Last updated: June 26, 2024
Understanding the conversion rate of the many digital marketing channels available to your company sets you up for success in your marketing campaign — particularly when segmented by industry.
The following report was compiled from data collected between 2019 and 2024 from just over 150 clients performing marketing campaigns with our agency. For the purposes of this report, we define conversion rate as the number of visitors that performed a “hard” conversion action divided by the total number of unique visitors. Hard conversion actions include free trial and demo sign-ups, form-fills, and phone calls; but do not include email address submissions for gated content or blog subscriptions.
This information should be utilized within the context of effective digital marketing strategy, namely running campaigns on lead generation channels reputed to have the highest conversion rates and ROI in your industry; tracking conversion results carefully; and maintaining lead nurturing campaigns through e-mail and social media to produce multiple impressions in the minds of your target audience members.
Conversion Rate by Digital Marketing Channel
| Channel | B2C Conversion Rate | B2B Conversion Rate |
| SEO | 2.1% | 2.6% |
| SEM / PPC | 1.2% | 1.5% |
| Email Marketing | 2.8% | 2.4% |
| Organic Social | 2.4% | 1.7% |
| Paid Social | 2.1% | 0.9% |
| Display Ads | 0.7% | 0.3% |
| Influencer Marketing | 1.1% | .8% |
| Affiliate Marketing | 2.0% | 1.2% |
| Online PR | 1.4% | 1.1% |
| Webinars | 1.3% | 2.3% |
Highest Conversion Rate Channels by Industry
| Industry | Highest Conversion Rate Channels | ||
| #1 | #2 | #3 | |
| Addiction Treatment | SEO – 2.8% | Affiliate Marketing – 1.9% | Paid Social (Facebook) – 1.4% |
| Automotive (B2B) | SEM / PPC – 1.4% | Email Marketing – 1.3% | Paid Social (LinkedIn) – 1.0% |
| Biotech | Webinars – 2.5% | SEO – 2.1% | Email – 1.6% |
| Business Insurance | SEO – 1.9% | Paid Social (LinkedIn) – 1.4% | Email Marketing – 1.1% |
| Construction (B2B) | Webinars – 1.7% | Paid Social (LinkedIn) – 1.1% | Email Marketing – 0.8% |
| eCommerce (B2C) | SEO – 1.6% | Influencer Marketing – 1.1% | Affiliate Marketing – 0.9% |
| Financial Services (B2B) | SEO – 1.9% | Webinars – 1.2% | Email Marketing – 1.2% |
| Financial Services (B2C) | SEO – 2.4% | Paid Social (Facebook) – 1.3% | SEM / PPC – 1.1% |
| Fintech | Organic Social (LinkedIn) – 1.6% | SEO – 1.4% | Online PR – 1.0% |
| Healthcare (B2B) | Email Marketing – 1.7% | Webinars – 1.5% | SEM / PPC – 1.4% |
| Heavy Equipment | SEO – 1.9% | Paid Social (LinkedIn) – 1.4% | Email Marketing – 1.0% |
| Higher Education | Online PR – 1.3% | SEO – 1.2% | Email Marketing – 0.7% |
| HVAC (Combined B2B and B2C) | SEO – 2.1% | Email Marketing – 1.6% | SEM / PPC – 1.2 % |
| Industrial IOT | Email Marketing – 1.7% | SEO – 1.6% | Webinars – 1.1% |
| IT & Managed Services | Email Marketing – 1.4% | Paid Social (LinkedIn) – 1.1% | SEO – 1.1% |
| Law Firms & Legal Services (B2B) | SEO – 1.5% | Webinars – 1.4% | LinkedIn Organic – 0.9% |
| Manufacturing & Distribution | Email Marketing – 1.4% | SEO – 1.4% | Paid Social (LinkedIn) – 1.1% |
| Medical Device | SEO – 1.8% | Webinars – 1.5% | Online PR – 0.9% |
| Oil & Gas | Webinars – 2.1% | SEO – 1.7% | Email Marketing – 1.1% |
| SaaS (B2B) | SEO – 1.9% | Webinars – 1.2% | Email Marketing – 1.1% |
Achieving A High Digital Marketing Conversion Rate
Obtaining a high overall conversion rate across your digital marketing stack comes down to choosing the right channels to run campaigns on, measuring your campaign results carefully, performing conversion rate optimization, and repeating the process.
Each step in this process requires expertise and experience, as there are many small decisions along the way. If you’re interested in partnering with an agency to maximize the success of your digital marketing program, even if it’s just for a short time while you build your in-house team, that’s exactly what we do. You can contact us here.
