What web conversion rate can be considered a good figure?

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If you are looking to start working on improving your website's conversion rates, you may be wondering at what figure your website is considered to be performing adequately .

In reality, the answer to this question depends on multiple criteria . For starters, it is not the same whether you have defined the conversion as a purchase of a product or a request for a belarus mobile database meeting with your sales team ( macro conversions ) or as a subscription to a newsletter or the download of a guide with generic information ( micro conversions ).

And that's not to mention many other factors :

The characteristics of your target audience.
The geographic area of ​​interest for your brand.
Your company's sector.
The type of product or service you provide.
The source of the visit (direct traffic, organic searches, advertising, email marketing, social networks…).
The type of device.
All of these criteria, as well as others over which you may have more control (which we will see later), have a direct influence on what you should or should not consider as a good conversion figure .

Now let's review the numbers. According to the report ' The Shopping Index: Global Online Shopping Statistics and Ecommerce Growth Trends ' by Salesforce , in the first quarter of 2022 the web conversion rate for online purchases in Spain stood at 1.2%, far from the global average (2.1%) and the figures for other geographical areas, such as the Netherlands (3.4%), the United Kingdom (2.7%), Germany (2.3%) or the United States (2.3%).

In addition to the country, another key factor that has a considerable influence on conversion rates is the sector . While companies in the 'Food and beverage' (4.4%) or 'Health and beauty' (3.3%) are above average and lead the list of sectors with the best conversion rates, others related to 'Luxury goods' (0.9%) or 'Home furniture' (0.5%) are at the bottom of this particular ranking .

The bottom line is that there is no single benchmark for all countries and all sectors . We would also like to remind you here once again that different companies have different criteria for what they consider (or do not consider) a conversion, so these figures should be taken with a grain of salt.