Conversion rate benchmarks and how to calculate them
A benchmark is only useful if you know what it is measuring and how yours was calculated. Each guide gives the formula first, then a range to compare against, then what actually moves the number.
15 guides in 4 parts
Part 01
Conversion rate itself
The formula, the common ways it gets miscounted, and what normal looks like.
- 01How to Calculate Conversion Rate: Formula and Examples
To calculate conversion rate, divide conversions by visitors and multiply by 100.
- 02Conversion Rate Benchmarks by Industry and Funnel Stage
A good conversion rate depends on the funnel stage: e-commerce 2 to 3%, SaaS trial signup 2 to 5%, trial to paid 15 to 25%.
- 03E-Commerce Conversion Rates: 2026 Benchmarks by Industry
Average e-commerce conversion rate is 2.5% to 3.0%, and the composite hides a wide spread by industry, device and channel.
- 04What Is a Landing Page Conversion? Definition, Formula, and 2026 Benchmarks
A landing page conversion is a visitor taking the page's target action: buying, signing up or booking.
Part 02
Engagement measures
Bounce rate, exit rate and time on site: what each one really counts.
- 01What Is Bounce Rate? Definition, Benchmarks, and How to Reduce It
Bounce rate is the share of sessions that end on the landing page with no second interaction.
- 02Bounce Rate vs. Exit Rate: What Is the Difference and Why It Matters
Bounce rate counts single-page visits; exit rate counts the last page of any visit.
- 03Time on Site and Time on Page: Definitions and Benchmarks
Time on site measures a whole visit; time on page one page within it.
Part 03
Revenue and lifetime value
What a customer is worth, and the retention that decides it.
- 01How to Calculate Customer Lifetime Value (LTV): Formulas and Examples
The customer lifetime value formulas with a worked example, why each one is a bet on a lifespan you have not observed, and where the forecast breaks.
- 02Maximizing Customer Lifetime Value: 6 Retention Strategies
Increasing customer lifetime value starts after the sale. Six retention plays, each with the metric it moves: onboarding, churn prevention, expansion.
- 03Customer Lifetime Value for E-commerce: How to Calculate and Increase LTV
How to calculate customer lifetime value for a store, split it by the month customers first bought, and raise it.
- 04Monthly Recurring Revenue (MRR): The Complete Guide for SaaS Teams
How to calculate MRR, split it into new, expansion and churned MRR, and avoid the counting mistakes that inflate it.
Part 04
Testing a change
Sample size, significance, and reading a result honestly.
- 01A/B Test Sample Size: How to Calculate It and Why Most Teams Get It Wrong
Calculate A/B test sample size from baseline conversion rate, minimum detectable effect and power.
- 02A/B Testing Statistical Significance: When to Call a Winner
Statistical significance in A/B testing tells you whether a lift is real.
- 03Running Multiple A/B Tests? How to Avoid False Positives From Multiple Comparisons
Why running several A/B tests or variants inflates false positives, with the math, and the Bonferroni, Benjamini-Hochberg and sequential testing corrections.
- 04Introduction to A/B Testing: How to Run Experiments That Actually Work
A/B testing from hypothesis to verdict: how to design the test, size the sample, read significance, and avoid the mistakes that produce false winners.
Definitions used in this guide
P-Value, Minimum Detectable Effect (MDE), Statistical Significance, Checkout Conversion Rate, Free-to-Paid Conversion Rate, Trial-to-Paid Conversion Rate, Landing Page Conversion.