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Monday, Mar. 16, 2009 at 6:46 am

Lead Generation Average Conversion Rate

By Bryan Eisenberg
March 16th, 2009

The most popular question I am asked is “what is the average conversion rate?” People love to benchmark themselves against others. Every month we publish the top 10 converting retail web sites and additional benchmarks here on GrokDotCom.

Unfortunately, similar sources don’t exist for lead/demand generation websites. If that data would be valuable to you, then please take 2 minutes to complete the survey below. It’s our first pass at collecting this data. We’ll be happy to share the results with you.

Please take the lead generation benchmark survey.

P.S. If you haven’t downloaded our white paper on increasing qualified leads online, you can still grab it now.

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Comments (16)

  1. Would love to see average lead gen conversion rates – thanks!

  2. MarketingSherpa has benchmark stats for B2B lead gen, though they’re only accessible via a paid report. If I remember correctly, the most recent one I saw from 2008 showed B2B conversion rates for paid search at 5.74% and SEO at 2.3%.

    My B2B clients see between 10-23% average conversion rates off of PPC, though, so those numbers seem very low to me.

  3. I would also like to see conversion rates by industry. Not just the top converting sites, but the average.

  4. The conversion rates for inquiries(not qualified leads) over one year has been established by research to be 45%. This means 45% of the raw inquiries convert for someone. The problem is that the follow-up rate by salespeople is somewhere between 10%-25%. This means most companies are only speaking to 25% of the buyers. Hence, the entry of telemarketing firms that follow-up and pursues inquiries for their clients to create sales ready leads(and much higher closure). There are many articles on the Sales Lead Management Association site that discuss this. The stats are also quoted in the two known books on the subject of lead management: Managing Sales Leads, How to turn Every Prospect into A Customer (available as a used book); Managing Sales Leads, Turning Cold Prospects into Hot Customers (new). The just published book, Find Lost Revenue, also has a chapter on this subject. All are available via Amazon.

  5. There is no such thing as an avg conversion rate. It’s all relative to the channel, product, and industry.

  6. It is also highly relevant what goals or conversions are measured; so many people will class different things to be lead generators. nowadays millions of people using GoAn for example.

    It is also pointless having an average of almost all things analytical, raw numbers and facts about individual queries or individual people or personas are what people should be looking for , certainly not an average number.

  7. Establishing an average is misleading without running a pilot. Almost dangerous if you are planning your marketing budget. I have seen a lot of companies decide on a number not knowing how their products will be received in the market. My suggestion is to first do a pilot then come up with an average.

  8. where are the results of the survey at?

  9. I would also like to see conversion rates by industry. Not just the top converting sites, but the average.

  10. I’m happy to contribute to a survey about conversion rates. Of particular interest to me is the difference in conversion rate between sites with video appeals versus those without video appeals.

  11. I agree with Matt, there is no such thing as an avg conversion rate

  12. I’m looking for conversion rate benchmarks as well. Reading the above comments, “conversion rate”is defined and calculated in different ways. We would need to be aware of that in order to apply the right benchmark or avg.

  13. Quite often conversion rate is directly linked to how aggressive your program is. If you are spending x% of sales you get the low hanging fruit. If you spned 2x% of sales the returns diminish, so it is important to have some measure of scale in any results that you compile.

  14. There are many articles on the Sales Lead Management Association site that discuss this. The stats are also quoted in the two known books on the subject of lead management: Managing Sales Leads

  15. I would also like to see conversion rates by industry. Not just the top converting sites, but the average.

  16. benchmarking avg. conversion rate is a great places to look, although a little out of date now.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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