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In the realm of sales and leads, the average conversion rate holds more than numbers—it’s a key to understanding user behaviour and website efficacy.
Industry conversion statistics.
The conversion rates across various industries highlight the diversity in how different sectors perform when turning leads into customers. For instance, the Catering & Restaurants industry boasts a high average conversion rate of 18.2% with a median of 9.8%, suggesting strong customer engagement. Similarly, the Media & Entertainment sector shows impressive average and median rates of 18.1% and 7.9%, respectively. In contrast, industries like Home Improvement and Real Estate have lower conversion efficiencies, with average rates of just 7.2% and 7.4% respectively.
A good conversion rate, taking into account the diverse performances across different sectors, would be between 10% to 15%. This data is vital for businesses in these industries to benchmark their performance and strategise on improving their lead conversion processes.
Average & median conversion rate by industry
| Industry | Avg. Conversion Rate | Median Conversion Rate |
|---|---|---|
| Agencies | 8.8% | 2.4% |
| Business Services | 7.0% | 3.5% |
| Catering & Restaurants | 18.2% | 9.8% |
| Ecommerce | 12.9% | 5.2% |
| Education | 14.2% | 5.8% |
| Events & Leisure | 13.4% | 5.2% |
| Family Support | 9.0% | 3.4% |
| Finance & Insurance | 15.6% | 6.2% |
| Fitness & Nutrition | 13.2% | 5.6% |
| Home Improvement | 7.2% | 3.8% |
| Legal | 14.5% | 5.4% |
| Media & Entertainment | 18.1% | 7.9% |
| Medical Services | 7.4% | 3.6% |
| Real Estate | 7.4% | 2.6% |
| SaaS | 9.5% | 3.0% |
| Travel | 11.9% | 4.8% |
Ecommerce conversion statistics.
Within ecommerce, the average conversion rate is a percentage signifying how effectively your website persuades users to complete desired actions. These actions can range from downloading content to subscribing to your email list or purchasing.
Typically, ecommerce websites should anticipate conversion rates ranging from 1% to 4%. The worldwide conversion rate for global ecommerce websites stands at 2.58%, while the conversion rate for US ecommerce websites is 2.57%. These values fall slightly below the general average of 3.65%. This variation is attributed to the diverse performance levels of ecommerce websites, shaped by factors like industry, business model, customers, pricing, marketing, and product range.
Average conversion benchmarks across ecommerce industry
| Industry | Conversion Rate Range |
|---|---|
| Agriculture | 0.62% to 1.41% |
| Arts & Crafts | 3.84% to 4.07% |
| Baby & Child | 0.87% to 1.43% |
| Cars & Motorcycling | 0.65% to 1.35% |
| Electrical & Commercial Equipment | 1.31% to 2.49% |
| Fashion, Clothing & Accessories | 1.01% to 2.20% |
| Food & Drink | 1.00% to 2.01% |
| Health & Wellbeing | 1.87% to 4.20% |
| Home Accessories & Giftware | 1.55% to 2.34% |
| Kitchen & Home Appliances | 1.72% to 3.00% |
| Pet Care | 2.20% to 2.53% |
| Sports & Recreation | 1.18% to 1.62% |
Lead generation conversion statistics.
Lead conversion rates differ significantly across various industries, so it’s crucial to set realistic goals based on industry-specific benchmarks. For example, professional services boast the highest lead conversion rate at 9.3%, while industries like B2B technology and real estate see much lower rates at around 1.7%. Other industries like financial services and healthcare see moderate conversion rates, averaging 4.3% and 5.6% respectively. It’s important to recognise that a large majority of leads—about 63%—are not immediately ready to become customers.
A good conversion rate might typically range between 3% and 6%. By maintaining engagement and building trust, companies can effectively increase their chances of converting leads into loyal customers, despite initial disinterest. This approach underscores the importance of patience and strategic engagement in the conversion process.
Lead conversion statistics by industry
| Industry | Conversion Rate |
|---|---|
| Agencies | 3.3% |
| Automotive | 2.0% |
| B2B Ecommerce | 3.2% |
| B2B Services | 3.5% |
| B2B Tech | 1.7% |
| B2C Ecommerce | 2.0% |
| Cosmetic and Dental | 2.3% |
| Financial | 4.3% |
| Healthcare | 5.6% |
| Industrial | 5.6% |
| Legal | 2.6% |
| Professional Services | 9.2% |
| Real Estate | 1.7% |
| Travel | 4.7% |
