Your Average Conversion Rates
1. Add a Popup to Your Website
The average conversion rate for popups is 3.09%.
If you know how to use them right, popups can quickly bring you a considerable conversion boost, and you won’t be annoying anyone.
Here are some simple tricks to get the highest conversion rates from your popups:
- Use delay on your popups so it won’t show just when a user lands on your site.
- Make the closing button easily visible.
- Try and test several different offers to find the outperforming one
- Set your popups’ display conditions right (timing, audience targeting)
- Write a clear call-to-action
- Keep the design simple and modern
With these combinations, you’ll drive more conversions without disturbing the user experience.
Create a Free Popup with Popupsmart
2. Include Testimonials and Reviews
Online shoppers are seeking social proof like crazy. They want to see if your brand is trustworthy and whether your product is worth buying.
Customer testimonials are highly influential in shoppers’ decision-making process. In fact, I can’t stress enough how vital they are for your conversion rates. It is understandable since customers tend to trust more to each other than the marketing talk or the company.
When you combine smart marketing tactics with testimonials and product reviews, you can leave a unique impression on passive visitors so that more convert into buyers.
3. Plan a Cart Abandonment Strategy
Have you checked if your customers abandon their shopping carts without completing the purchase?
If so, you’re not alone.
The average cart abandonment rate across all industries is 69.80%.
Here are a few quick tips on how to combat cart abandonment and improve conversion rates:
- Use trust badges on cart and checkout pages.
- Use exit popups that detect exit intent.
- Send follow-up emails with clear cart abandonment subject lines.
- Offer guest checkout
- Remove unnecessary form fields
- Offer free shipping
4. Craft Better & Converting CTAs
To drive more conversion rates from calls-to-action, you should consider putting aside generic ones like “Sign up” and “Buy now.”
For example, you try adding “Yes” to your CTA; “Yes, I want my coupon!”
Another way of using longer CTAs is to evoke an emotional response in users. In that case, incorporating more modifiers will get the desired effect.
- Add numbers: “Buy now and get 20% off!”
- Use FOMO: “Limited time offer. Get your free sample!”
- Make a promise: “Lose weight in just 7 weeks!”
Try different CTA buttons and copy to see which one brings more conversions and clicks. Heatmaps and recordings will tell you whether users are avoiding CTA buttons.
This way, you’ll know the problem and work on improving your CTA copy.
5. Add Live Chat on Your Website
High converting websites often have superb customer support.
Many visitors experience toing and froing on between buying or not buying your product. That last bit of doubt keeps them from taking the desired action.
Live chat tools are the perfect fit for helping out prospects in doubt.
They are easy to add to any website and provide a simple way for customers to contact you, ask questions, and request assistance. Once you start solving prospects’ problems and clear away their questions regularly, you’ll see your conversion rates improving.
6. Implement Countdown Timer
Most online shoppers fall into FOMO and buy before a limited-time offer ends. So, you can capitalize on that feeling by adding a countdown timer to your landing page close to your CTA button.
The simple addition of a countdown timer, which takes just a few minutes, will boost your conversion rates.
7. Provide Money-Back Guarantee
Marketers and business owners know that online or not, consumers avoid risk and putting their money at stake unless they trust the brand.
Therefore, providing money-back guarantees is important for increasing conversions and creating the best user experience possible.
Although money-back guarantees are not considered to be a shortcut to boosted conversions, they can be quite beneficial for customer trust and user experience. Simply highlighting your money-back offer will make your customers feel more secure and eventually contribute to your conversion rates.
Just think about it; wouldn’t you want your money back if a product or service you paid for sucks? I know I would.
Pro tip: If you want to know why people ask for a refund, you can ask them why with a simple form.
Here’s a beneficial video about money-back guarantee by Neil Patel:
FAQ
Do you still have more questions about conversion rates? Let’s round up a few more.
What is a good conversion rate for Google Ads?
The average conversion rate for Google Ads falls around 3.75%.
Google Ads mobile benchmarks show that the average conversion rate in Google Ads on mobile is 3.48% on the search network across all industries. To build a good conversion rate for your Google Ads campaigns, you should be aiming for 5.31% or higher.
It’s possible to achieve more conversions from your Google Ads campaigns by optimizing your landing page design, writing appealing and targeted copy, and refining campaign targeting.
Google Ads click-through rates benchmarks on mobile across varying industries show that:
The cross-industry average CTR in Google Ads on mobile is 4.10% on the search network and 0.6% on the display network.
What is a good conversion rate for PPC?
The average conversion rate for pay-per-click (PPC) advertising is around 2.35%. If you want to drive a “good” conversion rate from your PPC campaigns, you should set your conversion rate goal to 10% or higher.
There are several ways to optimize your PPC campaigns for better conversion rates, including testing different ad copy, targeting, and offers. To get insights for optimization, you need to conduct a PPC audit and analyze your previous campaigns.
What is a good conversion rate for Amazon?
The average conversion rate for Amazon ads falls around 9.47%. Organic Amazon listings earn between 10 and 15 percent of the average conversion rate. To achieve a good conversion rate for Amazon, you should aim for 12% or higher.
What is a good conversion rate for email?
While it depends on the industry you are in, generally, a conversion rate of 2% to 5% is considered to be good for email marketing. According to MailChimp, the average open rate for emails is across all industries is around 21.8%
Key Takeaways
So, now you have an answer to “what's a good conversion rate.” Hopefully, you can use these conversion rate optimization tips to lead a more holistic and effective CRO strategy.
Need a hand in keeping all our tips in mind? Here are all key takeaways in a nutshell 🐿️:
- Strategically planned landing page optimizations can bring 3 to 5 times more conversions and increase your lead quality.
- Although it depends on the industry you’re in, if you are stuck at a 2% to 5% conversion rate, that probably means you have a lot of room for improvement.
- If your visitors show intent but then don’t convert, try using remarketing to nudge them into buying.
- Test different landing page variations (10 is good) to find the one page that performs the best. Mind that optimizing landing pages is not just about tweaking colors and fonts.
- Find and test different offers to find the top one that your audience appreciates. These offers will also help you qualify leads in the process.
- Always consider your business industry averages when evaluating your conversion rate.
And that’s a wrap! 🎬 If you have any questions, comments, or additional suggestions for your fellow marketers and business owners, feel free to leave a comment below. 🙂
Frequently Asked Questions
Is 2% a good conversion rate?
A 2% conversion rate can be “good” depending on your industry, channel, and what you’re selling, and it’s often considered the low end of a typical benchmark range (roughly 2%–5%) for many websites and campaigns. For e-commerce in particular, 2% may be perfectly normal—especially for higher-priced products, colder traffic (like broad paid social), or mobile-heavy audiences—while it may be underwhelming for high-intent traffic (like branded search) or simpler lead-gen offers. The most useful way to judge 2% is to compare it to your own historical performance and to segment by traffic source, device, and landing page; if your paid search converts at 2% but your email traffic converts at 6%, that’s not a “site problem,” it’s a channel-intent difference. If you’re stuck at 2% and competitors or your past results are higher, improvements like clearer value propositions, faster load times, stronger CTAs, simplified checkout/forms, and better traffic targeting can often lift results.
Is a 30% conversion rate good?
A 30% conversion rate is exceptionally good in most contexts and usually indicates either very high-intent traffic, a highly compelling offer, or a narrowly defined “conversion” event. For example, 30% can be realistic for warm audiences (email to existing subscribers, retargeting to cart abandoners), low-friction actions (click-to-call, free trial signups, webinar registrations), or marketplaces with built-in trust (some Amazon listings can outperform typical site averages). However, for cold traffic landing pages or standard e-commerce purchases, 30% is rare and may signal that you’re measuring a micro-conversion (like “add to cart”) rather than a purchase, or that tracking is misconfigured (double-counted events, incorrect attribution windows). To evaluate it properly, confirm the conversion definition, check analytics/tagging accuracy, and compare across devices and channels; if it’s truly purchase conversion at 30%, you’ve found a standout funnel worth scaling carefully while monitoring profitability, inventory, and customer quality.
Is 3% conversion rate good?
A 3% conversion rate is generally considered good across many industries, and for e-commerce it’s often viewed as strong—especially if you’re driving a mix of new users from paid and organic channels. Whether it’s “good” depends on context: a 3% purchase rate from high-intent Google Search traffic might be average, while 3% from cold social traffic could be excellent; similarly, a premium product with a high average order value might convert lower but still be more profitable. The best way to judge 3% is to benchmark by channel (search, social, email, referral), device (mobile typically converts lower than desktop), and landing page/product category, then compare to your historical baseline. If you’re at 3% and want to push higher, common levers include improving page speed and mobile UX, sharpening product/offer messaging, adding trust signals (reviews, guarantees, shipping/returns clarity), reducing checkout friction, and aligning ad/keyword intent with the landing page.
What is considered a bad conversion rate?
A “bad” conversion rate is one that underperforms for your specific industry, channel, and offer, but as a general rule, consistently falling below about 2%–3% is often considered low for many websites—especially if you’re targeting qualified traffic and your competitors or past performance are higher. That said, a low number isn’t automatically bad if you’re selling expensive, considered-purchase items or if your traffic is top-of-funnel; in those cases, you may need to track assisted conversions and micro-conversions (email signups, add-to-cart, quote requests) to understand the full journey. A conversion rate becomes a problem when it’s paired with symptoms like high bounce rates, low time on page, high cart abandonment, poor lead quality, or rising acquisition costs that reduce profitability. The fastest way to diagnose “bad” performance is to segment results by source/medium, campaign, keyword/audience, device, geography, and landing page, then investigate friction points such as slow load times, unclear value proposition, weak CTA, mismatched ad-to-page intent, confusing pricing, limited payment/shipping options, or tracking errors.
What do experts say about good conversion rate?
Experts generally agree that there isn’t a single universal “good” conversion rate because performance is highly contextual, but a common benchmark range cited across digital marketing is roughly 2%–5% for many websites and campaigns, with higher rates indicating strong alignment between traffic intent, offer, and user experience. Top performers can exceed 10% in the right conditions—often driven by high-intent channels (branded search, email, referrals), strong trust and brand recognition, optimized landing pages, and low-friction conversion paths—while some industries (including many e-commerce categories) may consider 2%–5% healthy depending on product price and audience. Specialists emphasize benchmarking against your own historical data and your specific channel mix, then improving through systematic conversion rate optimization: tightening targeting and messaging, improving page speed and mobile usability, strengthening social proof and guarantees, simplifying forms/checkout, testing headlines and CTAs, and ensuring accurate analytics. In practice, “good” is the rate that beats your baseline while maintaining or improving profitability and customer quality, not just the highest percentage on a dashboard.
What is a good conversion rate ecommerce?
A good e-commerce conversion rate is typically in the 2%–5% range, but what counts as “good” depends heavily on product category, price point, traffic source, device mix, and brand trust; many stores selling higher-ticket items or relying on cold paid social traffic will sit closer to 1%–2%, while stores with strong brand demand, repeat customers, or high-intent search traffic can reach 5%+ and sometimes much higher. It’s also common to see meaningful differences by device (desktop often converts better than mobile) and by channel (email and branded search usually outperform display or broad social). To judge your performance fairly, compare conversion rate by channel and landing page, and pair it with business metrics like average order value, margin, and customer lifetime value—because a slightly lower conversion rate can still be excellent if orders are larger or customers retain well. If you want to improve e-commerce conversion rates, focus on reducing checkout friction (guest checkout, fewer fields, more payment options), improving site speed and mobile UX, clarifying shipping/returns and delivery times, adding reviews and trust badges, using better product imagery and descriptions, and running structured A/B tests on product pages, cart, and checkout.
