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What is a good Website Conversion Rate and how do I calculate it?

Website Conversion Rate Calculator – Try it out

Written by Nadin Thomson

9 Nov 2022

what is a good website conversion rate

Marketing is maths. SEO is maths. The conversion rate is a simple metric – a percentage – that indicates the number of conversion events in relation to total visitors on your website. 

Apparently, a good website conversion rate is between 2% and 5%.

What does website conversion mean?

Every business is different and there is no blanket definition.

However, generally speaking, a website conversion is when a visitor to your website takes a desired action, for example:

  • They buy your product
  • They send you an enquiry
  • They subscribe to your email list
  • They sign up for a trial
  • They subscribe to your membership
  • They download a mobile app
  • They book a demo
  • They arrange a 1-2-1 call
  • They watch a video
  • They download an ebook
  • They sign up for a webinar
  • … or something else.

What does Website Conversion Rate mean? 

The conversion rate is simply the number of conversion divided by the total number of website visitors – in a certain period of time (e.g. per month, or per week, or per day).

what does website conversion mean

What should my website conversion rate be? What is a good conversion rate?

If you look this up across different websites, they all quote slightly different statistics.

WordStream did some research and found the following results:

  • Ecommerce websites have an average 1.84% e-commerce conversion rate
  • Legal websites have an average 2.07% website conversion rate
  • B2B websites have an average 2.23% conversion rate
  • Finance websites have an average 5.01% conversion rate

How can I track my website conversions?

There are different methods of conversion tracking, e.g.:

  • You can track conversions in Google Analytics
  • On your WordPress website, you can install a plugin that either
    • counts downloads
    • stores website enquires
  • You can use an email provider such as ConvertKit or Mailchimp and track email sign-ups
  • You can track online purchases in your online shop software (WooCommerce, Shopify etc.)
  • You can use a simple spreadsheet and take a note every time an enquiry comes in

You should take a note of your current conversion rate and compare it with the industry standard (see above). If you want to achieve a higher conversion rate, you could increase ad spend (such as in Google Ads, YouTube Ads, Facebook Ads). You could aim to increase website traffic by adding relevant blog posts to your website regularly. 

A high conversion rate ultimately means more potential customers and more revenue. 

How can I increase my website conversion rate?

There are many different ways to perform conversion rate optimisation. Your main task is to keep testing!

  • Change your copy / content
  • Introduce an AB Test
  • Change your offer
  • Check what the competition is doing – “steal” some ideas
  • Simplify your website messaging
  • Optimise & simplify your website layout
  • Use a simple website navigation
  • Use a marketing automation system incl. email marketing
  • Build trust with reviews
  • Make sure that your website experience does not cause your visitors any frustrations
  • Get creative and test different things!

Let’s look at a Website Conversion Rate example

Many years ago, I had on average 250 unique visitors per month to my photography website. This number of visitors generated 2 website enquiries per month (i.e. 24 enquiries per year). Each enquiry is a potential customer! Of those I converted around one third, i.e. 8 wedding enquiries turned into bookings. There are two types of conversion rates here:

  • Enquiries to Bookings
    • Divide the number of bookings by the number of enquiries (in my case 8 divided by 24 =0.33 which means 33%).
  • Unique Visitors (Unique Page Views) to Bookings
    • Divide the number of bookings by the number of website visitors (in my case 8 divided by 250 = 0.032 which means 3.2%).

My goal was to book 24 weddings per year. So I thought I need three times as many website visitors in order to get three times as many enquiries (24 x 3 = 72 enquiries) in order to convert 24 wedding enquiries into bookings.

So I needed at least 750 website visitors in order to generate the number of enquiries I needed to convert more of them into paying customers.

Alternatively, I could better serve new prospects (i.e. people who requested more information from me and considered my services). I should have followed up more and maybe out of 24 enquiries I could have converted 50% and turned 12 enquiries into bookings with the same number of visitors.

I went for the first approach and worked on my website visitor numbers. I started creating blog posts for my target audience and soon (a few months into my blogging journey), my website visitor number started growing. During this time, I didn’t run any other marketing campaign.

After one year – at this time I did not have my wedding photography prices displayed – I started getting more and more enquiries. I ended up getting 1 enquiry per day! They mostly asked “How much is your wedding photography package”. I spent a lot of time replying to emails and explaining my pricing but quite often I didn’t hear anything back or people said I was too expensive.

So I started putting my prices on my website and the enquiries dropped away and only those people contacted me who could afford my services.

Calculate your website conversion rate

Open Google Analytics.

In Universal Analytics (the old version):

  • Go to Behaviour > Site Content > All Pages
  • Select a full month in the date range, for example 1st Oct 2022 – 31 Oct 2022
  • Look at the unique page views in the table below

In Google Analytics Version 4:

  • Go to Reports > Engagement > Pages and Screens
  • Top right – select a full month in the date range, for example 1st Oct 2022 – 31 Oct 2022
  • Look at the Users number in the table below


Enquiry Conversion Rate


Booking Conversion Rate


Website Conversion Rate

Back to Website Conversion rates.

I have recently worked with a customer who sells a product that costs the end consumer approximately £8,000. They sell around 125 of these products per year. I asked them how many quotes they send out and they confirmed that they send out on average 6 quotes per week, but only convert 2 of these (again – 33% conversion rate). 

We then tried to figure out how to increase their conversion rate from 2 out of 6 to 3 out of 6. That’s an increase from 33% to 50%!

By just converting 1 more quote into a paying customer, they would have 50 more sales per year at an average value of £8,000! That’s a sales increase of £400,000 per year! 

From 2 to 3 doesn’t sound much, but £400,000 is a huge amount of money for a small business! 

Do you need thousands of website visitors in order to get lots of website enquiries?

Simple answer: No!

Let me show you an example.

Between 1st and 31st October 2022, one particular section of my website had 99 unique users. That’s not a lot. The visitors spent on average 2:28 minutes on my website. 

In October 2022, I received 10 enquiries from this section of my website and I converted 6 enquiries into bookings! 

  • Enquiries to Bookings
    • Divide the bookings by the number of enquiries (in my case 6 divided by 10 =0.66 which means 66%).
  • Visitors to Bookings
    • Divide the bookings by the number of website visitors (in my case 6 divided by 99 = 0.0606 which is 6%). 

I am super happy with these numbers as “it just sits there” and generates bookings. I don’t have to actively put more blog posts out there at the moment (but I am monitoring it). I occasionally add more images and answer a few more questions I get from clients. As this is not my main part of my business, I don’t actively work on this, but use this as my “SEO playground” and absolutely enjoy working with the clients that book the service.

Want to know which area of the website works so well?

If you want to know exactly how I built these pages, send me an email and I will send you a short video.

Nadin Thomson

Nadin Thomson started developing websites in 1999 as a hobby and started her business as a web developer in 2004. She has 18+ years of experience in helping businesses of all sizes to create an online presence and improve their website. She's also worked as a photographer in Scotland for 15+ years. The majority of her customers found Nadin through Google as she's continually optimised her website for SEO.

Nadin Thomson has a University Business degree and a Postgraduate Diploma in Digital Marketing.

Find out more about Nadin Thomson.