What’s a “good” conversion rate for websites in the UK/EU right now?

[kevinle]

There’s no magic number, but here are some rough ranges people are reporting in 2024/25:

• General website average: around 2.5–3%
• E-commerce: about 2–2.7%
• Desktop usually beats mobile, but mobile traffic is higher, so it balances out
• UK and Northern Europe often see slightly higher conversions than Southern EU, especially where delivery and trust signals are stronger

If you’re below ~2%, you probably have some big wins available (e.g., checkout friction, unclear delivery info, trust badges, slower mobile load times). If you’re closer to 5%+, you’re likely in “optimise revenue per visitor” rather than “fix broken funnel” territory.
What conversion rates are others seeing in the UK/EU right now, and what’s moved the needle most for you?

 

[fisicx]

If your conversion rates are that low you are doing something wrong.

In any case, it all depends on what service or product you are selling and to whom.

Luxury yachts will be a minuscule percentage. Cheap socks could easily convert at a higher rate.

I worked with a local printer years ago and we were getting 60% on some campaigns.

 

[Ozzy]

Expanding on what @fisicx has already said, those numbers really don't mean anything, as they will vary from sector to sector.
Anyone should research their sector specifically and not rely on generic 'press release' figures pumped out on the internet. Havong said that, whatever a website is achieving, in any sector, good business strategy would always be to try and improve it by that extra 1% all the time.

 

[kevinle]

Good points, both. Totally agree that sector context matters a lot – a 2% conversion could be excellent in one niche and awful in another. My post was more about getting a sense of what others are actually seeing across the board right now, rather than setting any kind of benchmark.

I’ve seen some wild variation too B2B leads converting at under 1%, while niche e-commerce with repeat buyers can hit 8%+. It’s those differences (and what’s driving them) that I find interesting.

Out of curiosity, for those who’ve managed high rates like 60%, was that from returning customers or one-off campaigns with a tight local audience? Always good to learn from real examples.

 

[DoolallyTap]

My SEO chap tells me that my 7-8% is quite unusual.

 

[fisicx]

My SEO chap tells me that my 7-8% is quite unusual.

It’s a meaningless number. It depends on what you are selling and to whom. It’s not an SEO question, it’s all about marketing. On the right platform with the right marketing you can get far higher conversions.

 

[fisicx]

Out of curiosity, for those who’ve managed high rates like 60%, was that from returning customers or one-off campaigns with a tight local audience? Always good to learn from real examples.

Local and very targeted. Attracted new leads who often then became repeat customers

 

[Mark T Jones]

My conversion rate (from enquiry) is circa 3%. I don't even bother checking against visits - it's probably a fraction of 1%

For context; my spend (time & money) is nil. My filtering process is pretty brutal.

The average lifetime value of a customer is about £7,000, which makes it a handy free resource.

 

[Paul Carmen]

Good points, both. Totally agree that sector context matters a lot – a 2% conversion could be excellent in one niche and awful in another. My post was more about getting a sense of what others are actually seeing across the board right now, rather than setting any kind of benchmark.

I’ve seen some wild variation too B2B leads converting at under 1%, while niche e-commerce with repeat buyers can hit 8%+. It’s those differences (and what’s driving them) that I find interesting.

Out of curiosity, for those who’ve managed high rates like 60%, was that from returning customers or one-off campaigns with a tight local audience? Always good to learn from real examples.

Unfortunately the question and the answers will always be too vague, industry averages are truly awful in most lead and ecommerce areas. Who wants to be average!

Ecommerce often comes down to mainly price, plus speed of delivery, then usability of the website, along with marketing budget and quality of the campaigns.

In terms of B2B and lead generation, these are meaningless too, as there are far too many variables. As an example, we primarily run lead generation campaigns for customers, these operate way above industry averages, depending on industry and areas within them, these vary from 10-15% minimum up to 50-60% in some areas.

That sounds great, but that's the number of visits that turn into a lead, the actual sales conversion rate is the really important number, and that's usually down to humans in B2B and lead gen. We have clients that run similar campaigns in similar areas, but their conversion rates are quite different, as the quality of their team and their services differ.