Last updated: October 4, 2023
In this report, we offer conversion rate benchmarks segmented by the 8 traffic sources in Google Analytics. Our benchmarks are averages taken from 150+ clients’ accounts from 2018-2023.
In the first table, we give overall conversion rate by traffic source, segmenting our conversion rate data by B2B / B2C.
We then further segment the data to give conversion rate by traffic source and target audience; and conversion rate by traffic source specifically for SaaS, Real Estate, Financial Services, and Healthcare companies.
Average Conversion Rate by Traffic Source
| Traffic Source | B2C Conversion Rate | B2B Conversion Rate |
| SEO (Organic Search) | 2.1% | 2.6% |
| PPC/SEM (Paid Search) | 1.2% | 1.5% |
| 2.8% | 2.4% | |
| Direct | 1.6% | 1.9% |
| Referral | 1.8% | 1.1% |
| Organic Social | 2.4% | 1.7% |
| Paid Social (Other) | 2.1% | 0.9% |
| Paid Ads (Display) | 0.7% | 0.3% |
B2B Conversion Rate by Traffic Source & Target Audience
Below is our data on average conversion rate by traffic source, further segmented by the B2B company’s target audience.
| Traffic Source | Small Business | SME | Enterprise |
| SEO (Organic Search) | 2.5% | 3.6% | 1.6% |
| PPC/SEM (Paid Search) | 1.4% | 1.9% | 1.2% |
| 3.1% | 2.8% | 1.4% | |
| Direct | 2.2% | 2.3% | 1.3% |
| Referral | 1.2% | 1.6% | 0.6% |
| Organic Social | 2.4% | 1.8% | 0.9% |
| Paid Social (Other) | 1.0% | 1.5% | 0.2% |
| Paid Ads (Display) | 0.5% | 0.4% | 0.1% |
SaaS Conversion Rates by Traffic Source
Below is conversion rate data compiled from the 41 SaaS companies in our dataset.
| Traffic Source | Average Conversion Rate |
| SEO (Organic Search) | 1.9% |
| PPC/SEM (Paid Search) | 1.0% |
| 2.3% | |
| Direct | 1.4% |
| Referral | 1.3% |
| Organic Social | 1.4% |
| Paid Social (Other) | 0.7% |
| Paid Ads (Display) | 0.4% |
Real Estate Conversion Rates by Traffic Source
Below is conversion rate data compiled from the 23 real estate clients in our dataset.
| Traffic Source | Average Conversion Rate |
| SEO (Organic Search) | 2.8% |
| PPC/SEM (Paid Search) | 0.8% |
| 2.6% | |
| Direct | 1.3% |
| Referral | 0.9% |
| Organic Social | 1.5% |
| Paid Social (Other) | 0.8% |
| Paid Ads (Display) | 0.6% |
Financial Services Conversion Rates by Traffic Source
Below is conversion rate data compiled from the 27 financial services clients in our dataset.
| Traffic Source | Average Conversion Rate |
| SEO (Organic Search) | 2.2% |
| PPC/SEM (Paid Search) | 0.3% |
| 2.1% | |
| Direct | 1.6% |
| Referral | 1.3% |
| Organic Social | 0.8% |
| Paid Social (Other) | 0.5% |
| Paid Ads (Display) | 0.2% |
Healthcare Conversion Rates by Traffic Source
Below is conversion rate data compiled from the 19 healthcare clients in our dataset.
| Traffic Source | Average Conversion Rate |
| SEO (Organic Search) | 2.6% |
| PPC/SEM (Paid Search) | 1.3% |
| 1.8% | |
| Direct | 1.4% |
| Referral | 1.0% |
| Organic Social | 2.1% |
| Paid Social (Other) | 1.1% |
| Paid Ads (Display) | 0.2% |
Improving Your Conversion Rate
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Our agency specializes in lead generation, SEO, and conversion rate optimization and routinely outperforms published industry conversion rates, yielding a steady stream of MQLs for our clients. If you’re interested in learning how we may be able to help your organization, contact us here.
