The average conversion rate on a B2B website?

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whoisvisiting.com

whoisvisiting.com

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May 19, 2014
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  • #3
    Hi David,

    Good question and definitely help where I can.

    There's some great articles online relating to B2B sales and lead generation for the B2B marketplace. Please see details below on the figures as at March 2014.

    Median CR for B2B businesses is 2.23%
    Top 25% for B2B businesses is 4.31%
    Top 10% for B2B businesses is 11.70%

    Hopefully yours fall into the top 10%! Also note there's tools such as our own (whoisvisiting.com) which will enable you to find out what companies are visiting your B2B website so you can identify them and contact them as they'll be warmer leads and therefore a better conversion rate.

    I hope this helps.

    Nick
     
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    Peter Bowen

    Peter Bowen

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  • #4
    Hi David,

    My experience has been mostly in generating leads from Google AdWords, and more specifically ads shown on the Google search results pages so bear this in mind when looking at my numbers. Where the visitors come from makes a significant difference in the conversion rate.

    Our benchmark page conversion rate for AdWords traffic is 10% (sadly that still means that 90% of visitors leave empty handed - something we’re always working on improving). Some sites do significantly better and some a little worse but we normally stop worrying about the site conversion rate and start focussing on the rest of the sales process once we’ve hit that number. We’ve managed to achieve this in a wide range of B2B products and services over a statistically significant number of visitors (more than 300 000 sales leads to date).

    Our experience has been that specialist lead generation sites have always outperformed our client’s ‘corporate’ or business site. This has held true across a number of fields - ranging from fairly simple services to much more complex capital equipment purchases. I’ve written up some thoughts on the design of these pages here if you’re interested: http://www.pete-bowen.com/10-ppc-landing-page-design-ideas
     
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    fisicx

    fisicx

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  • #6
    With the right marketing and the right website you can get very good conversion rates. One chap I work with is getting about 40% on one niche product. An accountant only gets about 1% but that brings in enough business to pay the bills so she isn't too worried.
     
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    Jayser100

    Jayser100

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  • #7
    I don''t see how there can be one single answer to this because the conversion rate depends on too many varying factors. For example, somebody above mentioned using Google Adwords to drive traffic to your site; depending on the keyword strategy used, the traffic this generates will effect the conversion rate since the likelihood of conversion will depend on how closely targeted the keywords are. By way of example, if you are selling car insurance, visitors coming through for the key term 'car insurance' are high quality, but if the ad appears simply for 'insurance' then you will get a lot of low quality visitors who weren't looking for car insurance particularly. In a similar fashion, if your site ranks high in Google search for keywords than are not specific to the actual service or product you provide then you will get a higher bounce rate and a lower conversion rate. Personally I think people get too hung up on these stats. What you need to concentrate on is making sure your website has high quality content, with professional design, images and usability with well written text and SEO optimised. Once you have done that and your marketing is 'out there', judge your success more by the volume of sales and whether that is good enough for you, rather than how many people visit the site and don't actually buy anything.
     
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    D

    digital way

  • #8
    Jayser100 said:
    I don''t see how there can be one single answer to this because the conversion rate depends on too many varying factors. For example, somebody above mentioned using Google Adwords to drive traffic to your site; depending on the keyword strategy used, the traffic this generates will effect the conversion rate since the likelihood of conversion will depend on how closely targeted the keywords are. By way of example, if you are selling car insurance, visitors coming through for the key term 'car insurance' are high quality, but if the ad appears simply for 'insurance' then you will get a lot of low quality visitors who weren't looking for car insurance particularly. In a similar fashion, if your site ranks high in Google search for keywords than are not specific to the actual service or product you provide then you will get a higher bounce rate and a lower conversion rate. Personally I think people get too hung up on these stats. What you need to concentrate on is making sure your website has high quality content, with professional design, images and usability with well written text and SEO optimised. Once you have done that and your marketing is 'out there', judge your success more by the volume of sales and whether that is good enough for you, rather than how many people visit the site and don't actually buy anything.
    Click to expand...
    Good point about prioritising the quality of what's on the site - that absolutely comes first.

    However, a high conversion rate is useful as an indicator of two things:
    • the right kind of traffic is arriving at your site
    • your site isn't crap (reassures, easy to use on all devices, offers enough, engages etc.)
    It's not the stat itself but the analysis which is important.
     
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    E

    ecoleman

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    Feb 12, 2010
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  • #9
    Jayser100 said:
    I don''t see how there can be one single answer to this because the conversion rate depends on too many varying factors. For example, somebody above mentioned using Google Adwords to drive traffic to your site; depending on the keyword strategy used, the traffic this generates will effect the conversion rate since the likelihood of conversion will depend on how closely targeted the keywords are. By way of example, if you are selling car insurance, visitors coming through for the key term 'car insurance' are high quality, but if the ad appears simply for 'insurance' then you will get a lot of low quality visitors who weren't looking for car insurance particularly. In a similar fashion, if your site ranks high in Google search for keywords than are not specific to the actual service or product you provide then you will get a higher bounce rate and a lower conversion rate. Personally I think people get too hung up on these stats. What you need to concentrate on is making sure your website has high quality content, with professional design, images and usability with well written text and SEO optimised. Once you have done that and your marketing is 'out there', judge your success more by the volume of sales and whether that is good enough for you, rather than how many people visit the site and don't actually buy anything.
    Click to expand...

    Personally I think it's the people that don't get hung up on these stats that fail.

    If you don't know the numbers how you you effectively react to change.
    If my conversion suddenly drops I know something is wrong and I need to fix it. Having a decent conversion tells me that I'm getting a good ROI on my adWords, the content on my site is relevant and informative and that my site is professional in the eyes of my customers because they trust it enough to make a purchase.

    Sure a sight selling high value goods may convert less that one selling low value goods but you should have a good idea of what sites in your market convert at and how you compare.

    Just because you use Google Adwords to drive traffic to your site using high quality keywords doesn't mean you will convert. If your site is shit, it's shit and nobody will convert.
     
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    wearewattle

    wearewattle

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    Jun 1, 2014
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  • #10
    Just so you are aware, you can obtain details about the names of companies visiting your website completely free of charge from Google Analytics.

    • Log into your Google Analytics account and select Audience | technology | network
    • You can then add a secondary dimension such as city or country and add a filter to restrict it if required
    • You should then export the data and clean it as it will contain a lot of ISP details, or just Google the company

    you can now perform DNS lookups to obtain contact details - this is essentially all the paid software services do for you, if you get stuck then feel free to PM me and I will be happy to explain over the phone at absolutely no charge at all, zip, nowt, nothing! It will only take five minutes.
     
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