What Is a Good Conversion Rate for E-Commerce?

Conversion rate is an important metric for e-commerce sites. Learn what it is and how to improve it.
By 

Brody Hall

 on July 3, 2022. 
Reviewed by 

Joel Taylor

The importance of sustainable conversion rates in e-commerce cannot be overstated. A high conversion rate means that more of the people who visit your website are actually buying something, which is obviously good for business. Conversely, a low conversion rate could spell trouble for an online business.

The conversion rate is calculated by dividing the number of converted leads by the total number of leads. This gives you a percentage that represents how successful your campaign was in turning leads into customers.

Keep in mind that conversion rates aren't the same as click-through rates. To see the differences, read our conversion rate vs. click-through-rate guide.

What Is a Good Conversion Rate for E-Commerce?

There is no one answer to this question as it can vary depending on the type of e-commerce business, the products or services offered, and the target audience. However, a good conversion rate for an online store is typically considered to be 2-3%. This means that for every 100 visitors to your site, 2-3 of them will make a purchase.

Are you using PPC to target your customers? If so, see our Google Ads conversion rate guide.

Can You Improve Your Conversion Rate?

If your conversion rate is lower than you'd like it to be, there are a number of things you can do to improve it.

Some ways an e-commerce store can improve its conversion rate include improving the design and layout of its website, making it easier for customers to navigate, ensuring that all product information is readily available, and providing customer support. Additionally, e-commerce stores can increase their conversion rate by advertising their products in the right places and targeting the right audience.

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