While conducting some research, I came across a brilliant website on the specific subject of conversion rates. Conversion Chronicles details a remarkable amount and depth of information on the subject of e-commerce conversion rates, and even has a specific, updated page on the topic of an average conversion rate across the web.Supposedly, the magic number is 2.3 as an average for all industry segments, but this goes considerably up and down depending on the vertical. Electronics, for example has an average of only 1.1%, while catalog e-tailers average a whopping 6.1% (my guess is that this is due to the traffic that gets driven to the site from the catalog with the specific intention of making a purchase).
If your site isn't achieving these rates, there are two places to look - on the site itself, including design, usability, layout, navigation, pricing, stock, etc. and at the traffic sources. The best website in the world won't convert visitors if they're targeting the wrong keywords.
The links seems to be pulling its data from fireclick index, here is the link with some updated info: https://index.fireclick.com/
Not sure how legit the data is or helpful - Kyle
Average conversion rates are irrelevant. In fact, even within a company, conversion rates are irrelevant if they're not being viewed relatively.
Check out this WiderFunnel article for more detail: https://www.widerfunnel.com/?p=8740
It'd be good to see this post re-visited, especially as there's no average SERP, and this page ranks for "average conversion rate"/
I'd love a more up to date chart too. Come on Rand!
I'd love to see a more recent conversion rate chart. This one is dated. Also, it doesn't really go into detail as to what converts best. Any resources out there anyone know of?
Checked out the website, this is a great way to judge where you should be on the conversion chart. I manage a subscription website and conversion rates seem to be lower than on 1 time purchases. 2.3 percent is a goal we are shooting for.