Conversion rate is one of the most important metrics to consider in digital marketing. It shows just how many visitors actually complete the desired action—convert their visit into a purchase or sign-up, or any other goal you’ve set for the website.
In case it isn’t obvious, every brand wants to have as high of a conversion rate as possible. This is why conversion rate optimization is an essential strategy for enhancing your ROI. But how much do we know about it?
Take a few minutes to learn the most crucial CRO statistics that can make or break your marketing campaign.
- Tablets have the highest average conversion rates of 3.32% for ecommerce.
- The average conversion rate of Facebook Ads is around 9.11%.
- Increasing the number of landing pages can improve the number of conversions up to five times.
- 32.3% of potential customers leave if they have to wait for more than seven seconds for the page to load.
- SEO leads have a conversion rate of 14.6%.
- The average conversion percentage for online retail stores is around 3%.
- 88% of customers are likely to spend more money on your website if you offer free shipping.
- The conversion rate for Shopify is 1.6%.
Conversion rate is a metric in marketing that shows how many of the website visitors complete the desired action, be it purchase, signing up, subscribing, etc. To put it simply—it’s the ultimate indication of how successful your marketing strategy is.
Conversion rates—like every other metric in digital marketing—can vary significantly across different industries and can be achieved through different funnels and devices, with a drastic disparity in
1. The average conversion rate across all industries stands at 2.35%.
While going anywhere over this mark is a sign you are doing something right, it is essential to know that there are significant differences in data from one website to another.
This is where the CRO strategy can set you apart from the competition.
2. Tablets have the highest average ecommerce conversion rates at 3.32%.
The 2020 report is significantly different compared to 2019.
Consumers appeared to be more comfortable doing online shopping over desktop (4.14%) the previous year, while tablets also had a high conversion rate—3.36%. Desktops are now at only 2.1%.
It also showed that smartphones were the least popular device to conclude a purchase, standing at only a 1.53% conversion rate—in 2020, it became more popular to shop via phones, as the percentage increased to 2.01%.
3. The average PPC conversion rate is 3.75% across all industries.
The dating and personals industry has the highest average conversion rate at 9.64% on the search network, and 3.34% on the display network. The conversion is very high for the legal sector, standing at around 7%.
On the other hand, the lowest conversion rate—1.96%—is in the advocacy industry.
4. The average B2B lead conversion rate for the financial industry is 10%.
The media and publishing industry had the exact same CR as the financial industry, proving to be among the most successful niches when it comes to this metric.
Conversely, the lowest lead conversion rate was discovered to be in the non-profit sector, with only 2% of success.
Almost every marketing expert says that social media is the perfect channel to find potential consumers. After all, out of 7.6 billion people in the world, 3.96 billion use at least one social media platform—but how efficient are those platforms at bringing conversions?
5. Social media channels convert at a rate of 0.71%.
Even though we hear a lot about the importance of advertising your business on social media, the reality is that marketing efforts on social networks lead to only 0.71% of conversions.
However, the most crucial service social media presence can give you is brand awareness and exposure, which leads to more traffic.
6. The average Facebook Ads conversion rate is at around 9.11%.
While the average is just over 9%, some industries enjoy much higher conversion rates than others.
For example, the jobs and education industry is the most successful at 12.82%, while, the news sector has the lowest rate at only 2.15%.
The beauty and fitness industry enjoys an 11.65% average Facebook ad conversion rate, with science being the remaining one having a conversion rate of over 11—at 11.04%.
7. One out of three LinkedIn group posts phrased as a question brings conversions.
When posting to B2B groups, the LinkedIn statistics show that over 33% of posts convert if the subject lines are phrased as questions.
Implementing this way of communication might be worth trying.
Landing pages are a significant factor in your digital marketing strategy. But how much do they affect the conversion rates?
8. Increasing the number of landing pages can improve the number of conversions up to five times.
The survey showed that growing the total number of landing pages from 10 to 15 can bring in a 55% increase in the number of leads. Landing page conversion rates show that websites with over 40 landing pages have five times higher numbers than sites with one.
Even when presented with the obvious benefits of creating more landing pages, most businesses seem to average fewer than six.
9. Around 44% of clicks lead to the homepage.
The percentage is surprising considering homepages don’t have nearly as good conversion rates as landing pages.
The landing page metrics indicate that the less navigation the potential customer has to do, the better are the chances of conversion; so it’s always preferable to lead them straight to the target page.
10. A landing page without a navigation menu doubles the conversion rate.
The landing page’s whole point is to keep it as simple as possible for a visitor to complete the desired action.
Navigation menus make this harder, and quite frankly, annoying for consumers, which is why removing them can increase the conversion rate by up to 100%.
11. 32.3% of potential customers leave if they have to wait for more than seven seconds for the page to load.
The bar is set pretty high: the bounce rate of the two-second loading time is 9.6%. The percentage grows with each passing second.
The report on sales conversion rate showed that almost one-third (32.3%) of potential buyers leave if the loading time is seven seconds.
12. Paid search has the highest conversion rate at 2.9%.
It’s no surprise that the conversion through search is higher than any other, seeing as how user intent is one of the essential components of completed purchases.
Email marketing conversion rates are around 2.3%. Paid and organic search are the most successful with 2.9% and 2.8% conversion rates, respectively.
13. User-generated content can boost conversion rates by up to 207%.
Potential buyers are way more likely to buy a product after it’s been recommended by fellow consumers. This points out the importance of social proof, as the statistics indicated that people who look at user-generated content convert at a 161% higher rate than people who don’t. UGC is especially valuable in the apparel industry, which sees a 207% boost on average.
14. With properly applied inbound marketing, conversion rates can double.
Outbound marketing, no matter how essential, can’t compare to inbound marketing when it comes to the number of leads. The statistics show that inbound marketing practices can bring your business 54% more leads, while the conversion rate can double in numbers.
15. Personalized CTAs convert 202% better than the default calls-to-action.
The more effort marketers put in the personalization of their CTAs, the higher the conversion rates are.
There are many ways to personalize your CTAs and adapt your message to a visitor, whether based on their location, browsing language, or their status as a returning customer.
16. End-of-post banners account for only 6% of total leads.
This isn’t really surprising, considering people get accustomed to and simply start ignoring anything that looks like an ad—and banners definitely do. The majority of leads come from anchor text CTA, which by contrast, blends in much better.
The research shows it outperforms the call-to-action buttons by 121% when cleverly-worded. In total, between 47–93% of leads come from anchor text CTA.
17. SEO leads have a conversion rate of 14.6%.
When it comes to search results, achieving a high organic ranking can result in getting more leads or sales. Statistics show that 67.6% of all clicks go on the first five results on Google.
Outbound activities lead to a much lower conversion rate—1.7%.
18. Following up with web leads within five minutes makes it nine times more likely to generate a conversion.
According to CRO facts, time is crucial. While being ready to reply in a timely manner to every customer at any time can be overwhelming, there are many ways a business can get around this particular obstacle.
One of the methods is implementing chatbots that can answer some of the basic needs and questions a visitor has.
19. 48% of consumers think that a site that’s poorly optimized for mobile use is an indicator of the business not caring.
While smartphones aren’t exactly the most loved way to shop online, that seems to be changing. Mcommerce is getting more popular every year, not to mention it’s a generally more convenient way to purchase on-the-go.
This indicates an urgency for marketers and businesses to make the user experience on their mobile apps as smooth as possible.
20. The average conversion rate for online retail stores is around 3%.
Brick and mortar stores enjoy higher conversion rates, reaching 20% on average. When it comes to online stores, the situation is different for most of the vendors.
However—Amazon beats the odds, with a conversion rate of 13%. Amazon Prime members, on the other hand, convert at the rate of 74%.
21. Micro-influencers can generate 22.2 times more conversion compared to other influencers.
According to statistics about sales and conversion rates, potential customers tend to trust their fellow buyers on their word when it comes to recommendations. The research shows that 82% of people are likely to follow the lead of a micro-influencer they trust and buy the product they promote.
22. At the moment, 58% of companies use A/B testing for conversion rate optimizations.
On top of that, 35% of businesses say they plan to invest in CRO testing to boost their conversions. The optimal amount of testing seems to be two to three times per month. Average lead conversion rates show that strategized testing brings improvements and increased satisfaction with CR to businesses.
23. More than two-thirds (68%) of small businesses don’t have a documented conversion rate optimization strategy.
Documenting progress, tracking data, and making necessary changes to boost your business and conversion is the point of optimization.
Needless to say, not recording the variations in customer behavior and learning from the patterns puts small businesses at a significant disadvantage.
24. 88% of customers are likely to spend more money on your website if you offer free shipping.
One of the most agonizing parts of an online shopping experience for any customer is shipping. It’s hard for businesses to find a sweet spot between low shipping prices and short waiting times.
The solution, according to the latest CRO trends? Offer a variety but be sure to allow free shipping, because that’s been shown as one of the more important metrics for customers who are deciding if they will spend their money on your website.
25. An astonishing 97% of potential buyers check customer reviews before deciding whether to make a purchase.
This data ties in perfectly into the CRO statistics mentioned above about user-generated content.
Including product reviews significantly increases the chances of conversion, as people are more likely to want a product recommended by other customers, as opposed to trusting the word of a business that profits from it.
26. 87% of people abandon their cart if the check-out process is too complicated.
The check-out process definitely affects the average website conversion rate. A large number of people abandon their cart if they encounter some of the friction points during the check-out.
The average number of fields in check-out forms is 15 at the moment, but the survey shows the number could be halved, which should definitely help with enhancing your customer retention statistics.
27. 23% of users abandon their carts if they have to create a profile.
Creating user accounts is yet another thing that prolongs the check-out process—something that consumers really don’t like, CRO statistics show.
This goes to show that the guest check-out option is a must-have feature on the website if a business wants to attract a maximum number of buyers.
28. Implementing retargeting at discount prices might bring 54% of buyers back to the website and make a purchase.
Retargeting conversion rate statistics are astounding. People are very eager to buy the products they liked but found too expensive if offered a better deal.
This especially holds ground with younger buyers: 72% of consumers aged 25–34 would go back to their abandoned cart for lower prices, while 61% in the age group 18–24 would do the same.
The only group that is not likely to return even with the discount is people over 65.
29. The Shopify conversion rate is 1.6%.
Most stores fall into the 0.4%–3.6% range; going below 0.4% or over 3.6% puts you into the bottom and top 20%, respectively.
The benchmark for getting in the top 10% is 5.1%.
30. Conversion rates are substantially different across various niches.
It is essential to know what the benchmarks are for each niche in order to develop your marketing strategy. The conversion rate varies by industry:
- Agricultural Supplies—1.41%
- Arts and Crafts—4.01%
- Baby and Child—0.71%
- Cars and Motorcycles—1.36%
- Electrical and Commercial Equipment—2.70%
- Fashion Clothing and Accessories—1.41%
- Food and Beverages—0.90%
- Health and Wellbeing—2.02%
- Home Accessories and Giftware—1.46%
- Kitchen and Home Appliances—1.46%
- Pet Care—1.61%
- Sports and Recreation—2.51%
Conversion rate optimization is one of the essential parts of the digital marketing strategy. While inbound marketing statistics show it’s effective and less costly than outbound marketing, none can exist independently without CRO. Along with inbound and outbound marketing, CRO is crucial for a successful campaign and exponential growth of the business.
One of the biggest mistakes businesses of all sizes make is focusing all of their resources and efforts on inbound and outbound marketing and neglecting conversion rate optimization.
Keeping abreast of CRO statistics is important for pretty much anyone in the online business sphere. More advertisers need to start implementing it in a more significant way in their marketing plans, as that seems to be the best way to grow one’s business.
According to the latest numbers, the percentage you should aim for is an ambitious 10%. A conversion rate like this puts you among the top 10% of advertisers worldwide, with 2–5 times better rates than average.
What we consider a good conversion rate depends on several factors, though. One of those factors is the channel through which a business pushes its products. This is where Amazon has an overwhelming advantage over competitors, as its conversion rates can reach 15% in some niches. Google Ads and Microsoft Advertising are both under 4%, with social media getting only 0.71% of conversion.
Recent CRO stats show that Amazon boasts an average conversion rate of 9.55%, making it the most potent online marketplace at the moment. The click-through rate is around 0.41%, so keeping your CTR at that percentage or slightly higher is always a safe bet. This metric changes all the time, but it varied from 0.3% to 0.41% in the last six months.
Based on the 2020 numbers, the average number of daily impressions a user gets per day is 101,265, while the average daily number of clicks is 382.
This metric shows how many customers complied with your CTA out of everyone who visited the page. And as with every other parameter, many factors influence the final numbers, from niche to the relevance of your call-to-action.
Across all industries, the average landing page conversion rate stands at 2.35% at the moment. Like with any digital marketing strategy, the main objective of landing pages is to bring more conversions: and using clear copies, CTAs, and visual graphics are just some of the things you can do to boost that.
At the moment, businesses have a 2.58% average ecommerce conversion rate globally. When we talk about average values, it’s easy to be misled as the numbers vary across different industries.
There is quite a discrepancy between the US and UK markets when it comes to conversion rates. While American businesses have a 2.57% CR, which is below the global average, their British competitors beat them to 3.81%.
The average conversion rate for Google Ads is 3.75%.
However, it’s highly recommended to aim for rates higher than 5.31% when constructing your campaign strategy. The top 25% of businesses doing their advertising with Google have CVR over 11%.
Some of the best ways to increase Google Ads conversion rates are designing custom landing pages, writing different ad copies, and polishing your ad campaign targeting.
There is also the possibility of running experiments and tests with Google Ads, from which you can then compare and draw data. According to CRO statistics, testing is one of the best ways to determine a suitable path to optimization.
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