E-Commerce Average Conversion Rates for B2B Businesses

Olobjective Strategy | Creative | Digital E-Commerce Average Conversion Rates for B2B Businesses Conversion rates are often used as a way to review the effectiveness of e-commerce activity. One thing you may ask yourself is, "how do our conversion rates compare to the average?" To answer that question we take a look here at average e-commerce conversion rates by channel and across a number of different sectors. How is e-commerce conversion rate measured? Google Analytics can be considered the standard reference, and works out conversions by taking sales transactions and dividing by visits. E-commerce Conversion Rate is defined by Google as: 66 The ratio of transactions to sessions, expressed as a percentage. For example, a ratio of one transaction to every ten sessions would be expressed as an Ecommerce Conversion Rate of 10% 99 Conversion rates by sector We find a wide variation within and between sectors. 5.0% Travel 25.1% Real Estate 2.8% 11.2% 5.0% Business Consulting 27.4% 3.4% Business Services 15.7% 5.5% Credit & Lending 24.3% 2.8% Health 12.3% Best Conversion Rate Higher Education 11.5% 2.6% Median Rate 3.3% Home Improvement 14.9% 3.2% Legal |15.4% Vocational Studies & Job Training 6.0% 25% 0% 10% 20% 30% Conversion Rate Conversion rates by channel Conversion rates are much higher where consumers have higher intent, such as when they are searching for products. Comparatively social and display referred visits show conversion rates that are significantly lower. 2018 2019 0.3% Display 0.6% 1.1% Social 1.0% 3.0% Referral 2.4% 2.6% Paid Search 2.9% 2.6% Organic Search 2.7% 2.5% Email 2.4% 2.1% Direct 1.8% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% The average 4.4% The average conversion rate across all sectors is 4.4%. Objective average 6.1% Objective creative is a full service marketing agency that can provide specialist SEO services to the B2B sector. The average Objective conversion rate is 6.1%. As one of the UK's fastest growing B2B and Public Sector marketing agencies, Objective Creative's award winning teams successfully deliver strategic marketing, creative design and digital projects on behalf of B2B and public sector clients. Objective's marketing strategists are creatively minded, and their creatives implement strategies every day. The result is a truly integrated, results focused agency. www.objectivecreative.com Oobjective www.objectivecreative.com