E-commerce conversion rates benchmarks 2022 - How do yours compare? (2023)

E-commerce conversion rate and lead generation landing page stats for desktop and mobile devices for benchmarking averages across different industries

As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, all site managers and owners want to know the benchmarks - "how do our conversion rates compare?". Now, as marketers plan for 2022, it's never been more important to audit and optimize your marketing success metrics.

In this post, I have compiled different free industry sources focusing on retail e-commerce conversion. At the end of this article, we also feature an analysis of landing page lead generation conversion rates by industry sector towards the end of the post. We keep this compilation updated as new conversion data is published in 2022.

How are e-commerce conversion rates measured?

When benchmarking conversion, it's important to consider the denominator. Are you dividing the number of sales by the number of unique visitors or visitor sessions?

In Google Analytics, which can be considered the standard reference, sales transactions are divided by visits. E-commerce Conversion Rate is defined by Google as:

"The ratio of transactions to sessions, expressed as a percentage. For example, a ratio of one transaction to every ten sessions would be expressed as an Ecommerce Conversion Rate of 10%".

Before we get to the stats, a couple of caveats on benchmarking conversion rates:

When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor.

To see why, take a look at Dan Barker's excellent post explaining why conversion rate is a horrible measure to focus on...

Retail conversion rates by region

If your marketing strategy includes geo-targeting, can be particularly useful to come up with country-specific KPIs for segments of your customer base. The key here is for these stats to inform your goals not to define them.

The Kibo e-commerce Quarterly is a great source giving regularly updated benchmarks on conversion in the US, GB, and EMEA, segmented by devices and media for large e-commerce brands.

The latest data was published by Kibo is from Q2 2021. The full report also includes average add-to-basket rates.

It's also useful to include cart and abandoned cart rates here to get a fuller picture of the funnel.

(Video) 22 Ecommerce Metrics for 2022 (with Benchmarks)

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E-commerce conversion benchmarks by industry

Many marketers set their KPIs based on industry benchmarks. For example, if you’re catering to a market with a lower overall conversion rate, a good conversion rate may still be lower than the average across all industries.

Unbounce's 2021 Conversion Benchmark Report compared landing page conversion rates across 16 industries - with 'catering & restaurants coming up top with an average conversion rate of 9.8%. Agencies and real estate represent the other end of the scale, converting only 2.4% and 2.6% respectively.

Meanwhile, online shopping data from April 2021 data puts food & beverage as the top online shopping category for conversion rate in the first quarter of 2021. The next highest converting categories of 2021 were hair care, beauty and skincare, and health and beauty. Luxury items and homeware (home furniture/ appliances) seemed to convert at a much lower level in 2021.

Keep up to date with the latest e-commerce stats and trends to reach and convert more customers on your digital platforms.Our premium marketing solutions empower marketing leaders to optimize their marketing strategies with case studies, best practice advice, and actionable marketing tools.

Mobile e-commerce conversion rates

With shoppers increasingly using smartphone and tablet to purchase, it's vital for online retailers to know which conversion benchmarks they should be achieving on a smartphone device. Globally, the average order value on a desktop was 42% higher than on a mobile phone in Q3 2020.

(Video) How to optimise your ecommerce conversion rate

We recommend our advanced module mobile and multiscreen usability for marketers looking to improve their customers' multichannel e-commerce digital experiences.

Further insight is available on conversion rates by operating system:

This shows that iOS conversions are slightly higher than Android, and Windows conversions are significantly higher than Mac. It's unclear to what extent this is based on usability against other demographics.

Omnichannel conversion rates

Compilations of published conversion rates often only consider online conversion to sale. Research by Google and Wolfgang Digital shines a light on ‘research-online purchase-in-store’.

"By uploading Point Of Sale information to Google, retailers can now match in-store purchasers with online ad clickers, gaining further visibility on the success of their campaigns."

The results speak for themselves: digital marketers saw an extra 168% in revenue in their in-store sales, on top of what was made online.

E-commerce conversion rates benchmarks 2022 - How do yours compare? (9)

What are the reasons consumers are less likely to buy on smartphones?

The comScore Mobile Hierarchy report has some useful insight into this, which retailers can use to improve their service or messaging to reassure consumers.

E-commerce conversion rates by country

It can be particularly useful to come up with country-specific KPIs for segments of your customer base. It might also be necessary to amend KPIs based on industry benchmarks if you’re catering to a market with a lower overall conversion rate. As always, the key here is for these stats to inform your goals not to define them.

In the table below, Germany leads with an average conversion rate of 2.22% while Italy lags behind at 0.99%.

Google Ads mobile conversion rates across different industry sectors

The 2021 cross-industry Google Ads clickthrough rate and conversion benchmarks show that:

The average conversion rate in Google Ads on mobile across all industries is 3.48% on the search network and 0.72% on the display network.

(Video) How To Increase Conversions On Your E-Commerce Website 2022 | Conversion Rate Optimisation (CRO)

It's no surprise that the conversion rate in the search network is much higher than in the display network since, in the search network, searchers are typing in product and brand names when they have a specific intent. This isn't the case in the display network where they are responding to banner and text ads, typically on publisher sites.

The results from 18 industries could be useful if you are a startup modeling conversion rates as part of a business plan, or if you want a top-level comparison for your activities with others in your industry.

Of course, the outcome that is measured as conversion rate will vary according to the sector and depending on the type of keyword. Brand searches always have higher clickthrough and conversion rates than generic searches, for example. For retail, the outcome will be conversion to sale, but in many other sectors show, the conversion will be converted to lead.

E-commerce conversion funnel

This funnel-based view of the conversion process is useful since as well as the average basket and sales conversion rates, it also shows the conversion rates to product page views which aren't published so often:

As would be expected, the number of sessions with product page views is much higher than the other micro-conversions, approaching 50 percent. This provides a useful benchmark and prompts retailers that it's useful to assess conversion to product page views when making site design improvements.

It also reminds us of the value of following up on interest in specific products and categories via sending personalized automated browse abandon emails. We have dedicated tools and training to support marketers using automation to optimize their marketing strategy.

Use our digital marketing plan template to streamline and prioritize your marketing activities across a simple marketing funnel of reach, act, convert, and engage. Find out more.

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Conversion by channel

This research from Optimizely Episerver retail clients Q1 2020 (based on 1.3 billion unique shopping sessions across 159 unique retail and consumer brand websites) shows a typical pattern. Conversion rates are significantly higher where consumers have higher intent, i.e. they are searching for products. This compares to social and display referred visits where conversion rates are significantly lower.

(Video) How To Increase Your Conversion Rate On Shopify (Full Walkthrough)

E-commerce conversion rates benchmarks 2022 - How do yours compare? (16)

Options for segmenting e-commerce conversion rates

As Dan Barker suggests in his advice we mentioned at the start of this post, conversion rate gets more useful as you break it down by different types of visitors with different intent and a different relationship with the retailer.

Different conversion rates and average order values can then be segmented for different audiences to understand and work to improve the quality of traffic or strength of propositions, for example:

  • First time, repeat visitor or registered customer conversion
  • Referring channel conversion, e.g. paid or natural search, social media, affiliates, display advertising
  • Search type, e.g. paid or natural, brand, generic or long-tail
  • Product category type - conversion rates are much higher for simple commodity products for example - flower purchase (double-digit percentage) compared with a higher cost product that will often be purchased in-store (for example beds or furniture which will often be less than one percent).
  • Promotion type or seasonal sale - the IMRG data and Coremetrics data below shows that conversion rates can increase dramatically at these times.

Keep up to date with the latest digital marketing stats and trends to reach and convert more customers on your e-commerce website. Identify new opportunities to develop your digital strategy and win more customers with our dedicated guidance and support for retailers.

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E-commerce conversion rates benchmarks 2022 - How do yours compare? (17)

Lead generation and landing page conversion rates by sector

This 2017 landing page lead generation conversion rate research from Unbounce reports lead conversion rates by industry. Industries covered include business-to-business, Travel, Healthcare, Legal and Education sectors.

The chart shows wide variation within and between sectors with some businesses achieving lead generation conversion rates much higher than the media. So, to compare against your rates it's best to look at the media rates which vary between 2.8% and 6%.

We have retained this older version since it shows the range of conversion rates. In 2020 Unbounce released a new landing page conversion rate compilation.

E-commerce conversion rates benchmarks 2022 - How do yours compare? (19)

Form completion conversion rate comparison

Another source to use for benchmarking lead generation efficiency which has unique insight breaking down the process by sector is provided by the Zuko form performance benchmarks October 2021.

Form types include purchase, inquiry, and registration data. Most forms tracked are transactional forms of various kinds, but you can see the full breakdown below.

(Video) How To Make Your Ecommerce Site Super Profitable

This shows that typically only one-third of people start entering data into the form, showing the value in AB testing to ensure you make the value of completing the form via the title, copy, imagery and follow-up clear. Overall, just under half typically complete each form.

Want to find out more? Keep up to date with the latest e-commerce stats and trends to reach and convert more customers on your digital platforms. We have tools and training to support a data-driven approach to improve your e-commerce conversion rates. Start now.

FAQs

How do you compare conversion rates? ›

To determine a conversion rate, divide the number of goals achieved in a given time frame by the total number of visitors to your website, then multiply that number by 100. So if your landing page had 16,982 visitors and of those, 3,604 took a desired action, then your conversion rate is 21.22%.

What is a good conversion rate 2022? ›

Conventional wisdom says that a good conversion rate is somewhere around 2% to 5%, others will say it's anywhere above 10%. But it just depends. There's no one-size-fits-all rate. Conversion rates vary by industry, product, traffic source, landing page copy, what you define as a conversion, and so much more.

What's a good conversion rate for ecommerce? ›

What is a Good Ecommerce Conversion Rate? Average ecommerce conversion rates are around 2.5-3%. Even if you are doing everything right, you can still expect to win the sale around 2-3% of the time. A 3%-plus conversion rate should be the baseline goal for your online store.

What is benchmarking in e commerce? ›

E-commerce benchmarking is used to help companies compare the costs and performance of their online operations with those of other companies.

How do you know if a conversion rate is good? ›

If 6% of your website visitors join your mailing list or make a purchase, your website is 6% effective. But here's the thing: That's actually very good. In fact, a “good” website conversion rate falls between 2% and 5% across all industries.

Is a conversion rate of 2% good? ›

A good conversion rate is between 2 percent and 5 percent. The thing with conversion rate is that even a jump of 0.5 percent can be a big deal.

Is a 30% conversion rate good? ›

Broadly speaking, a common conversion rate for an email opt-in landing page is between 5% and 15%. The companies with the most success tend to convert at around 20-25%. And the very cream of the crop achieves conversion rates of 30% or higher.

Is a 3.5% conversion rate good? ›

What is a good conversion rate? While an average conversion rate is usually around 2% to 3.5%, a good conversion rate is higher. To determine a good conversion rate, we refer to websites that are in the top 10% of conversions, which have conversion rates of at least 11.45%.

What is an average good conversion rate? ›

Conventional wisdom says that a good conversion rate is somewhere around 2% to 5%. If you're sitting at 2%, an improvement to 4% seems like a massive jump. You doubled your conversion rate! Well, congratulations, but you're still stuck in the average performance bucket.

How can I improve my ecommerce conversion rate? ›

26 Ways to Improve Your Ecommerce Conversion Rate
  1. Reduce the number of steps in the checkout process.
  2. Reverse-engineer the customer journey.
  3. Make sure your data is passed back to your site.
  4. Use a simple design layout.
  5. Optimize your site speed.
  6. Add social proof.
  7. Offer free shipping.
  8. Run experiments.
9 Jun 2020

What affects ecommerce conversion rate? ›

Your traffic source

Traffic source – where your users come from – is probably the variable that has the biggest impact on your overall conversion rate. “Warm” traffic sources – like referrals or email traffic – convert at a much higher rate than “cold” traffic sources like paid advertising or social media.

Why is the conversion rate important? ›

Why are conversion rates important? Conversion rates are an effective way of comparing and contrasting the performance of multiple advertising channels. As with the example above, conversion rates are particularly important when running mobile user acquisition because they can measure the success of each campaign.

What are the 4 types of benchmarking? ›

There are four main types of benchmarking: internal, external, performance, and practice.

What are the 4 steps of benchmarking? ›

The Four Phases Of Successful Benchmarking
  • Phase 1: Current State Assessment.
  • Phase 2: Benchmarking Participant Identification.
  • Phase 3: Comparative Analysis.
  • Phase 4: Strategic Prognosis.
17 Nov 2017

What are the 5 types of benchmarking? ›

The six most significant types of benchmarking:
  • Internal: Comparing processes within the organization.
  • External: Comparing to other organizations.
  • Competitive: Specifically comparing to direct competitors.
  • Performance: Analyzing metrics to set performance standards.
  • Strategic: Evaluating how successful companies strategize.
14 Oct 2020

What is a good sales conversion percentage? ›

Less than 10% seems like a good sales conversion rate as the majority of the experts we surveyed say that their current sales conversion rate is somewhere less than 10%. Research also concludes that around 10% is a good sales conversion rate with the average conversion rate across industries being 2.5%.

What does a high conversion rate indicate? ›

Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you're offering, and they're easily able to get it!

What affects the conversion rate? ›

Conversion rate is also affected by page design, page layout, the text and images on the page, and so on. If it's not clear to a page visitor what action they should take next, or if too many options are presented, they may bounce from the page.

What is a good conversion rate on Shopify? ›

If you have below 0.5%, you likely have room to improve, and if you are above 3.3%, you have a very good ecommerce conversion rate—in the top 20% of all Shopify stores.

What are the 2 metrics required for calculating conversion rate? ›

Conversion rate = total number of conversions / total number of unique visitors x 100. Conversion rate = total number of conversions / total number of leads x 100.

What is a bad conversion rate? ›

As a good rule of thumb, most companies reach a conversion rate of 2–3 percent. If your conversion rate is below 3%, you should start worrying.

Is a 12% conversion rate good? ›

Generally, a 12% conversion rate is pretty good for lead generation landing pages. And by "pretty good," we mean you'll be better than about 90% of your competitors. That's according to our analysis of 64,000+ landing pages across 10 popular customer industries.

Why are my conversion rates so low? ›

If your website metrics are showing a good amount of visitors, but your conversion rate is low, the reasons for it can be directly connected to an ineffective call to action, bad user experience, the site is targeting a broad and wrong audience, it's unclear to the visitors what you are offering, and the copy isn't ...

What is a good conversion rate on Amazon? ›

On average, a good conversion rate aim on Amazon is between 10% and 15%. When it comes to determining what conversion rate is good, different data sets could mean different things.

Is a 5% conversion rate good? ›

An average conversion rate for a website is between 2 percent and 5 percent. Website conversion rates higher than 5% are considered to be “good” or above the average.

What is a 1% conversion rate? ›

In general, online marketing experts assume an average conversion rate in e-commerce of 1%, meaning that, in practice, every 100th customer buys something. Successful online shops usually work with a 10% conversion rate.

What is a good conversion rate for b2b? ›

With the right call to action, coupled with the right kind of traffic, you should expect to see a 1.5 – 3% conversion rate from your website or landing pages.

What techniques would you use to improve conversion rates? ›

11 Statistically Proven Methods To Increase Your Website Conversion Rate
  • Define your site's goals. ...
  • Collect and analyze visitor data. ...
  • Perform competitor analysis. ...
  • Assess your current conversion funnel. ...
  • Define and clearly highlight your value proposition. ...
  • Optimize layouts of your critical pages. ...
  • Apply sales copy best practices.
26 Oct 2022

What is the best conversion strategy? ›

Lead Conversion Best Practices
  • Learn to Capture the Right Market. ...
  • Segregate your Leads. ...
  • Leverage Lead Scoring to Your Advantage. ...
  • Establish Communication With your Leads as soon as they Convert. ...
  • Use Effective Communication Channels. ...
  • Regularly Follow-Up with your Leads. ...
  • Speed Up the Work of your Sales Team.
2 Nov 2022

How do you make an effective conversion? ›

I'm going to give you my best ways to improve conversion rates:
  1. Add a pop-up to your site.
  2. Remove unnecessary form fields.
  3. Add testimonials, reviews, and logos.
  4. Remove distractions.
  5. Make the initial step really easy.
  6. Add a third-party signup service.
  7. Strengthen your CTA copy.
  8. Add live chat to your site.
22 Apr 2020

What are the 4 types of conversion? ›

Direct Conversion 2. Parallel conversion 3. Modular Conversion 4. Phase-In Conversion.

What's the average conversion rate online? ›

The 2021 cross-industry Google Ads clickthrough rate and conversion benchmarks show that: The average conversion rate in Google Ads on mobile across all industries is 3.48% on the search network and 0.72% on the display network.

What is conversion rate in simple words? ›

The conversion rate is the number of conversions divided by the total number of visitors. For example, if an ecommerce site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%. A conversion can refer to any desired action that you want the user to take.

Do conversion rates matter? ›

Your conversion rate matters because it can impact your bottom line. If you're not converting enough website visitors into customers, you're losing potential revenue. To increase your conversion rate, you need to understand what's preventing people from taking the desired action and address those issues.

How important is conversion rate optimization? ›

Conversion rate optimization is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have. By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.

What is a benchmark example? ›

For example, benchmarks could be used to compare processes in one retail store with those in another store in the same chain. External benchmarking, sometimes described as competitive benchmarking, compares business performance against other companies.

What is a benchmark explain with examples? ›

Benchmarking is a process of measuring the performance of a company's products, services, or processes against those of another business considered to be the best in the industry, aka “best in class.” The point of benchmarking is to identify internal opportunities for improvement.

How do you calculate a benchmark? ›

How are benchmarks calculated? The scores that make up the benchmarks are simply the average scores for the particular group you are comparing to. If you are looking at average factor scores for your organisation for 2022 vs 2021 you are comparing the average score for this year vs the average score for last year.

How do you analyze benchmarking examples? ›

8 steps in the benchmarking process
  1. Select a subject to benchmark. ...
  2. Decide which organizations or companies you want to benchmark. ...
  3. Document your current processes. ...
  4. Collect and analyze data. ...
  5. Measure your performance against the data you've collected. ...
  6. Create a plan. ...
  7. Implement the changes. ...
  8. Repeat the process.

What is the key to successful benchmarking? ›

Benchmarking is most effective when organizations compare their cost-per-hire against similar organisations metrics, making a meaningful comparison. The organization overall business strategy can affect cost-per-hire.

What are the three types of benchmark? ›

Three different types of benchmarking can be defined in this way: process, performance and strategic. Process benchmarking is about comparing the steps in your operation versus the ones that others have mapped out.

Which is the best example of benchmarking? ›

Benchmarking examples are instances of companies or departments measuring their results against other departments or others in their industry, a practice that can help them understand how they're performing compared to their competitors.

What are the characteristics of a good benchmark? ›

A good benchmark will have transparent set of public rules and, therefore, predictability for investment managers. » Appropriate. The benchmark is consistent with the manager's investment style or area of expertise. » Reflective of current investment opinions.

What are common benchmarks? ›

Some widely used benchmarks in the stock market are the Wilson 5000, Dow Jones Industrial Average, and the Russel 2000.

Is a lower or higher conversion rate better? ›

Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you're offering, and they're easily able to get it!

What does a good conversion rate mean? ›

What's a good conversion rate? A good conversion rate is above 10%, with some businesses achieving an average of 11.45%. Earning a good conversion rate places your company in the top 10% of global advertisers, which makes your conversion rate two to five times better than the average conversion rate.

What is a realistic conversion rate? ›

Conventional wisdom says that a good conversion rate is somewhere around 2% to 5%. If you're sitting at 2%, an improvement to 4% seems like a massive jump. You doubled your conversion rate! Well, congratulations, but you're still stuck in the average performance bucket.

What are the three major conversion strategies? ›

Direct changeover. Parallel conversion. Gradual, or phased, conversion.

What are conversion strategies? ›

Conversion strategies work to add value, create a good customer experience and turn browsers into repeat buyers. Each goal is a vital element in a well-developed conversion strategy. Employee training and development programs, high customer service standards and differing pricing strategies all drive conversion rates.

Why is conversion rate so important? ›

Conversion rate optimization is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have. By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.

Why is it important to understand conversion rates? ›

Why are conversion rates important? Conversion rates are an effective way of comparing and contrasting the performance of multiple advertising channels. As with the example above, conversion rates are particularly important when running mobile user acquisition because they can measure the success of each campaign.

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