What is a good conversion rate for a website?
Depends what you count.And what you divide by.
A good conversion rate depends on what counts as a conversion, the kind of site and where the visitors come from. As rough, dated guides: the median Shopify store turned 1.4% of sessions into orders in the 90 days to 24 October 2026; lead and sales sites in Ruler Analytics’ 2026 data averaged 5.13%; the median landing page in Unbounce’s 2024 report converted 6.6%. The 2.35% and 5.31% quoted everywhere are Google Ads account figures from 2014. This page gives the formula, the sourced ranges and a calculator for your own number.
By the Builderify team
What is a good conversion rate?
Three honest ranges.
A conversion rate is only comparable with one that counts the same thing, over the same kind of traffic. An order is rarer than a newsletter sign-up, a page built for one ad converts better than a whole site, and a rate per session is lower than a rate per visitor. These are the three most useful recent reference points, each with what it measures.
Online shops
medianSessions with an order. Shopify stores, 90 days to 24 October 2026. Top fifth above 2.7%, top tenth 3.7% or more.Littledata
Lead and sales sites
averageQualified leads or sales, 13 industries, 2026. Industry averages from 1.9% (travel) to 7.9% (legal, automotive).Ruler Analytics
Landing pages
medianPurpose-built pages, July 2023 to July 2024. Industry medians from 3.8% to 12.3%. Pages with no conversions left out.Unbounce
Treat each one as a place to start, not a target. The useful comparison is your own rate this month against last month, and your best page or channel against your worst. If people visit and still don’t get in touch, the guide to a website that isn’t generating leads ranks where inquiries leak.
Is my conversion rate good?
And what is one more point worth?
Enter one month of traffic and conversions, your kind of business and your main source. The calculator works out the rate, places it against the reference that fits, and prices one more percentage point. It starts with a made-up accountant’s numbers. Nothing you enter leaves your browser.
Your rate
Ruler reports 110M+ sessions but doesn’t say whether it divides by sessions or visitors, so treat the comparison as rough.
Against the benchmark
Below averageRuler Analytics, 2026, Professional services: 6.1% average (qualified leads or sales, all channels). Well below means under half of it, well above means over one and a half times it: our cut-offs.
Under the middle of the reference, which is where half of any sample sits. Split it by page and by channel: one weak source often drags the whole average down.
One more percentage point
leads a month at the same traffic, 25% more than now.
Worth about 6,000 a month, or 72,000 a year, at that value per conversion.
Your main channel
Ruler Analytics’ 2026 average for organic search, across all industries: 4.9%, against 5.13% for all channels together.
How it reads. A shop is placed among Littledata’s Shopify percentiles, a landing page against Unbounce’s medians, and any other business against Ruler Analytics’ average for its industry, where half and one and a half times that average are our own cut-offs.
Rough guides, not targets. The three samples count different things, in different years, over different traffic, and none is a random sample of small business websites. A rate above 30% for a whole site is flagged, because it is almost always a counting problem.
The money line is plain arithmetic. One percentage point of your traffic, times the value you entered. It assumes the same traffic and the same value per conversion, which a change to the page doesn’t always keep.
The conversion rate formula,
and the two bottoms it can have.
78 orders from 5,200 sessions: 78 ÷ 5,200 × 100 = 1.50%.
The top is easy to agree on; the bottom is where tools disagree. Google Analytics 4 offers both. Its session key event rate is the number of sessions in which a key event happened divided by all sessions; its user key event rate is the users who performed a key event divided by all users.Google GA4 calls the actions you mark as important key events: what it used to call conversions, a word it now keeps for Google Ads.Google
Someone who visits three times and buys once is one conversion in three sessions, or one conversion from one person. Per session that is 33%; per visitor, 100%. Because most people visit more than once before they act, a per-visitor rate usually reads higher than a per-session one for the same traffic. Shopify’s own guide counts visits as sessions and warns that counting users inflates the rate.Shopify
Neither is wrong. Per session suits a shop where people buy on a visit; per visitor suits a service business where people look three times and call once. Pick one, write it down and never compare across the two.
| Counted as | Top | Bottom | Rate |
|---|---|---|---|
| Orders ÷ sessions How Littledata and Shopify’s guide count a shop |
78 | 5,200 | 1.50% |
| Buyers ÷ visitors Each person once, on top and below |
72 | 3,700 | 1.95% |
| Orders ÷ visitors Mixed units: repeat orders inflate it |
78 | 3,700 | 2.11% |
| Anyone who reached any goal ÷ visitors Newsletter sign-ups counted as conversions |
201 | 3,700 | 5.43% |
The same made-up shop as at the top of the page. Every row is a fair thing to report; only rows that count the same way can be compared.
What should count as a conversion?
The action that pays: an order, an inquiry, a booking, a call. Track the smaller steps too (a newsletter sign-up, a click on your phone number, a visit to pricing), but report them as their own rates. Adding them into one figure is how the bottom row above reaches 5.43%. On a thank-you page goal, make sure the page can only be reached by converting: the guide to tracking conversions by URL covers the redirect on each site builder.
Average conversion rate
by type of website.
The average e-commerce conversion rate
Across 436 Shopify stores in the 90 days to 24 October 2026, Littledata’s median was 1.4% of sessions with at least one purchase. The bottom fifth sat under 0.5%, the top fifth above 2.7% and the top tenth at 3.7% or more.Littledata Littledata calls anything above 2.7% good. Its page updates as new data comes in, so check the date when you quote it.
Lead generation and service sites
Ruler Analytics counts a conversion as a qualified lead or sale, online or offline, so phone calls are in. Its 2026 averages across 13 industries came to 5.13%, from 1.9% for travel to 7.9% for legal and automotive.Ruler The data is what Ruler’s own platform tracked, and the page doesn’t say whether it divides by sessions or visitors, so read it as direction, not a line to cross.
Landing page conversion rate
Unbounce’s 2024 report put the median at 6.6% across 41,000+ landing pages, with industry medians from 3.8% to 12.3%.Unbounce A landing page has one job and traffic sent for that job, which is why it beats a whole site. Unbounce left out pages with fewer than 50 visitors or no conversions,Unbounce so the pages that converted nobody, which a median would otherwise include, aren’t in it.
Average conversion rate by industry, 2026
Ruler AnalyticsAll industries: 5.13% · qualified leads or sales, all channelsSource
| Benchmark | Counts | Divides by | Data from |
|---|---|---|---|
| Littledata | Sessions with a purchase | Sessions | Shopify stores, July to October 2026 |
| Ruler Analytics | Qualified leads or sales, including calls | Not stated | Sites tracked by Ruler, 2026 |
| Unbounce | Conversions on a landing page | Not stated; sample in unique visitors | Unbounce pages, July 2023 to July 2024 |
The 2.35% average
landing page conversion rate.
From 2014, about ad accounts.
Most pages that answer this question quote 2.35%, 5.31% and 11.45%, usually with no date. They come from one WordStream article from March 2014, about the Google Ads (then AdWords) accounts WordStream analysed.WordStream They are worth knowing, and worth knowing the age of.
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March 2014
WordStream: Google Ads accounts
The median account converted 2.35% of its ad clicks; the top quarter 5.31% or more; the top tenth 11.45% or more. Accounts without working conversion tracking, with fewer than 10 conversions a month or with fewer than 100 clicks a month were left out. The article describes the same figures as both account and landing-page rates, and they cover paid clicks, not a website’s visitors from every source. The data is older than GA4, and the copies of it rarely say so.WordStream
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July 2023 to July 2024
Unbounce: landing pages
A later and larger sample of purpose-built pages, with a median of 6.6%, which Unbounce presents as a baseline rather than a target. Its 2020 edition gave 3.2% across about 34,000 pages, so check the year of any Unbounce figure you see quoted.Unbounce 2024Unbounce 2020
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2026
Ruler Analytics and Littledata: whole sites
Two current, dated sources for whole websites rather than single pages: 5.13% average for leads and sales across 13 industries, and a 1.4% median for Shopify stores, from data that ends in October 2026.RulerLittledata
How to read a quoted benchmark: look for the year of the data, what counted as a conversion, what it was divided by, and whose customers were in the sample. If a page can’t tell you, it is passing on someone else’s number.
Conversion rate by traffic source.
Why one average hides two sites.
People who came looking for you convert better than people who were interrupted. In Ruler Analytics’ 2026 data, search, email and referrals all sat near 5%, while social traffic, paid or not, converted at about 2%.Ruler So a site whose traffic shifts towards social can see its rate fall with nothing wrong on the page.
| Source | Whole sites, 2026 (Ruler, average) | Landing pages, 2024 (Unbounce, average) |
|---|---|---|
| Organic search | 4.9% | not given |
| Paid search ads | 5.4% | 10.9% |
| Paid social ads | 2.11% | 12% |
| 4.9% | 19.3% | |
| Organic social | 2.23% | not given |
| Links from other sites | 4.8% | not given |
| Direct | 4.7% | not given |
| AI referral (ChatGPT and similar) | 5.8% | not given |
| All sources | 5.13% | 6.6% median |
Unbounce’s channel figures are averages, which the best pages pull up: all three sit well above its 6.6% median.Unbounce Use them to rank channels against each other, not as a rate a page should reach.
A big share of Direct often hides links that weren’t tagged, such as email and chat apps; the guide to what direct traffic really is explains how to tag them, so each channel’s rate is its own.
What does good mean
for a small website?
Better than last month,
and paid for.
For a small site, a benchmark matters less than two numbers of your own: the trend, and what each conversion costs against what it earns. Here is why, with arithmetic rather than averages.
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01
Small numbers swing
One conversion is worth 0.33 points at 300 visitors a month, 0.10 points at 1,000 visitors a month, and 0.02 points at 5,000 visitors a month. On a small site, two good weeks can look like a breakthrough and two quiet ones like a crisis. Compare three-month periods, and count conversions as well as the rate.
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02
The rate that pays beats the rate that impresses
If a click costs $1.50 and a sale leaves $60 after costs, you break even at 2.5%: cost per visitor divided by profit per conversion. Below that rate the ad loses money however good the benchmark says you are; above it, a “below average” rate is still profit. Work this out for each paid channel.
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03
A falling rate isn’t always a worse site
More visitors from a broad source, such as a social post that travelled or an article that ranks, lowers the rate while adding conversions. Bots and scrapers do the same without adding any: the guide to bot traffic in your analytics shows how to spot them. Read the rate per channel before you change a page.
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04
Then fix one thing, and measure it
The leads guide finds what to fix first. To know whether a change worked rather than guess, test it against the old version: the A/B test calculator tells you how many visitors that takes at your rate. Bounce rate is the earlier signal, and has its own guide to what a good bounce rate is.
How User Journey
works out your rate.
Per person, not per session.
In User Journey, a goal’s conversion rate is the visitors who reached it divided by the visitors seen in the period, each person counted once. It is a per-visitor rate, so compare it with per-visitor numbers, not with a per-session shop benchmark. Reports cover the last 24 hours, 7 days or 30 days, each against the period of the same length before it.
A goal for each action
A page visit such as a thank-you page, a click on an element, a form sent, a scroll, time on a page, pages per visit, a custom event from your code with builderify('goal', …) or a data-bdf-goal attribute, or something done in a Builderify widget.
Conversions and converters, apart
Each goal counts every time, once per visit or once per visitor, and can carry a value. The count of conversions follows that setting; the conversion rate always counts each visitor once.
Measured against the right people
By default a goal is measured against everyone, or the first step of its funnel. You can measure it against people who saw a page, came from a campaign or reached another goal instead, so a landing page’s rate is out of its own visitors.
A rate per channel
Converters per source, next to that source’s own conversion rate: converting visitors from that source out of the visitors it sent. Plus the landing pages their converting visits started on.
A rate per page
Paste any address into a page report to see which goals its visitors reached afterwards, in the same visit or a later one, and what share of them did.
Funnels show the step
Add steps before a goal and its report becomes a funnel: how many people reached each step, and the share lost between one step and the next.
Test the fix, don’t guess. A/B Testing shows two versions of a page to different visitors and compares them against page, click or custom-event goals, with no verdict until each version has at least 100 visitors and 10 conversions, then a two-sided 95% confidence test. Launching one costs 25 credits, once.
Give people a smaller step. If the main action is a big ask, a popup with an email-only offer is a second goal worth tracking on its own, and every address lands in a lead list you own. Report it as its own rate, beside the one that pays.
A tracked visitor journey costs 0.1 credits. Every account gets 250 free credits a month, and one-time packs start at $9 with no monthly fee. See pricing.
Start freeConversion rate, before you ask.
It depends on what counts as a conversion and the kind of site. As dated rough guides: the median Shopify store turned 1.4% of sessions into orders in the 90 days to 24 October 2026 (Littledata), lead and sales sites averaged 5.13% across 13 industries in Ruler Analytics' 2026 data, and the median landing page converted 6.6% in Unbounce's 2024 report. Your own trend matters more than any of them.
Divide conversions by visitors or by sessions, then multiply by 100: 78 orders from 5,200 sessions is 1.5%. Pick one bottom number and keep it, because a per-visitor rate usually reads higher than a per-session rate for the same traffic. GA4 offers both, as session key event rate and user key event rate.
From a WordStream article of March 2014 about the Google Ads accounts it analysed: the median account converted 2.35% of its ad clicks, the top quarter 5.31% or more and the top tenth 11.45% or more. It measures paid clicks, not all of a website's visitors, and the data is more than ten years old, so quote it with its date.
Unbounce's 2024 report put the median at 6.6% across more than 41,000 landing pages, with industry medians from 3.8% to 12.3%. It left out pages with fewer than 50 visitors or no conversions, which lifts the median, and its 2020 report gave 3.2%. A landing page with one job and matched traffic should beat your site-wide rate.
In User Journey, a goal's rate is the visitors who reached it divided by the visitors seen in the period, each person counted once, compared with the period before. You can also measure a goal against only the people who saw a page, came from a campaign or reached another goal, and see the rate per traffic source. A tracked journey costs 0.1 credits, and every account gets 250 free credits a month.
Sources
- Littledata Ecommerce conversion rate (all devices): median across Shopify stores, 90 days to 24 October 2026
- Ruler Analytics Average conversion rate by industry and marketing channel, 26 May 2026
- Unbounce 2024 Conversion Benchmark Report
- Unbounce Conversion Benchmark Report methodology (data from 23 July 2023 to 23 July 2024)
- Unbounce Conversion Benchmark Report 2020 (median 3.2%, about 34,000 landing pages)
- WordStream What’s a good conversion rate? (March 2014; Google Ads accounts)
- Google [GA4] Analytics dimensions and metrics: session and user key event rate, Analytics Help
- Google [GA4] Conversions and key events (video transcript), Analytics Help
- Shopify Ecommerce conversion rate: what it is and how to improve it, updated 22 August 2026
The Littledata, Ruler Analytics, Unbounce, Shopify and Google pages were read on 29 October 2026. WordStream’s 2014 article could not be loaded that day; its figures and method are as quoted, consistently, by several independent copies. How User Journey works out a conversion rate comes from Builderify’s own code; the other Builderify details come from the module pages and the rate card on this site. The calculator’s bands are rough guides built on those benchmarks, not targets.
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