Conversion Rate Optimization Statistics 2024 (Average Website Conversion Rate)

Did you know only almost 1 in 5 businesses are satisfied with their conversion rates?

Typically the average website conversion rate hovers between 1%-4%. Here’s how it’s been over the years:

Average conversation rate is 2.27%

2.42% IRP Commerce 2020 (retrieved Dec 2023)

1.84% Wolfgang Digital (2020)

3.2% Unbounce (2020)

2.42% OrderMetrics (2019)

1.91% Monetate (Q1 2020)

4.31% Invesp (2020)

1.85% Wolfgang Digital (2019)

2.53% Adobe Digital Insights (2018)

1.56% Wolfgang Digital (2017)

1.93% Adobe Digital Insights (2017)

1.91% AddShoppers (2016)

1.36% Wolfgang Digital (2016)

However, you will be amazed that the conversion rate in some industries can be up to 12.9%.

Read on to explore more such conversion rate optimization statistics along with detailed insights about each.

Conversion Rate Optimization Statistics 2023 (Top Picks)

  • The average global website conversion rate is 3.68% in 2023.
  • 96% of shoppers find video helpful, so video landing pages boost conversions up to 80%.
  • Lead gen forms have an 11% conversion rate, presenting an opportunity to optimize.
  • Coupons motivate 39% of shoppers to buy sooner, tapping into desire for value.
  • Personalized CTAs have 202% higher conversion rates via relevance.
  • Limited-time offers increase sales by 332% because of the FOMO (Fear Of Missing Out) effect.
  • Just 5 customer reviews can improve conversion rates by 270% via social proof.
  • Landing pages with errors cause 85% more visitors to leave without engaging.

Conversion Rate Statistics 2024

Key Metrics:

  • Optimizing the checkout process results in a 35.62% increase in conversions on average.
  • Personalized calls-to-action have a 202% higher conversion rate than generic ones.
  • Implementing limited-time offers led to a 332% increase in sales.

Industry data shows that most websites see conversion rates—the percentage of website visitors who take a desired action like making a purchase or signing up for a newsletter—between 1-4%.

This indicates that on average, only a small fraction of traffic to a website will convert into leads or customers.

You will be surprised to know that only 22% of businesses feel their conversion rate meets their expectations. Many companies see room for significant improvement. Higher rates directly translate to stronger revenues and lower customer acquisition costs.

It’s also worth noting that optimizing and simplifying the online checkout process alone results in a 35.62% increase in conversions on average. Lengthy, confusing checkouts lead many customers to abandon their shopping carts before completing a purchase.

And if you want to know what content is most likely to convert digital shoppers, the data provides a great answer. A significant 96% of the surveyed audience highlighted video as a helpful resource in their online shopping journey.

Average Website Conversion Rate

Most websites typically see a conversion rate between 2% and 5%. This range is considered standard across various industries.

This rate highlights that out of every 100 visitors, only 2 to 5 take the desired action. It’s essential for businesses to understand this benchmark to set realistic goals and strategies for improvement.

According to latest studies, the average global conversion rate in 2023 stands at 3.68%. This specific figure gives a more current perspective, reflecting how global trends and consumer behaviors might be influencing online interactions.

On another note, e-commerce sites have a slightly lower conversion rate, ranging from 1% to 4%. This lower rate could be due to the nature of online shopping, where customers are more likely to browse without purchasing.

According to Unbounce’s Conversion Benchmark Report, there is significant variance in conversion rates across industries. Notably, ‘catering & restaurants’ lead with an average rate of 9.8%.

This high rate in the catering and restaurant industry could be due to specific factors like the immediate need for services or the effectiveness of local targeting. It highlights the importance of industry-specific strategies and the potential for higher conversion in niche markets.

Highest Conversion Rate

Did you know that a substantial 39% shoppers said they have bought a product sooner than originally intended, simply because an attractive coupon or promo code convinced them to act more quickly? That’s right! Coupons are more than just a small discount; they’re a powerful motivator.

Now here’s an interesting stat from HobSpot. They found that personalized Calls to Action (CTAs) have a 202% higher conversion rate than generic ones.

Why such a big leap? Personalization. 

When a CTA aligns with the user’s interests and needs, it doesn’t just catch their eye; it speaks to their specific situation. This stat highlights the importance of understanding your audience and tailoring your message.

Consider this: sales saw an impressive growth of 332% when limited-time offers were implemented. This huge jump is all thanks to FOMO – Fear Of Missing Out.

Last but not least, it’s worth noting that just 5 customer reviews can boost conversion rates by an impressive 270%. Reviews act as social proof, reassuring potential buyers about the quality and value of the product. 

Key Metrics:

  • Poor mobile experience leads to 60% of users abandoning a brand.
  • Adding testimonials can increase conversions by 34%.
  • Using videos on landing pages boosts conversion rates by 80%.

A whopping 60% of users are likely to turn their backs on a brand after a poor mobile experience.

This statistic highlights the crucial role of mobile user experience (UX) in maintaining customer loyalty. In the digital age, a seamless mobile experience is non-negotiable.

Moving on to the next statistics, adding testimonials to sales pages can ramp up conversions by as much as 34%. Testimonials act as social proof, a powerful tool in influencing consumer behavior. 

And here’s the interesting thing: using videos on landing pages can boost conversion rates up to 80%. This impressive statistics, highlights the effectiveness of video content in engaging visitors.

Finally, if you use lead gen forms, then it’s worth noting that they have a modest 11% conversion rate.

This stat sets a benchmark for businesses. It shows there’s ample room for improvement in form design and user experience. An 11% conversion rate might seem low, but it’s a starting point from which businesses can grow.

Conversion Rate By Industry 2024

IndustryAverage Conversion rate
Fashion and apparel2.7%
Food and beverage4.6%
Health and beauty3.3%
Household goods2.1%


Electronics sit a bit below the average at 1.9%. Why? Well, these products often require more thought before purchase. People tend to research, compare brands, and ponder a bit more. This extra thinking time can lead to fewer immediate buys.


Entertainment sees a 2.5% rate. This industry is a bit more impulsive. Think about it – a new movie, a concert, or a game. These are often spur-of-the-moment decisions, leading to a slightly higher conversion rate.

Fashion And Apparel

Fashion and apparel slightly outperform the average with a 2.7% rate. Clothing and accessories can often be impulse buys. Plus, with the rise of online shopping, buying clothes has become easier and more tempting.

Food And Beverage

But above all, the Food and beverage industry leads with 4.6%.  It’s because of the convenience of ordering food or buying groceries online and the constant high demand for food products.

Health And Beauty

Health and beauty products convert at 3.3% which is a decent metric. This figure is quite encouraging, reflecting the growing interest in self-care and wellness. The ease of exploring and purchasing these products online has certainly played a role, along with the increasing awareness of personal health and beauty routines.

Household Goods

On the other hand, Household goods are just above electronics at 2.1%. These items, like furniture or appliances, are usually not urgent buys and involve more decision-making, which may explain the lower rate.

As per Wordstream’s multi-industry analysis, of all websites, the top performing 25% have a conversion rate of at least 5.31%. This suggests that certain strategies, website designs, or customer engagement methods can significantly outperform average industry rates.

Conversion Rate Benchmark By Industry 2024

Key Metrics:

  • The beauty and skincare industry achieved a 2.7% online conversion rate in Q3 2023, topping e-commerce sectors.
  • The food and beverage sector saw a 2.6% conversion rate, highlighting essentials resonating with online shoppers.
  • Groceries had the lowest online cart abandonment rates in 2022 due to high demand and convenience

Let’s start with a standout statistic from the beauty and skincare industry. In the third quarter of 2023, this sector achieved an impressive online conversion rate of 2.7%.

Why does this matter? Well, this number is significant because it tops the charts in e-commerce. It’s a clear indicator of how well beauty and skincare products resonate with online shoppers.

Not far behind is the food and beverage sector, clocking in a conversion rate of 2.6%. This is another interesting point. Why? Because it shows that essentials like food and drinks are also making a significant impact online.

Now, let’s put these figures into perspective. The average conversion rate across various e-commerce sectors hovers just under 2%. This benchmark is crucial because it sets a standard for online businesses.

In 2022, the grocery category showed the lowest online cart abandonment rates.

This ties in with the food and beverage sector’s high conversion rates and tells an important story. Groceries, being a daily necessity, have a naturally high demand. Plus, online grocery shopping is quite convenient–as a result, there is a low cart abandonment rate in the industry.

Page Conversion Rate

Key Metrics:

  • Landing pages with errors see an 85% increase in visitors leaving without engaging.
  • 90% of people say detailed product information is crucial for their purchase decision.
  • Paid search campaigns have an average conversion rate of 2.35% across industries.

A survey highlighted a crucial point: landing pages with errors see a significant drop in engagement.

Specifically, pages with errors had 85% more visitors leaving without engaging. This statistic highlights the importance of error-free pages. When a landing page is flawless, it’s more inviting and trustworthy.

Here’s an interesting finding: nearly nine out of every ten people indicate that detailed information about a product plays a crucial role in their decision to purchase. 

Diving into form optimization, research shows that forms with only five fields tend to outperform those with seven, both in conversion rates and cost efficiency. This insight is critical for streamlining user experience, especially in an era where users prefer quick and straightforward interactions.

Lastly, when we look at the conversion rates for paid search campaigns across various industries, they average around 2.35%. This number serves as a key benchmark for marketers, indicating the effectiveness of landing page design and user engagement strategies in turning visitors into customers.

SEO Conversion Rates

Key Metrics:

  • 78% of local searches result in an offline purchase, showing high local SEO potential.
  • Organic search has a 12.3% conversion rate in professional services, nearly double that of paid search at 7%.
  • B2C eCommerce sites see a 1.3% SEO conversion rate on average, while B2B is higher at 1.85%.

First up, an impressive 78% of local searches lead to an offline purchase. It shows the high potential of local SEO. When people search for products or services near them, they’re often ready to buy. It’s a direct line to consumers who are in the decision-making phase of their buying journey.

In the professional services sector, the difference between organic and paid search conversion rates is striking. Organic traffic leads to a 12.3% conversion rate, while paid search sits at 7%.

This tells us that organic search results are more trusted and valued by users in this sector.

A whopping 70% of marketers believe SEO outperforms PPC in driving sales. While PPC can bring immediate visibility, SEO builds a foundation of trust and authority over time. This statistic highlights the importance of investing in SEO strategies for sustainable growth and sales.

Finally, let’s look at eCommerce conversion rates. B2C sites see an average SEO conversion rate of 1.3%, while B2B sites experience a slightly higher rate at 1.85%. This indicates that B2C consumers might need more persuasion or time before making a purchase.

B2B Ecommerce Conversion Rates

Key Metrics:

  • Globally, 1.64% of ecommerce site visitors make a purchase on average.
  • The top 20% of Shopify stores have conversion rates around or above 3.3%.
  • 73% of online shoppers are more likely to buy if they get free shipping.

First up, globally, e-commerce sites typically see about 1.64% of their visitors making a purchase. This number gives us a good idea of what’s normal out there in online shopping.

On Shopify, the most successful 20% of stores have conversion rates around or above 3.3%. This tells us something important. Some stores are really hitting it out of the park. They’re likely doing things like making their sites super user-friendly or having really compelling product pages. For other B2B sites, this is a good goal to aim for.

Here’s something interesting from Akamai: if a site takes an extra second to load, its conversion rate can drop by 26%, down to 3.52%.

That’s a big deal. It shows how important it is for your site to load quickly.

In a study by Statista, they found that 73% of people shopping online were more likely to buy if they got free shipping. That’s a lot of people!

Even in B2B transactions, where orders are usually bigger and more complex, not having to pay for shipping is still a big plus for customers.

Unbounce shows that the average conversion rate in e-commerce is around 5.2%, but it can go as high as 12.9%. This range is really interesting. It suggests that some areas of e-commerce are doing exceptionally well.

Social Media Conversion Rate Statistics

Key Metrics:

  • 80% say a company’s social media affects what they buy.
  • LinkedIn Lead Gen Forms can triple ad response rates.
  • Pinterest shopping ads get over 2x more conversions and returns than other platforms.

Imagine this: nearly 8 out of every 10 people say that what they see on a company’s social media can change what they buy.

So, if you’re running a business and posting on social media, you’re not just talking into the void. You’re actually influencing what people decide to buy. That’s huge!

Here’s something cool about LinkedIn: if you use their Lead Gen Forms, you could triple how many people respond to your ads.

Why does this matter? LinkedIn is a platform of professionals. So, if you’re selling something that other businesses might want, using these forms makes it super easy for them to say show their interest without too much hassle.

Now, let’s talk about Pinterest. Ads for shopping on this platform are great for sales. 

They can get you more than double the conversions and returns on what you spend on ads.

Pinterest is all about visuals and inspiration. So, if you’re selling something that looks good or is creative, then Pinterest is definitely worth trying.

Here’s something you might not know: Facebook ads can work better than Google ads. We’re talking an average conversion rate of 9-10%. Why? Because Facebook knows a lot about its users.

It’s going right to the people who are most likely to be interested in what you’re selling. That’s why you might see better results with Facebook ads.


In short, while a below average conversion rate of under 2% is common, innovative strategies using video, reviews, and personalized messaging open new doors.

Statistics show video landing pages boost conversions dramatically – up to 80%. So using all these tactics are crucial for a better conversion rate.

With small tweaks and fine-tuning, conversion rates over 5% become easily achievable. 


1.How many people use the internet daily?

5.30 billion people have access to the internet. But it’s impossible to know how many use the internet daily. Although, one can expect it to be over 90% from seeing the reported stats of over 96% of young Eastern Europeans spending every day on social media. Even in India, where a good portion don’t have access to the internet, over 90% of the ones with access use the internet daily. 

The same trend persists with teens in the USA, where 97% of the access the internet daily. 

2. How many people are online right now?

It’s impossible to figure out how many people are online at any given moment. However, according to live stats, more than 360k blog posts are written every day. It’s safe to assume more than 10 million people are online at any given time too. 

3. How many people have access to the internet?

5.3 billion people have access to the internet. Or rather, this is the population that have decided to get an internet connection. Save for countries such as North Korea, most of the world has the internet available to them.