What Is a Good Conversion Rate?

Most websites convert between 1 and 4 percent of their visitors, with the overall average sitting around 2 to 2.5 percent. That is the honest short answer. The more useful answer is that "good" depends almost entirely on your traffic source, your industry, your device mix and your price point, and a rate that would be excellent for one business is a warning sign for another. This guide breaks down what good looks like in each context, using sourced, dated benchmarks, so you can compare your number against the right yardstick. To work out your own rate first, use our free conversion rate calculator.

Good conversion rates by traffic source

Channel is the comparison most people skip, and it is the one that matters most. Warm, intent-heavy channels convert several times better than cold ones, so a blended site-wide figure can hide a strong email program and a weak paid social one behind one average number.

Traffic source	Typical conversion rate
Email	4.0% - 5.3%
Organic search	2.7% - 3.0%
Paid search	2% - 4%
Paid social	0.7% - 1.2%
Overall site average	2% - 2.5%

Source: Ruler Analytics 2026 (5M+ tracked conversions; it measures lead-gen form fills and calls, so its channel averages skew high) with First Page Sage (2023) B2C benchmarks for comparison. Last reviewed July 2026.

Read your own channels against these rows, not against the blended average. A 1 percent rate on paid social traffic is roughly par. The same 1 percent on email traffic would be well under half of typical, and worth investigating.

Good conversion rates in ecommerce

Ecommerce runs on thinner rates than lead generation because the conversion is a purchase, not a form fill. The 2026 global average sits around 2.5 to 3 percent, and the spread by category is wide: food and beverage stores convert around 4.5 to 6 percent on low-priced habitual purchases, fashion sits nearer 3 percent, and luxury drops to about 1 percent because the purchases are infrequent and considered.

Price point often matters even more than industry. In the same data, stores with typical orders under about $60 convert several times higher than stores selling over $200, for the simple reason that cheap decisions need less deliberating. For the full breakdown by vertical and device, see our ecommerce conversion rate benchmarks by industry.

Mobile versus desktop

Mobile drives most traffic and converts worst: typically 1.8 to 2.5 percent against 3.5 to 4 percent on desktop. Small screens and fiddly checkouts add friction at exactly the wrong moment. If your blended rate looks soft, check whether it is really a mobile problem wearing a disguise.

Before you trust your number

Two checks first. One, make sure you are counting the way the benchmark counts: the standard is conversions divided by sessions, and mixing sessions with users, or sales with add-to-carts, quietly breaks any comparison. Two, mind your sample size. Two conversions from twenty visitors reads as 10 percent, and means nothing. Wait for at least a few hundred visitors before reading much into a rate, and more before comparing two versions of a page.

So is your rate good?

Line it up against the right row: your channel, your industry, your device mix, your price point. Above the typical range for your context, protect what is working and scale traffic. Inside the range, you are normal, and normal has room. Below it, the fastest fixes are usually the unglamorous ones: page speed, a shorter mobile checkout, visible trust signals, and a plain answer to why this and why now. Run your numbers in the conversion rate calculator, and if the next question is what each conversion is worth, the average order value calculator and ROAS calculator pick up from there.

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