conversion rate

What is conversion rate meaning?

The percentage of users who execute a desired activity is recorded as a conversion rate. The entire number of users who ‘convert’ (for example, by clicking on an advertising) is divided by the total size of the audience and converted into a percentage.

Let’s imagine a marketer conducts a mobile ad campaign on Facebook that reaches a 10,000-person audience. Only 400 individuals out of 10,000 had clicked on the advertisement (which is the conversion event in this scenario). As a result, the campaign’s overall conversion rate may be determined as follows:

400/10000 = 0.04, or a 4% conversion rate

With the knowledge that 4% of people who viewed an ad converted, marketers now had a statistic to strive for in order to expand their business.

Why are conversion rates important?

Conversion rates are a good tool to compare and evaluate the results of different advertising platforms. Conversion rates are very significant when executing mobile user acquisition campaigns since they can quantify the performance of each campaign, as seen in the example above. When growing a campaign, they may also be utilized to define ROI expectations.

Conversion rates aren’t only limited to clicks; they may also apply to occurrences farther down the funnel. For example, the proportion of users who moved on to install an app or execute an in-app activity may be calculated. This is useful for both advertisers and marketers since it allows them to identify valuable customers. This data may then be sent back into the funnel to help with campaign targeting and optimization.

Conversion rate analysis, when applied appropriately, may disclose which channels are most effective for advertising a certain app, allowing advertisers to assess the efficacy of their material and utilize it to inform strategic decisions. If your data indicates that a conversion rate is lower than intended, you may use it to identify problems with an app’s UX (for example, when users are having trouble logging in) and other areas for development.

Although there is no singular conversion rate that can be used to define success in the mobile advertising market, research into industry standards and vertical-specific conversion expectations might be useful. This data may be used to compare these numbers to the results of your in-house advertising efforts across a variety of channels and sponsors.

What is a Good Conversion Rate and How Can It Be Increased?

The conversion rate is the percentage of users or visitors that complete a specific task. It might be a fresh registration, purchase, download, or something else entirely.

The rate is represented as a percentage and might vary significantly. It may also vary from one page to the next, as well as from one product to the next.

What is a website’s average conversion rate?

The average rate is determined by a variety of criteria such as your specialty, target device, and so on.

Nonetheless, the average rate is just between 1% and 3%. This implies that the vast majority of your visitors will never perform the action you seek. This is standard practice because not everyone who visits your website intends to buy.

The figure may appear low, but it is actually rather good. Assume you have 100,000 visits and a 3 percent conversion rate. Approximately 3,000 of your visitors have made a purchase.

Your goal should be to boost both your conversion rate and the quantity of unique visitors to your site. Keep your expectations modest, though.

You can’t expect a conversion rate of 100%. Even 50% is nearly tough to achieve. There are, however, techniques to increase your conversion rate to double digits.

What is a Good Conversion Rate for a Website?

Do you know what a decent website conversion rate is? Let us explain.

A respectable conversion rate is between between 2% and 5%.

The problem with conversion rates is that even a 0.5 percent increase may be significant. We should also emphasize that the best brands achieve greater outcomes.

Conversion Rate by Industry

Let’s look at what constitutes a solid ecommerce conversion rate. You should regularly watch your conversion rate to find areas where changes may be made in order to properly understand your consumers and how to best serve them. You’ll be able to discover fresh opportunities that might otherwise be hidden.

Here’s a quick rundown to help you understand conversion rates in various industries:

Bottom   Middle   Top
Ecommerce    1.84%3.71%6.25%

As you can see, ecommerce conversion rates are quite poor, particularly when compared to finance, particularly at the top tier. Similarly, conversion rates for B2B websites are greater.

However, the regulation applies to all tiers. Consider legal: if your percentage is around 4%, you’re in the middle, if it’s around 6.5 percent, you’re in the top tier, and if it’s around 1%, you’re performing terribly.

Conversion Rates in the Retail Sector

According to this 2020 research, the industry average conversion rate is 3%; however, depending on competition and demand, some industries may have a greater or lower conversion rate. Here’s how it works:

IndustryConversion Rate 
Consumer Electronics1.4%
DIY & Tools1.7%
Home Furnishing and Decor2.3%
Major Chains2.3%
Jewels and Cosmetics2.9%
Apparel and Footwear4.2%
Health and Pharmacy4.6%

This illustrates how ecommerce conversion rates may differ. A business that sells gifts can have a greater conversion rate than one that sells sports equipment.

Varying areas of a large ecommerce business with various goods may have different pricing.

Sources of Traffic and Conversion Rates

According to Episerver’s study, conversion rates vary dramatically depending on the source. This is why understanding how to determine conversion rate is critical.

Some pages’ conversion rates may be greater or lower than the average for the website. This occurs because people who arrive at your site via a certain channel are more likely to be interested in what you have to offer than users who arrive at your site by accident.

Here’s a quick rundown:

Traffic Source  Conversion Rate

As is obvious, bought traffic converts better. This is why so many firms purchase advertising space.

Conversion Rates by Device

We know that a big number of people use mobile devices to access the internet, therefore it’s crucial to understand how the rate varies by device.

Here’s a quick rundown:

DeviceConversion Rate

Some may be surprised to learn that mobile users convert at a lower rate than desktop users. As a result, mobile website conversion rates may be slightly lower than those of traditional websites.

This is thought to occur because mobile users are frequently distracted.

5 Tested and Steps for Calculating Conversion Rate

Check your website conversion rate to make sure you’re on track to accomplish your objectives.

A/B testing is a technique used by businesses to evaluate two or more choices and determine what works and what doesn’t.

To learn more about how to use this tool to compute the website conversion rate, see our article A/B Testing: How It Works and Why You Need It.

Here are some experiments you may do to see what works best for your website.

Display Type

This research looks at which kind of adverts perform best, such as pop-ups and in-line ads. This can be tricky since certain strategies work well on PCs while others work well on mobile devices.


Businesses utilize a range of strategies to attract people, such as special discounts and offers, however not all offerings provide the same results. It’s critical to understand what works best, such as a special 10% discount for new users or free delivery.


Some people may be surprised to learn that something as simple as a headline might influence conversions. You have other options, such as the size of the heading, the style of the heading, and so on.

Button Color

Changing the color of your CTA button may have a big impact on conversions, as we highlighted in our How to Create the Perfect Call to Action to Increase Conversions article.

Trigger Timing

Trigger timing specifies when a specific action will take place. A 15-second trigger indicates that after 15 seconds on a website, the visitor will see an ad.

Because trigger timing has an impact on conversion, you should use this tool to see the difference. You may use Adoric to test this trigger with various pop-ups. The best thing is that email marketing does not have to be prohibitively expensive. A variety of low-cost or even free mail marketing solutions are available. Setting up an email marketing campaign is much easier with these tools.

How Can You Boost Your Conversion Rate?

Now that you know how to compute conversion rates, it’s time to discuss how you can boost your website’s conversion rate.

1. Make a personalized offer after revising it.

Customers now demand and expect personalization. It is your responsibility to acquire information and provide clients with exactly what they desire.

Cookies, forms, and other similar mechanisms can be used to collect data that can be utilized to produce personalized offers.

Assume you own an ecommerce business that sells a variety of items such as shoes, balls, and furniture.

A person searches for “best shoes” and comes to your site, where you sell shoes, but notices a large ad on top promoting discounted furniture. The user may not convert even though the discount is substantial since the ad is not tailored.

Because the visitor is interested in shoes, you should provide a shoe-related discount. Personalization like this might be difficult, but it is doable.

Additionally, make sure you make a worthwhile offer. Free delivery, for example, may be quite beneficial to ecommerce businesses.

In the United States, about 80% of customers favor a business that offers free delivery. Approximately 54% of consumers want same-day delivery, and a big majority of users are ready to pay more for it.

Understand your target market, their wants, and create an offer that will appeal to them.

2. Consider Cart Abandonment

Cart abandonment is a typical issue that ecommerce companies must deal with

It occurs when a user arrives on your page, picks a product, adds it to their basket, and then leaves without completing the transaction.

The visitor has the option to abandon the cart at any moment after picking a product, entering information, or at the last step.

Because the average cart abandonment rate is 79.17 percent, it’s critical to pay attention to this data. Cart abandonment rates, like conversion rates, are affected by a variety of factors, including your specialty.

You must determine what causes consumers to abandon their carts in order to enhance conversion. The following are some of the most important reasons:

  • Hidden expenses
  • The requirement to create an account
  • a lengthy procedure
  • Total costs are not shown.
  • The website appears untrustworthy.
  • Errors or crashes on the website
  • Poor return policy and slow shipping
  • Insufficient payment alternatives
  • Card declines

Small adjustments like adding an SSL certificate, simplifying the procedure, and eliminating unnecessary fees may all help you enhance your conversion rate. There are several companies who may give you with necessary SSL certificates. For example, if you are an ecommerce entrepreneur, a cheap ev ssl might be a nice bargain for your company. It delivers robust encryption as well as business identity verification.

3. Use Remarketing to Attract Customers

Only a small percentage of customers will make a purchase on their first visit. Before customers are prepared to give personal information, they must trust your website.

According to some accounts, making a conversion takes roughly seven tries. Remarketing comes into play in this situation. The strategy entails promoting your products or services to people who have already interacted with you.

These might be previous customers or visitors who were interested in what you have to offer.

The fascinating thing about remarketing is that around 25% of consumers appreciate seeing it. Furthermore, people who encounter these advertisements are 43% more likely to convert.

We should also highlight that a retargeted ad’s clickthrough rate is around 10 times greater than a typical display ad’s. Users are more likely to be interested in a product that they are familiar with or have previously been interested in.

As a result, it’s no wonder that retargeted advertising have higher conversion rates. They are, however, often more expensive to operate.

So, employ this strategy to reclaim consumers you thought you’d lost.

4. Change and Test Frequently

Finding out what works and what doesn’t might be difficult. Running A/B testing, as described above, is the only way to be sure.

Every minor alteration has an impact. However, keep in mind that substantial outcomes take time. Results might take a month or two to appear. Expect a slow increase in your conversion rate.

Additionally, some adjustments may cause a drop in conversion. If this occurs, make sure to return to your previous task.

5. Enhance customer service

Websites with high conversion rates usually provide outstanding customer service. While offline assistance isn’t always beneficial, internet assistance may be quite effective.

Make sure to include a FAQ on any pages that require it, as well as all crucial tips, so that people are not confused.

Consider developing a Knowledge Base with answers and guidelines to assist people in locating the information they want.

In addition, make the live chat option available. It may boost income by up to 48% while also increasing conversion rates by up to 40%.

Conversion Rate By Channel

Conversion rate data from our agency’s clients was collected between 2016 and 2021, and is presented in this report. This data, along with our other quantitative reports on customer acquisition expenses, lead-to-MQL conversion rates, lead generation channels, SEO ROI, and LinkedIn organic benchmarks & ROI, is aimed to shed light on the efficacy of various online and offline efforts.

The conversion rate is calculated by dividing the number of leads generated by a marketing channel by the total number of visitors supplied through that channel over the course of a year. We separate our conversion rate statistics by target audience in the table below since we work with both B2B and B2C clients, and their audiences can be quite diverse.

Following the table, we provide recommendations for increasing conversion rates on the channels for which we have the most information.

Average Conversion Rate by Channel

ChannelB2C Conversion RateB2B Conversion Rate
Organic Channels
Thought Leadership SEO2.1%2.6%
Organic Social2.4%1.7%
Email Marketing2.8%2.4%
Public Speaking1.7%2.9%
Video Marketing.8%1.3%
Inorganic Channels
Account Based Marketing (ABM)N/A3.8%
Direct Mail<.1%.3%
Outdoor Advertising.4%.6%
Paid Social2.1%0.9%
Trade Shows.4%.7%

Optimizing Your Conversion Rates

We’ve listed the most actionable qualitative lessons for increasing conversion rate on each channel in this section. The following data is taken from our agency’s Lessons Learned paperwork, which is prepared at the end of each campaign.


When using a hub and spoke approach, which arranges keywords into the most commercially valuable categories and carefully considers the search intent of the term targeted on each page, SEO campaign conversions are at their maximum.


PPC campaign conversion is improved by carefully selecting keywords (focused mostly on transactional keywords) and mass-producing particular, highly-targeted landing pages, each with a thoroughly-tested UX.


Email conversion rates are highest when sent at the right frequency—on average, every 2 weeks for B2C campaigns and every 4 weeks for B2B campaigns.

Trade show

When you have a distinctive product to offer, your signage attracts passersby, the product has a compelling use case for many of the firms in attendance, and the individual manning the booth is a good communicator, trade show conversion is at its peak.

Direct mail

High conversion rates are seen in direct mail efforts that include informative infographics, tables, and other instantly valuable information, since recipients save the letter.

Organic social media

Organic social media conversion rates are highest when postings feel original and/or filled with unique facts, and when they appear to be endemic to the medium (e.g. unique, channel-aware status updates on each medium).


When the presenters are seasoned professionals who are presently working in the industry, and the webinar series has built a reputation for clear, practical takeaways, word-of-mouth recommendations, webinars convert at the greatest rate.

Video marketing

Video marketing converts highest when the topics or keywords targeted are part of a thoughtful strategy that targets the areas of highest interest and/or timeliness; and if the speaker is interesting (and interesting to look at), clear-voiced, and well-lit.

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