Average Website Conversion Rate by Industry Benchmarks
Vladyslav Bendasyuk- 3 days ago
- 8 min read
Many businesses are keen to understand what their average website conversion rate is and how it compares to industry benchmarks.
Knowing your website conversion rate is crucial for evaluating the effectiveness of your site, tracking performance, and setting realistic goals for improvement.
So, what exactly is a website conversion rate?
Simply put, it’s the percentage of website visitors who take a desired action, such as making a purchase, signing up, or submitting a lead form.
Understanding your conversion rate and knowing the average website conversion rate by industry can help you benchmark your performance against others in your field.
This also enables you to set more attainable goals that align with industry standards. It’s important to recognize that conversion rates vary widely across industries, what’s considered a good conversion rate for a website in one sector may be different in another.
In this blog, we’ll cover current website conversion rate benchmarks, provide comparisons across industries, and share strategies to help you improve your own conversion rate.
Be sure to check out our complete guide to website analytics in digital marketing for a deeper understanding.
What Is a Website Conversion Rate?
If you’ve ever asked, “What does a website conversion rate actually mean?”, you’re not alone.
In the simplest terms, your website conversion rate refers to the percentage of visitors who complete a desired action on your site.
This action, known as a conversion, can vary based on your business goals, website type, or industry.
A conversion can be any measurable action that contributes to your business objectives. Think of it as your website doing its job, turning casual visitors into engaged customers or leads.
Here are some common types of conversions across different industries:
Product purchases (eCommerce)
Booking an appointment (services)
Submitting a contact or inquiry form
Signing up for a newsletter or email list
Downloading a resource (e.g., eBook or guide)
Requesting a quote
Registering for a webinar or event
Creating an account or profile
No matter the action, it represents movement further down your sales funnel, making conversion rate in web analytics one of the most important metrics to track.
Conversion Rate Formula
The formula to calculate your website’s conversion rate is quite simple:
(Number of Conversions ÷ Total Website Visitors) × 100
This percentage reflects how many of your website visitors are taking the actions you want them to take.
Understanding and improving your website's conversion rate is vital for optimizing the performance of your site and ensuring you're turning visitors into loyal customers.
The higher the conversion rate, the more effectively your website is meeting your business objectives. Knowing your website conversion rate gives you a direct pulse on how well your site performs from a business standpoint. It allows you to make informed decisions about where to optimize, whether it’s your landing page design, messaging, or call-to-action.
What is the Average Conversion Rate for a Website?
So, what is the average conversion rate for a website?
Across all industries and business types, the average website conversion rate typically falls around 2.35%.
That means just over 2 out of every 100 visitors complete a desired action, whether that’s a purchase, form submission, or sign-up.
But averages only tell part of the story.
E-commerce Industry Benchmarks
When we zoom in on e-commerce websites, the numbers shift slightly.
However, top-performing e-commerce businesses, those with dialed-in funnels, optimized checkout experiences, and strong product-market fit, can achieve rates of 4.7% and higher.
If you’re running an online store, these numbers serve as a strong benchmark to evaluate your site’s performance.
In general, a conversion rate of 2% to 3% is considered solid across most industries, including service-based businesses, SaaS, and local brick-and-mortar companies with an online presence.
But keep in mind, what is a good conversion rate for a website really depends on your niche, traffic quality, and goals.
While understanding the conversion rate website average is helpful, the real power lies in optimizing your own performance. Small improvements, like better calls-to-action, faster site speed, or clearer messaging, can make a big impact.
Next, we’ll break down average website conversion rates by industry so you can see how your business stacks up in your specific niche.
Average Conversion Rate by Industry
When it comes to optimizing your website for performance, knowing the average website conversion rate by industry gives you a clear benchmark to aim for.
The reality is: conversion rates vary significantly across industries, based on customer intent, product complexity, and how much trust is needed before a user takes action.
In some sectors, a conversion rate for a website above 3% is considered excellent. In others, that same number might be considered underperforming.
That’s why understanding the conversion rate benchmarks by industry is essential when evaluating your site’s effectiveness.
Below is the latest 2025 conversion rate data by industry to help you gauge where your website stands:
Industry | Average Conversion Rate (%) |
Beauty & Personal Care | 7.10% |
Legal Services | 6.98% |
Finance | 5.10% |
Insurance | 5.10% |
Hospitality & Travel | 3.55% |
Education | 3.39% |
Healthcare | 3.36% |
Food & Beverage | 3.10% |
Tech & IT | 2.92% |
Entertainment | 2.80% |
Marketing & Advertising | 2.70% |
Fashion & Apparel | 2.47% |
Agriculture | 2.10% |
Construction | 1.90% |
Energy | 1.70% |
What Is a Good Website Conversion Rate?
Understanding the average website conversion rate by industry is more than just number-crunching, it’s about setting realistic expectations and identifying opportunities for improvement.
Here’s what to take away from the conversion rate benchmarks by industry:
High-Converting Industries like Beauty & Personal Care and Legal Services typically see conversion rates between 6% to 7%, largely due to strong consumer intent and repeat purchase behaviour.
Mid-Range Performers such as Finance, Insurance, Healthcare, and Education hover around the 3% to 5% range, which is considered healthy and achievable with the right strategy.
Lower Averages in industries like Construction, Energy, and Agriculture (under 2.5%) are often due to longer decision cycles or higher-ticket purchases, making trust-building and lead nurturing critical.
So, what is a good website conversion rate?
One that meets or exceeds your industry's average while aligning with your specific business goals.
Rather than aiming for a one-size-fits-all number, focus on continuous optimization and refining your website conversion strategy.
Landing Page Conversion Rates
Landing pages are one of the most powerful tools in any digital marketing toolkit. Unlike regular web pages, landing pages are highly focused, standalone pages designed with a single goal: conversion.
Whether it’s collecting leads, securing sign-ups, or encouraging purchases, landing pages eliminate distractions and guide the user toward one clear action. That’s why they consistently outperform standard web pages when it comes to driving results.
The average site conversion rate for landing pages sits at around 6.6%, according to recent industry data. That’s nearly double the typical website conversion rate, which makes landing pages a critical piece of any high-performing funnel.
This higher performance is often due to:
Clear, direct messaging aligned with ad campaigns
Strong calls-to-action (CTAs)
Simplified layouts focused on the offer
A/B testing and conversion rate optimization tactics
If you’re looking to beat the website conversion rate benchmark for your industry, investing in dedicated, well-designed landing pages is one of the smartest strategies available.
Need help designing a landing page that actually converts? Let us know, and we’ll walk you through how to make it work for your business.
Device-Specific Conversion Rates
When analyzing your average website conversion rate, it’s essential to look beyond just the industry benchmarks and consider how users are accessing your site.
The device your visitors use can have a major impact on your conversion rate on website pages. Why? Because user behaviour, intent, and experience differ dramatically between desktop and mobile environments.
Desktop vs. Mobile: What’s the Difference?
Desktop Conversion Rates
With larger screens, easier navigation, and a more immersive experience, desktop browsing often leads to more conversions, especially for high-ticket services or more complex purchases.
Mobile Conversion Rates
On mobile devices, the average conversion rate on websites drops to around 1.8%.
This can be attributed to smaller screens, slower load times, and sometimes clunky mobile user experiences. Still, mobile traffic continues to rise, which makes mobile optimization absolutely non-negotiable.
If your site isn’t optimized for both mobile and desktop, you’re likely missing out on valuable leads and sales.
The best strategy?
Build a responsive website that performs flawlessly across all devices, one that turns traffic into results no matter how users find you.
Factors That Influence Conversion Rates
Whether you're aiming to reach a good website conversion rate or simply want to beat the average conversion rate of a website, knowing what influences user behaviour is key.
A well-designed site with a compelling offer is only effective if all the right pieces are working together.
Here are the biggest factors that affect the conversion rate for your website:
Website Design and UX
First impressions matter. Clean layouts, intuitive navigation, and modern aesthetics all contribute to a smooth user journey. If your site looks outdated or cluttered, users are less likely to trust your offer, let alone convert.
Page Load Speed
Speed sells. A slow-loading website can tank your online conversion rate, no matter how strong your offer is. Even a 1-second delay in load time can reduce conversions by up to 7%.
Mobile Responsiveness
With mobile traffic dominating the web, having a mobile-friendly site isn’t optional, it’s essential. If users can’t easily view or interact with your site on smaller screens, expect a drop in your normal website conversion rate.
Clear Calls-to-Action (CTAs)
A strong, clear CTA guides your visitor toward the action you want them to take. Whether it’s “Book a Free Consultation” or “Download the Guide,” vague or hidden CTAs kill momentum.
User Experience and Navigation
Users should be able to find what they’re looking for in just a few clicks. Confusing navigation structures, broken links, or overly complex page flows all hurt your conversion rate for website traffic.
Trust Signals
People don’t convert unless they trust you. Testimonials, case studies, security badges, and user reviews build credibility. Without these elements, even the best offer might fall flat.
Audience Targeting and Traffic Quality
Even the most optimized site won’t convert if you’re attracting the wrong audience. High-intent, well-targeted traffic is the foundation of a good website conversion rate. Invest in the right channels, and you’ll see results.
How to Improve Your Website’s Conversion Rate
If you're aiming to exceed the average conversion rate for a website, it's not just about design, it’s about strategy.
The following actions can help you move the needle and get closer to the best website conversion rate possible:
Use Clear, Persuasive Calls-to-Action (CTAs)
Your CTA should be obvious, action-driven, and benefit-focused. Phrases like “Get Started Today” or “Claim Your Free Quote” outperform vague buttons like “Submit”.
Run A/B Tests on Key Pages and CTAs
Data beats guesswork. Testing different headlines, layouts, or CTA placements can significantly boost your web conversion rate benchmarks over time.
Simplify Forms and Checkout Processes
Long, complicated forms create friction. Ask only for the essentials to reduce drop-offs and increase your average website visitor conversion rate.
Enhance Mobile Usability
A responsive design ensures users can navigate, read, and convert easily, no matter the screen size. With mobile traffic rising, this directly impacts the conversion rate of a website.
Add Social Proof
Show that others trust your brand. Include real testimonials, star ratings, reviews, and trust badges to boost credibility and conversions.
Optimize Landing Pages for User Intent
Each landing page should be laser-focused on a single goal. Align your content, design, and CTA with what the user is looking for to improve your average website conversion rate.v b
Improving the conversion rate of a website is never a one-time fix, it’s an ongoing process of testing, refining, and aligning with user intent.
Conclusion
Understanding your average website conversion rate, and how it stacks up against the average website conversion rate by industry, is important to identifying growth opportunities and improving your online performance.
Whether you're hitting the average sales page conversion rate or looking to exceed it, small tweaks to your site’s design, content, and functionality can lead to big results.
To help you take the next step, download our free Website Audit Checklist. It’s designed to help you identify high-impact improvements that boost website visitor conversion rates.
And if you're ready to go beyond the basics, grab our free e-book: The Ultimate Guide to Building Your Business’s Online Presence in 90 Days. It’s packed with actionable strategies to strengthen your brand, attract more traffic, and convert visitors into customers.
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