What’s a good conversion rate?

It’s important to realise that what’s considered a “good” conversion rate will vary from one website to the next. What kind of website it is, the market it belongs to, and the kind of products it sells will determine what kind of conversion rate can be expected. For example, a manufacturing company should expect a very different conversion rate to a local supermarket, which would again be different to a high-fashion, online boutique store.

There are two metrics you should look at in your website analytics to determine if you’ve got a good conversion rate or not:

  1. Bounce rate: A “bounce” occurs when a user visits your website and then leaves, having done nothing on it. They might spend an hour reading what you’ve got on that one page, but if they then click back to Google or log offline they’re going to contribute to your bounce rate. Customers only won’t be counted as a bounce if they click on to another page on your website, watch some videos, click on the shopping icon, or do something else with the website. If your website has a large bounce rate, then it can’t have a high conversion rate.
  2. Website speed: Any page that takes longer than two seconds to load will struggle to reach its ideal conversion rate. Websites need to load quickly, or audiences will click off.

As a rule of thumb, a conversion rate will generally be in the single digits. But websites that have smaller numbers of readers can – and should – expect higher conversion rates. This is because the fewer people that visit the website, the fewer the number of conversions needed to end up with a high conversion rate. However, for a standard website with a good sized audience:

  • Under 1% conversion = very poor. There’s something wrong with the page.
  • 2% = minimum. This conversion rate is acceptable, but can almost certainly be improved.
  • 3.5% = decent. This is the benchmark for most websites as a healthy conversion rate.
  • 5% = good. This is the sign of a website that’s a genuinely healthy asset for the organisation.
  • 8% or greater = excellent. This website is fully optimised and a key asset for the organisation.

Here is some specific advice on how to optimise a low-traffic website and the results you can expect. Again, these conversion rates can vary greatly depending on the kind of product or service being sold on the website.

Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Web Profits
Alex Cleanthous is Director of Strategy + Innovation at Web Profits. With more than 17 years experience in the digital space, Alex is responsible for ensuring that Web Profits stays at the forefront of digital strategy and execution. With offices in Australia, Singapore and the United States, Alex focuses on driving growth across all regions, as well as identifying and expanding into new markets and new industries. Alex lives, loves and breathes strategic design thinking and bringing innovative solutions to life through end-to-end implementation.

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