2 min read

Website Conversion Rates by Industry

Website Conversion Rates by Industry

A website’s conversion rate represents the percentage of users that complete a desired action compared to the total website visitors. Depending on the business model, a conversion can take many forms. For example, in B2C ecommerce websites, conversions are typically purchases. 

However, in B2B marketing, a conversion might be filling out a form or signing up for emails. That being said, a major goal of digital marketing is to increase a website’s conversion rate. 

How do you know if your conversion rate is good?

According to Geckoboard, the average conversion rate across all industries ranges from about 2% to 5%. However, ecommerce conversion rates, in particular, come in lower at 1.8-3.7% on average, while the average B2B conversion rate ranges from 2.2-4.3%.

Just as the types of conversions differ by industry, there are different industry benchmarks for a “good” conversion rate. It’s important to know your industry's average conversion rate to understand better where your brand falls in the competition.

Conversion Rates by Industry

We looked for the latest data on conversion rates by industry and landed on two main sources: FirstPageSage and IRPcommerce. To start, let’s look at B2B conversion rates by industry:

seo blog subscription

B2B Conversion Rate by Industry

FirstPageSage conducted research over the course of a decade working with B2B clients related to conversion rates. The research yielded an average conversion rate for 25 B2B industries. The table below shows the values for each industry, followed by a graphical representation.

Industry

Average Conversion Rate 

Addiction Treatment

2.10%

B2B SaaS

1.10%

Biotech

1.80%

Commercial Insurance

1.70%

Construction

1.90%

Engineering

1.20%

Environmental Services

1.30%

Financial Services

1.90%

Heavy Equipment

1.70%

Higher Education & College

2.80%

HVAC Services

3.10%

Industrial IoT

2.60%

IT & Managed Services

1.50%

Legal Services

7.40%

Manufacturing

2.10%

Medical Device

1.50%

Oil & Gas

2.60%

PCB Design & Manufacturing

2.30%

Pharmaceutical

1.90%

Real Estate

2.80%

Software Development

1.10%

Solar Energy

1.80%

Staffing & Recruiting

2.90%

Transportation & Logistics

1.40%

 

eCommerce Conversion Rate by Industry

IRPcommerce provides a handy tool for looking at the latest B2C conversion rate data by industry. According to this source, the average ecommerce conversion rate for September 2023 is 1.99%, which is up from 1.73% in September 2022.

The tool allows users to look at 12 industries in detail. Not only does it show the current ecommerce conversion rate, but you can also compare it to the previous year. The table below summarizes the 12 industry trends.

Industry

September 2023

September 2022

Arts and Crafts

5.19%

3.90%

Baby and Child

0.85%

1.08%

Cars and Motorcycling

1.52%

1.13%

Electrical and Commercial Equipment

1.59%

0.73%

Fashion, Clothing, and Accessories

1.73%

1.58%

Food and Beverage

1.22%

1.35%

Health and Wellbeing

4.18%

3.88%

Kitchen and Home Appliances

3.01%

2.49%

Pet Care

2.17%

1.38%

Toys and Games

1.32%

1.31%

Sports and Recreations

1.48%

1.37%

Home Accessories and Giftware

1.48%

0.98%

 

Conversion Rate Variability Within Industry

It’s important to note that even within the same industry, the average conversion rate can vary greatly.  Previously, we covered the average SaaS conversion rate and how it varies by factors like marketing channel, pricing model, and target audience. 

Conversion Rate Optimization (CRO)

Optimizing a website’s conversion rate can take many forms. Hubspot identified target pages for implementing CRO strategies, including the home page, pricing page, blog, and landing pages. With the launch of GA4, learning how to explore funnels and paths is essential for conversion rate optimization. It might be daunting to jump into this by yourself, but luckily Hire a Writer can help. Our team offers content marketing expertise to optimize your website’s conversion rate and SEO analytics solutions to track progress. To find out more, contact Hire a Writer today.

Linguistics and SEO: The Importance of Using Both

3 min read

Linguistics and SEO: The Importance of Using Both

Effective search engine optimization (SEO) is based on many factors. Taking a linguistic perspective is a smart, accurate way to plan your SEO...

Read More
Website Conversion Rates by Industry

7 min read

Website Conversion Rates by Industry

A website’s conversion rate represents the percentage of users that complete a desired action compared to the total website visitors. Depending on...

Read More
How Does Google Search Understand Human Language?

2 min read

How Does Google Search Understand Human Language?

Billions of searches are conducted every day. Google stands as the unrivaled gatekeeper to a wealth of information. Have you ever wondered...

Read More
Google's

2 min read

Google's "Search Off The Record" Podcast Sheds Light on Evolving Ranking Systems and Updates

In the latest episode of Google's podcast series, "Search Off the Record," Danny Sullivan, Search Liaison at Google, takes the spotlight to...

Read More
Beyond the Blog: 3 Types of B2B Content

3 min read

Beyond the Blog: 3 Types of B2B Content

According to Salesforce, B2B (business-to-business) marketing is the technique businesses use to generate leads from other companies. Therefore, B2B...

Read More
Understanding Bounce Rates and Their Impact on SEO

3 min read

Understanding Bounce Rates and Their Impact on SEO

Bounce rates are a crucial metric in the world of website analytics, holding significant implications for your website's performance and its search...

Read More