/ Marketing
What is a conversion rate and what's a good one?
Conversion rate is the percentage of visitors who take a specific action. 2–5% is normal for ecommerce; 5–15% for lead-gen landing pages; anything above 20% is exceptional.
/ 01
The short version
Conversion rate is the single most important marketing metric because it turns traffic into revenue. Doubling your conversion rate doubles your revenue at zero extra ad cost.
/ 02
Sensible benchmarks by page type
- • Ecommerce store average: 2–3%
- • Ecommerce top quartile: 4–7%
- • SaaS free-trial signup: 3–8%
- • Lead-gen landing page (cold traffic): 3–7%
- • Lead-gen landing page (warm traffic): 10–25%
- • Email opt-in with lead magnet: 15–40%
/ 03
What actually moves conversion rate
Not colour of button. Not headline font. The real wins come from: matching the offer to the audience, fixing page speed on mobile, adding trust signals (real reviews, real photos, real people), reducing friction (fewer form fields, guest checkout, saved payment methods), and clarifying what happens next.
/ 04
How to improve yours
Watch 20 session recordings of real users on your site. You'll spot 5 obvious problems in the first hour. Fix them. Repeat monthly. This beats every A/B testing tool for the first 12 months.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your conversion rate right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Should I use exit-intent popups?
Sparingly and only if the offer is genuinely valuable. Overuse annoys users and Google.
Do live chat widgets help?
Yes on service pages and pricing pages. No on blog content — they interrupt reading.
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