This report shares average conversion rates, segmented by industry and by marketing channel. Our dataset comprised 70% B2B companies and 30% B2C companies, and was drawn from clients we worked with between January 2020 and December 2023.
We define a marketing channel’s conversion rate is the number of prospects who were touched by a channel that later took a conversion action. Conversion actions include:
- Filling out a contact form on a website
- Replying to an email from sales or marketing
- Directly purchasing a product or service
- Signing up for a demo or free trial
The results of our analysis are presented in the tables below:
Average Conversion Rate by Industry
| Industry | Average Conversion Rate |
| Addiction Treatment | 2.1% |
| Apparel & Fashion | 2.3% |
| B2B SaaS | 1.2% |
| Biotech | 1.8% |
| Commercial Insurance | 1.7% |
| Construction | 1.9% |
| eCommerce | 2.2% |
| Engineering | 1.2% |
| Entertainment | 2.9% |
| Environmental Services | 1.3% |
| Financial Services | 1.8% |
| Food & Beverage | 2.6% |
| Healthcare | 3.1% |
| Heavy Equipment | 1.7% |
| Higher Education & College | 2.8% |
| Hotels & Resorts | 3.6% |
| HVAC Services | 2.8% |
| Industrial IoT | 2.6% |
| IT & Managed Services | 1.5% |
| Legal Services | 3.8% |
| Luxury Goods | 1.4% |
| Manufacturing | 2.1% |
| Medical Device | 1.5% |
| Oil & Gas | 2.6% |
| PCB Design & Manufacturing | 2.3% |
| Pest Control | 2.5% |
| Pharmaceutical | 1.9% |
| Real Estate | 2.2% |
| Software Development | 1.1% |
| Solar | 1.8% |
| Staffing & Recruiting | 2.9% |
| Transportation & Logistics | 1.4% |
Average Conversion Rate by Marketing Channel
| Channel | B2C | B2B | Average |
| Account Based Marketing (ABM) | N/A | 3.8% | 3.8% |
| Direct Mail | <0.1% | 0.3% | 0.1% |
| Email Marketing | 2.8% | 2.4% | 2.6% |
| Outdoor Advertising | 0.4% | 0.6% | 0.5% |
| Paid Social | 2.1% | 0.9% | 2.5% |
| PPC/SEM | 1.2% | 1.5% | 1.4% |
| PR | 0.4% | 0.3% | 0.4% |
| Public Speaking | N/A | 2.9% | 2.9% |
| SEO | 2.1% | 2.6% | 2.4% |
| Social Media | 2.4% | 1.7% | 2.1% |
| Trade Shows | N/A | .7% | 0.7% |
| Video Marketing | .8% | 1.3% | 1.1% |
| Webinars | N/A | 2.3% | 2.3% |
Further Reading
For more data on conversion rates, see the following reports:
- Conversion Rate Benchmarks
- Average Website Conversion Rate by Industry
- B2B Conversion Rates By Industry
- Conversion Rate By Channel
- Average SEO Conversion Rate By Page Type
- Average Conversion Rate for Google Ads: 2024 Report
- CTA Conversion Rates – 2024 Report
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