We’re regularly asked by clients, “What conversion rate should my website have?” Our answer differs based on the client—not just their industry but also their product/service offering, where they are in the business lifecycle (starting out or well-established), their marketing messages and position in the market, and more. Anything and everything can affect your conversion rate.
But, to help establish a baseline, we wanted to highlight some key industries, alongside their average (and median) conversion rates, to give you a rough guide of where you should be headed.
This information is sourced from Unbounce, Wordstream, and Ruleranalytics. The comparison and insights are from data collected from our client campaigns.
The value of this data is to show you the bare minimum you should be aiming for (avg industry conversion rates), the results you could see from landing pages (Unbounce data) and what some of our clients have achieved.
Conversion Rate Average for B2B Services
|
Avg Conversion Rate |
Conversion Rate for Landing Pages (Median) |
Conversion Rate for Landing Pages (Average) |
Conversion Rate for Business Assist B2B Client |
|
2.70% |
3.50% |
8.70% |
13.34% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
B2B services include businesses that are targeting other businesses for the purposes of selling a service, such as a business tax accountant or commercial air conditioning installation.
Utilising a fully-tailored landing page within a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 13.34%, 394% greater than the average in the industry.
Conversion Rate Average for B2C Services
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
2.10% | 3.50% | 8.70% | 23.20% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
B2C services include businesses that target residential or smaller customers to sell services such as home gutter cleaning or air conditioning for the home.
Utilising a fully-tailored landing page with a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 23.20%, 1000% more than the industry average!
Conversion Rate Average for Finance
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
3.10% | 6.20% | 15.60% | 21.03% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
Finance includes businesses that offer financial services and solutions, including brokers, planners, and accountants.
Utilising a fully-tailored landing page within a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 21.03%, 578% greater than the industry average.
This particular client example was Melbourne Insurance Brokers, and we have a
case study highlighting how we helped their business grow and meet their growth objectives.
Conversion Rate Average for Industrial Businesses
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
4.00% | 3.50% | 8.70% | 17.76% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
Industrial includes businesses that provide services to industrial businesses, such as waste management.
Utilising a fully-tailored landing page within a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 17.76%, 344% greater than the industry average.
Conversion Rate Average for Legal
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
3.40% | 5.40% | 14.50% | 10.78% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
Legal includes businesses that provide legal support, such as personal injury lawyers, no win no fee lawyers, workers compensation lawyers, medical negligence, road accident and TAC claims.
Conversion Rate Average for Professional Services
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
4.60% | 3.50% | 8.70% | 13.46% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
We have interpreted professional services businesses as businesses that offer solutions to both B2B and B2C, such as photography.
Utilising a fully-tailored landing page within a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 13.46%, 193% greater than the industry average.
Conversion Rate Average for Fitness & Nutrition
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) | Conversion Rate for Business Assist Client |
2.10% | 5.60% | 13.20% | 14.63% |
Avg conversion rate source
Conversion Rate for Landing Pages (Median) source
Conversion Rate for Landing Pages (Average) source
Conversion Rate from Business Assist’s Client obtained internally
Utilising a fully-tailored landing page within a customised advertising campaign with targeted demographics and ad content, our client was able to reach (and maintain) a conversion rate of 14.63%, 600% greater than the industry average.
The following are Industry averages for categories that we do not have internal landing page data for but wanted to include in case they’re applicable to your industry.
Conversion Rate Average for B2B Tech
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) |
2.30% | 3.50% | 8.70% |
Conversion Rate Average for B2B e-commerce
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) |
1.80% | 5.20% | 12.90% |
Conversion Rate Average for B2C e-commerce
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) |
2.10% | 5.20% | 12.90% |
Conversion Rate Average for Healthcare
Avg Conversion Rate | Conversion Rate for Landing Pages (Median) | Conversion Rate for Landing Pages (Average) |
3.00% | 3.60% | 7.40% |
How to help your business grow its conversion rate
If you would like help, advice, or guidance on your conversion rate and website, our digital marketing experts are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?
