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
Conversion rate benchmarks by industry and funnel stage: e-commerce averages 2-3%, SaaS trial signups 2-5%, trial-to-paid 15-25%, B2B landing pages 2-5%.
- 03E-Commerce Conversion Rates: 2026 Benchmarks by Industry
0%. Benchmarks by industry, device, channel and geography, what the composite hides, and why the right benchmark still names nothing for you to change.
- 04What Is a Landing Page Conversion? Definition, Formula, and 2026 Benchmarks
A landing page conversion is when a visitor takes the page 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
Understand bounce rate, what it really measures, industry benchmarks, and proven strategies to reduce it.
- 02Bounce Rate vs. Exit Rate: What Is the Difference and Why It Matters
Understand the key difference between bounce rate and exit rate, when each metric matters, and how to use both to diagnose user experience issues and improve your website performance.
- 03Time on Site and Time on Page: Definitions and Benchmarks
Time on site measures a whole visit; time on page measures 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
Every LTV formula is a bet on a lifespan you have not observed. The formulas and where the forecast breaks, why the number is inert until it sits over a cost, and the cohort version that removes the guess.
- 02Maximizing Customer Lifetime Value: 6 Retention Strategies
Six retention strategies for maximizing customer lifetime value: personalized onboarding, proactive churn prevention, expansion revenue, behavior-based loyalty, feedback loops, and re-engagement.
- 03Customer Lifetime Value for E-commerce: How to Calculate and Increase LTV
Learn how to calculate customer lifetime value for e-commerce businesses.
- 04Monthly Recurring Revenue (MRR): The Complete Guide for SaaS Teams
Learn how to calculate, track, and grow MRR correctly. Covers new MRR, expansion MRR, churn MRR, and common calculation mistakes.
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
How to calculate A/B test sample size using MDE, baseline conversion rate, and statistical power, plus common mistakes like stopping early and peeking at results.
- 02A/B Testing Statistical Significance: When to Call a Winner
Understand statistical significance in A/B testing. Learn sample size calculation, confidence intervals, and why stopping tests early gives false results.
- 03Running Multiple A/B Tests? How to Avoid False Positives From Multiple Comparisons
The multiple comparisons problem in A/B testing, covering false positive math, Bonferroni correction, Benjamini-Hochberg procedure, sequential testing, and practical testing guidelines.
- 04Introduction to A/B Testing: How to Run Experiments That Actually Work
A beginner-friendly guide to A/B testing covering hypothesis formation, test design, statistical significance, and common mistakes to avoid.
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.