Comments on: What’s A Good Conversion Rate?

By: Ron

Ron — Sat, 19 Mar 2011 07:18:30 +0000

A lot have been talked about conversion for Ecommerce and newsletters signups,
Does anybody know what’s an avarage conversion rate for a landing page that sells specific service trade in the home imorovement field?
All we ask is a Phone# and a name for a free estimate.

On the same note – do you guys reccomend when building a landing page for such service to “lock” the page as is or to leave the navigation bar active so then can still wonder your site?

By: Nick Stamoulis

Nick Stamoulis — Wed, 14 Oct 2009 20:29:34 +0000

Hi Karl,
You are right on, it can sometimes be fairly random it is good to hear your success and testing conversion story as well!

By: Karl Rohde

Karl Rohde — Wed, 14 Oct 2009 19:43:19 +0000

It can be pretty random, and if you are using PPC to get people to the landing/squeeze page, 2% is pretty abysmal, and you really need to look at your adverts.

Recently for one client, the page I put together with the test campaign got an astonishing 50% of visitors registering.

The adverts were very targeted, and the landing page was not all that brilliant visually. The copy was simple, but to the point.

Once the advertising was broadened, conversion dropped back to 10%, and with further changes to the landing page, increased back to 15-20%.

That’s the great thing about this form of marketing, it is so measurable and relatively cheap.

By: Nick Stamoulis

Nick Stamoulis — Wed, 14 Oct 2009 19:32:18 +0000

Hi Mark,
Thanks for reading and your comment…it is amazing to think back to the direct mail industry and 3 to 4% conversation rates and how great everyone thought they were…

By: Mark Burgess

Mark Burgess — Wed, 14 Oct 2009 17:00:58 +0000

Nick,

Good article and it’s important to have benchmarks for conversion. Three to four percent reminds me of the direct mail days when this was a pretty good return. Agree that conversion rates vary by industry but I have seen 10 to 15% conversion depending on the offer.

Mark

By: Nick Stamoulis

Nick Stamoulis — Wed, 14 Oct 2009 16:17:28 +0000

Hi Terry,
Thanks for chiming in here and the thoughts regarding conversion rates. I agree about your state regarding the catalog world (I agree with you!)…

By: Terry Jukes

Terry Jukes — Wed, 14 Oct 2009 16:02:15 +0000

I always get asked this question too. There is no right answer, no “average conversion rate” that one should strive for. I have seen customer conversion rates of 40%….and personally think a low customer conversion rate of 2% is indicative of low quality traffic, me-too product, bad pricing or some other failure of the list and/or offer. In the catalog world, you could not survive with a 2% response rate from your customer file unless you had very high average order values (i.e. >%500) or gross product margins (i.e. >80%). I think the important thing is that, as an online marketer you are measuring the conversion rate from your various incoming customer streams and you are focused on continuous improvement within each stream. The actual rate will depend on the product, offer, quality of the incoming stream (catalog response? organic search? PPC? DRTV?), economic environment, landing page, etc. Just like mailing a list repeatedly overtime, you track your conversion rate over time from the customer segment and strive to “improve the test result over the control”.

By: Nick Stamoulis

Nick Stamoulis — Tue, 29 Sep 2009 00:22:32 +0000

Hi Matt – Glad you get the point!

By: matt

matt — Mon, 28 Sep 2009 21:42:51 +0000

.0000000004% would not be a good conversion rate for anything… even personal jets. I get your point though.

By: Nick Stamoulis

Nick Stamoulis — Thu, 10 Sep 2009 03:42:58 +0000

Hi wbw_Jeff – Thanks for your comment and reading! Very good point it is indeed all relative and is really related to your industry and the marketing medium, for sure!

By: wbw_Jeff

wbw_Jeff — Wed, 09 Sep 2009 19:26:58 +0000

Going back to my direct mail days I’ve always thought that ‘conversion rates’ would be more meaningful if you included a measurement of the value of each conversion. So, for example, if your are trying to get free subscribers for your newsletter then 4% may not be that great. But if you are selling personal jets then .0000000004% would be more than super.