Conversion Rate Benchmarks by Industry (2025 Data)

See how your website or campaign performance compares against the latest industry averages for ecommerce, SaaS, B2B, finance, and more. Use these benchmarks to set realistic goals and identify opportunities for improvement.

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What is a Conversion Rate?

A conversion rate is the percentage of visitors to your website or landing page that complete a desired goal (a "conversion"). Goals can include anything from making a purchase to filling out a form or signing up for a newsletter.

Formula: (Total Conversions / Total Visitors) × 100 = Conversion Rate %

Average Conversion Rates by Industry

The following table shows the latest average conversion rate benchmarks across various key industries. These figures are based on aggregated data from multiple sources and represent a general baseline.

Industry	Average Conversion Rate
SaaS (Software-as-a-Service)	5% - 10% (for free trial/demo signups)
Finance & Insurance	4% - 8% (for lead form submissions)
E-commerce	2% - 4% (for purchases)
B2B Lead Generation	2% - 5% (for content downloads/contact forms)
Travel & Hospitality	1% - 3% (for bookings)
Healthcare	2% - 4% (for appointment requests)

Note: These are industry-wide averages. Your performance may vary based on the factors listed below.

Key Factors That Impact Conversion Rate

Traffic Source: Visitors from organic search often convert at a higher rate than those from social media because they have a higher purchase intent.
Device: Desktop users still tend to convert at a higher rate than mobile users, especially for complex purchases, though this gap is closing.
Offer & Call-to-Action (CTA): The clarity and appeal of your offer and CTA are the most direct drivers of conversions.
Website Experience (UX) & Speed: A slow, confusing, or untrustworthy website will have a significantly lower conversion rate.

5 Actionable Tips to Improve Your Conversion Rate

Optimize Your Landing Pages: Ensure your landing page headline matches your ad copy and that your value proposition is clear and compelling.
A/B Test Your CTAs: Continuously test the color, wording, and placement of your call-to-action buttons to find what works best.
Build Trust and Credibility: Add trust signals like customer reviews, security badges, and testimonials to reassure visitors.
Simplify Your Forms: Reduce the number of fields in your signup or checkout forms. Only ask for the information you absolutely need.
Improve Page Speed: A slow website is a major conversion killer. Use tools like Google PageSpeed Insights to identify and fix performance issues.

Frequently Asked Questions

What is a good conversion rate?

A 'good' conversion rate depends heavily on your industry, traffic source, and the type of conversion you're measuring. While the average conversion rate across all industries is around 2-3%, some industries like SaaS and Finance can have much higher benchmarks (5-10%). The most important goal is to continuously improve upon your own historical conversion rate.

What’s the difference between CTR and conversion rate?

Click-Through Rate (CTR) measures the percentage of people who click on your ad or link after seeing it (e.g., in search results or a social feed). Conversion Rate measures the percentage of people who take a desired action *after* arriving on your website or landing page. CTR measures initial interest, while conversion rate measures action and effectiveness.

How often should I measure my conversion rate?

It's a good practice to monitor your conversion rate on a weekly or monthly basis to understand trends. If you are running specific A/B tests or paid ad campaigns, you should check your conversion rate more frequently (even daily) to make timely optimizations.