Average Conversion Rate: Websites & Landing Pages

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Looking at your conversion rate can tell you how many people are completing an offer. In this lesson, you'll learn more about average conversion rates for websites and landing pages.

Gaining Conversions

Pretend that you're a budding e-commerce entrepreneur. Your website selling organic beauty products is receiving a lot of clicks and views. Your email marketing campaign and social media tactics are being seen by many, with various comments and likes. In fact, many people are clicking your offers and going to your website, but you're noticing that not very many people are following through and completing an action.

A conversion rate for a website or landing page tells you how many people are converting to sales or leads.
A conversion rate for a website or landing page tells you how many people are converting to sales or leads.

What can you do to boost your sales and lead percentages? How many people are converting, and how can you improve that number? You need to take a closer look at your conversion rate.

What Does Conversion Rate Mean?

Your conversion rate is one of the most important metrics to monitor on your website. It is the number of people who are converting to your proposed offer, whether that's making a purchase, signing up as a subscriber, downloading an eBook or white paper or even starting a free trial. Whatever the goal is for your conversion is where the conversion rate is measured.

The conversion rate is important both from a marketing standpoint (is your message resonating with consumers to encourage them to engage with your offer?) and from a business standpoint (are you gaining additional customers or revenue as a result of your offer?). The conversion rate is expressed as a percentage, and if it were displayed as a math problem, it might look like this: number of total clicks divided by number of conversions = conversion rate. So, if you have 100 total clicks and 50 people convert, you have a 50% conversion rate. You can usually view your conversion rate in the metrics and analytics reporting on the back-end of your website.

Conversion rates can also be important from a tactical standpoint, meaning that a low number can indicate a possible problem, such as a technical issue with your website that is making it difficult for consumers to convert or a flaw in the marketing message itself, such as a cluttered design, poor keywords, wrong target audience or a weak call-to-action that doesn't prompt viewers to act.

So, what's a typical conversion rate for a website or landing page? How do you know how your pages stack up against the competition? Let's talk a look at what average conversion rates look like for a website.

Let's Talk About Averages

Many people will visit your website directly, but others will arrive through a landing page, that is, a dedicated page that relates your special offer arrived at by clicking an online, email or social media offer. For example, if you're offering free shipping to your social media audience and they choose to take advantage of that offer by clicking the link in your social media post, they should arrive at a landing page that provides the details of the offer and how to redeem it.

Many surveys and experts have weighed in on what a typical conversion rate looks like, and for most, that number falls between two and three percent. A conversion rate on the high end may reach as much as five percent, while the low end could hover around one percent.

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