There are many factors that contribute to a website’s conversion rate, so it’s difficult to say what a good conversion rate actually would be. For example, B2B service websites tend to have a significantly lower conversion rate than B2C e-commerce websites. The website’s structure can also affect the conversion rate—high-traffic blog content may be designed to bring a lot of visitors may reduce the conversion rate even if other parts of your website convert well.

When we run a CRO program for our clients, we’re less concerned about hitting arbitrary benchmarks and more focussed on relative progress: are we improving the conversion rate and allowing our clients to hit their targets? This is what’s important.