Conversion Rate

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What Is Conversion Rate?

Conversion rate is the percentage of users who complete a desired action out of the total number of visitors to a website, landing page, or campaign. These actions can include filling out a form, making a purchase, signing up for a newsletter, or downloading a resource. It is calculated using the formula:

Conversion Rate = (Conversions / Total Visitors) × 100

This metric helps marketers understand how effectively their efforts are driving meaningful outcomes rather than just traffic.

Conversion Rate Benchmarks Every Marketer Must Know

Conversion rate benchmarks vary by industry, traffic source, and campaign type. However, average conversion rates across industries typically fall between 2% and 5%.

Here are some rough benchmarks by channel:

• Email Marketing: 5% – 15%
• Paid Search: 3% – 6%
• Social Media Ads: 1% – 2%
• Landing Pages: 2% – 5%
• E-commerce Websites: 1% – 4%
• B2B Lead Gen: 2% – 6%

Top-performing companies often exceed these benchmarks by continually testing, optimizing their funnel, and aligning messaging with audience intent.

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