What is the best B2B conversion rate? A Guide

The best B2B conversion rate is between 2% and 5% on average. Usually, there is no one-size-fits-all answer to this question. This is because conversion rates vary widely depending on several factors, including industry, product or service, target audience, and marketing channels.
Written by
Fredrick Eghosa
Published on
October 23, 2023
Read time

The best B2B conversion rate is between 2% and 5% on average. Usually, there is no one-size-fits-all answer to this question. This is because conversion rates vary widely depending on several factors, including industry, product or service, target audience, and marketing channels.


However, having an average of 2%–5% means that for every 100 visitors to your website, you can expect to convert 2–5 of them into leads or customers. 

There are always exceptions to this rule, though, being that some businesses may have significantly higher conversion rates—in some cases, 30% - 40%— or lower—in some cases, 0.7% - 1.8%— than this average. This is why tracking your conversion rates over time and comparing them to industry benchmarks is important. You can conveniently do this with Deepbux’s Conversion Rate Optimization (CRO) feature to track your conversion rates and compare them.

If your conversion rate is below average, there are some things you can do to improve it. These include optimizing your website design and user experience, creating targeted content and effective calls to action, and nurturing your leads through personalized marketing and sales efforts. All these can be properly tracked with Deepbux to know what works best for your website.

In this article, we will be helping you with a guide to the best B2B conversion rates. We will help you understand what it means, explain how we got the 2-5% average, and supply you with factors influencing and affecting B2B conversion rates. We will also walk you through strategies you can use to improve your B2B conversion rate and ways you can measure and monitor it. This is fully packed, so let's begin!



An Overview of the B2B Conversion Rate

B2B Conversion Rate Definition and Importance

B2B conversion rate is an important metric that measures the effectiveness of a company's marketing and sales efforts in converting website visitors or leads into paying customers. It is usually calculated as the percentage of visitors or leads who take a desired action, such as filling out a form, requesting a demo, or purchasing.

Some people tend to confuse B2B with B2C, but they are opposites, if you ask us. B2B and B2C conversion rates differ significantly due to the distinct nature of their target audiences and buying processes.

For conversion rates, B2B purchases often involve complex decision-making processes, multiple stakeholders, and higher price points, leading to lower conversion rates than B2C purchases, which typically involve individual decision-making, lower price points, and impulse buying, resulting in higher conversion rates.

Sales Cycles: B2B sales cycles tend to be longer, requiring nurturing and relationship building to guide potential customers through the decision journey. While B2C sales cycles are generally shorter, customers often make quick purchase decisions based on immediate needs or desires.

Sales Strategy: B2B marketing focuses on generating qualified leads and nurturing them through the sales funnel, with conversion often defined as a lead progressing to the next stage. While B2C marketing often aims for direct sales, conversion is typically defined as a purchase transaction.

For industry benchmarks, the average B2B conversion rate is 2-5%, while that of B2C is 2-10%. These averages vary across industries, with some B2B sectors having conversion rates as low as 0.5% and some B2C industries reaching up to 20%.

Importance of B2B Conversion Rate

The importance of B2B conversion rates in your business includes:

  • Gauges of Marketing Effectiveness: A high conversion rate indicates that your marketing efforts successfully attract qualified leads and persuade them to take action.
  • Maximizes ROI: By increasing the proportion of visitors who convert, you can optimize your return on investment (ROI) from marketing and sales expenditures.
  • Drives Revenue Growth: Improved conversion rates directly contribute to revenue growth by increasing the number of customers acquired from your marketing efforts.

Factors Influencing B2B Conversion Rates

Numerous factors affect B2B conversion rates, each affecting how effective marketing and sales efforts are overall. 

Industry Type

Conversion rates vary across industries due to differences in product complexity, sales cycles, and customer decision-making processes. Industries with complex, high-value products and longer sales cycles, such as enterprise software or industrial equipment, typically have lower conversion rates than industries with simpler, lower-cost products and shorter sales cycles, such as office supplies or marketing services.

Product or service

The nature of the product or service itself plays a significant role in determining conversion rates. Products with well-defined value propositions, clear benefits, and established market demand tend to have higher conversion rates. 

Target Audience

Understanding the target audience's needs, preferences, and decision-making processes is crucial for optimizing conversion rates. Tailoring marketing messages, content, and calls to action to the target audience's specific interests and pain points increases the likelihood of engagement and conversion.

Marketing Channels

The choice of marketing channels can significantly impact conversion rates. Different channels, such as search engine optimization (SEO), social media marketing, email marketing, or paid advertising, have varying effectiveness depending on the industry, product, and target audience. Analyzing channel performance and allocating resources to the most effective channels can boost conversion rates.

Website Design and User Experience

A user-friendly, visually appealing website with clear navigation and a seamless conversion path enhances the likelihood of visitors taking desired actions.

Content Quality and Relevance

High-quality, informative content that addresses the target audience's needs and interests is essential for attracting and engaging potential customers.

Calls to Action

Clear, compelling calls to action that guide visitors toward the desired conversion goal are crucial for driving conversions.

Lead nurturing and follow-up

Consistent lead nurturing through personalized communication and timely follow-up helps build relationships and move leads closer to conversion.


Understanding Average B2B Conversion Rates

An acceptable average conversion rate typically falls from 2% to 5%. However, specific industries may find their ideal conversion rate to be around 10% or even higher. The industry in which a company operates and its goods or services are just two examples of the variables affecting conversion rates. Additionally, internal factors within a company, including landing pages and traffic sources, can impact these rates significantly. Irrespective of the industry, effective lead management is of utmost importance.

Average conversion rates differ across various industries. The average conversion rate across all sectors has been approximately 3.6% in recent years. Nevertheless, these benchmarks fluctuate based on industry specifics, encompassing the nature of products and services and the chosen marketing channels. For instance, professional services boast the highest conversion rate at 12.3%, while B2B tech lags with a mere 1%. B2B eCommerce, however, exhibits an average conversion rate of 4.0%, and B2B services reach an impressive 7.0%.

The average conversion rates are heavily dependent on the data used for analysis. For instance, conversion rates for paid searches can greatly differ from those of organic searches. In industries with expensive products and services, conversion rates tend to be lower as customers often conduct extensive research and interact with representatives to make informed decisions.

Recognizing that potential clients may halt at different points in the sales cycle is essential. Therefore, tracking this data is just as crucial as focusing on sales prospecting.

B2B conversion rate benchmarks differ for each category within the B2B industry. These numbers depend on several factors: competition, target audiences, and production processes. Here, we present the average B2B conversion rates for various categories.

B2B Conversion Rate for Websites

The average conversion rate for B2B sales on websites stands at 2.23%. Nevertheless, approximately 25% of B2B websites achieve a higher-than-average conversion rate of 4.31%. Conversely, if your conversion rate falls below 2%, it signals issues within your sales cycle that may require adjustments to landing pages, lead generation strategies, or marketing automation.

B2B Conversion Rate for Mobile

Mobile conversion rates typically average around 1.53%. This lower rate can be attributed to consumers often using mobile devices for research and initial product exploration but switching to desktops for final purchases. However, some find mobile more convenient, particularly when using apps for repeat orders.

B2B Conversion Rate for Organic Searches

Organic search conversion rates in the B2B realm range from 0.7% to 5.9%, depending on the industry. Companies specializing in B2B tech tend to have an average conversion rate of 1.0%, whereas B2B eCommerce reaches 4.0%, and B2B services maintain an impressive 7.0%. Conversion from organic searches can be challenging, requiring a strong SEO and backlink-building focus.

B2B Conversion Rate for Social Media

On average, B2B conversion rates from social media range from 1% to 2.1%. B2B tech has the lowest average at 1.0%, while B2B eCommerce achieves 2.0%. Despite its potential for lead generation, social media may face skepticism from users. However, leveraging social media to share content, such as reviews, can enhance visibility and increase conversions.

B2B Conversion Rate for Paid Ads

In the realm of paid search, the average conversion rate hovers around 3.6%. B2B eCommerce reports an average lead conversion of 1.7%, B2B Tech is at 2.5%, and B2B Services maintains an average of 5.0%. Paid ads can be powerful in capturing the attention of internet users, offering opportunities to increase the number of qualified leads through keyword-targeted campaigns.

Set realistic conversion rate goals.

Setting realistic conversion rate goals is crucial for B2B businesses to measure and improve their marketing performance effectively. Achievable goals provide a clear target to strive for, motivate teams, and enable data-driven decision-making.

Here is why setting realistic conversion goals is important:

  1. To Focus on Achievable Targets: Setting unrealistic goals can lead to discouragement and a sense of failure, while realistic goals provide achievable milestones that drive progress and motivation.
  2. To Measure Marketing Effectiveness: Realistic goals allow businesses to accurately assess their marketing efforts' effectiveness and identify improvement areas.
  3. Data-Driven Decision-Making: By tracking progress toward realistic goals, businesses can make informed decisions about resource allocation, campaign optimization, and overall marketing strategy.

To determine suitable benchmarks based on industry standards, do this:

  1. Research Industry Averages: Gather data on average conversion rates for your specific industry and consider factors such as product type, target audience, and sales cycle length.
  2. Analyze Historical Performance: Review your company's historical conversion rates to understand past trends and identify areas for improvement.
  3. Consider Internal Factors: Assess your company's unique strengths, weaknesses, and resources to determine a realistic goal that aligns with your capabilities.
  4. Set Incremental Goals: Break down your overall conversion rate goal into smaller, achievable milestones to track progress and make adjustments along the way.
  5. Regularly Review and Adjust: As your business grows and market conditions change, revisit your conversion rate goals periodically to ensure they remain relevant and achievable.


Analyzing Conversion Rate Metrics

Analyzing conversion rate metrics is crucial for B2B businesses to gain insights into their marketing and sales performance. Here are some key metrics involved in measuring B2B conversion rates:

1. Lead-to-Customer Conversion Rate: This metric measures the percentage of leads that ultimately become paying customers. It's a key indicator of sales effectiveness and overall marketing ROI.

2. Click-through Rate (CTR): CTR measures the percentage of users who click on a specific link or advertisement compared to the total number of impressions. It indicates the effectiveness of ad copy, targeting, and placement.

3. Website Conversion Rate: This metric measures the percentage of website visitors who complete a desired action, such as filling out a form, requesting a demo, or making a purchase. It reflects the overall effectiveness of website design, content, and calls to action.

4. Form Conversion Rate: This metric measures the percentage of visitors who complete a form on a website, indicating the effectiveness of form design, placement, and relevance to the target audience.

5. Landing Page Conversion Rate: This metric measures the percentage of visitors who convert on a specific landing page, assessing the effectiveness of the page's design, content, and offer in driving conversions.

6. Email Conversion Rate: This metric measures the percentage of email recipients who take a desired action, such as clicking a link, downloading a resource, or making a purchase. It indicates the effectiveness of email content, subject lines, and targeting.

7. Cost Per Acquisition (CPA): CPA measures the average cost of acquiring a new customer. It's a crucial metric for evaluating marketing campaign ROI and optimizing spending.

8. Customer Lifetime Value (CLV): CLV calculates the total revenue a customer generates over their lifetime. It helps assess the long-term value of acquired customers and guide customer retention strategies.

By analyzing these metrics, B2B businesses can gain a comprehensive understanding of their conversion funnel, identify areas for improvement, and optimize their marketing and sales efforts for better ROI and revenue growth.


Assessing Your Own B2B Conversion Rate

Calculating and tracking conversion rates is essential for B2B businesses to measure the effectiveness of their marketing efforts and identify areas for improvement. Here's a guide to calculating conversion rates:

Define Conversion Goals: Determine the specific actions you want visitors to take, such as filling out a form, requesting a demo, or making a purchase.

Track Conversion Events: Use analytics tools like Deepbux to track the number of visitors who complete the desired actions.

Calculate Conversion Rate: Divide the number of conversions by the total number of visitors and multiply by 100 to get a percentage. That means if you had 100 visitors and 5 conversions, your conversion rate would be 5%.

Track Conversion Rates Over Time: Monitor conversion rates regularly to identify trends, assess marketing performance, and make informed decisions. This can be done by also using Deepbux. It's a super-packed analytics tool that will help you track activity on your website.


Strategies to Improve B2B Conversion Rates

To enhance B2B conversion rates, you should optimize website design and user experience, craft compelling content, and implement personalized marketing strategies.

Optimizing website design and user experience

To optimize website design and user experience, you should:

  1. Clear Navigation and Structure: Ensure easy navigation with a logical website structure, intuitive menus, and breadcrumbs to guide visitors seamlessly.
  2. Visual Appeal and Branding: Maintain a consistent brand identity with a visually appealing design that reflects your brand personality and values.
  3. Mobile-Responsive Design: Optimize your website for mobile devices to provide a seamless user experience across all platforms.
  4. Clear Call to Action: Use prominent, visually distinct calls to action that convey the desired action and guide visitors toward conversion.
  5. Streamlined Conversion Path: Minimize form fields, reduce distractions, and offer multiple conversion options to streamline the conversion process.

Creating compelling content and persuasive calls to action

Here is how you create compelling content:

  1. Target Audience Relevance: Tailor content to your target audience's specific needs, interests, and pain points to provide value and engagement.
  2. Variety of Content Formats: Utilize a mix of content formats, such as blog posts, infographics, videos, and case studies, to cater to different learning styles and preferences.
  3. Clear and Concise Writing: Use clear, concise language that is easy to understand and avoids jargon or overly technical terms.
  4. Compelling Storytelling: Incorporate storytelling techniques to engage readers, highlight customer success stories, and showcase the impact of your solutions.
  5. Strong Calls to Action: Use persuasive calls to action that clearly state the benefits of taking action and create a sense of urgency.

Personalized marketing and targeted lead nurturing

Here is how you should carry out personalized marketing and targeted lead nurturing:

  1. Segmentation and Targeting: Segment your audience based on demographics, industry, interests, and buying stage to deliver personalized messaging.
  2. Personalized Content: Tailor content recommendations, email campaigns, and landing pages to address each segment's specific needs and interests.
  3. Lead Nurturing: Nurture leads through a series of personalized emails, educational content, and relevant offers to guide them through the sales funnel.
  4. Marketing Automation: Utilize marketing automation tools to streamline personalized messaging, automate lead nurturing workflows, and track engagement metrics.
  5. Customer Relationship Management (CRM): Integrate CRM data to personalize interactions, track customer journeys, and provide a seamless customer experience.

A/B Testing

Experiment with different elements, such as headlines, call-to-action buttons, form designs, and landing page layouts, to determine which versions perform better. Then analyze the A/B testing results to identify the most effective variations and continuously optimize website elements for improved conversion rates.



Understanding and improving B2B conversion rates is paramount for business success in the digital age. Several key takeaways highlight the significance of conversion rate optimization (CRO) in the B2B realm.


Firstly, B2B conversion rates vary significantly by industry and business goals. What might be a good conversion rate for you could be inadequate for another. Setting realistic, industry-specific benchmarks is crucial.


Analytics tools and KPIs play a vital role in monitoring and optimizing conversion rates. They provide insights into user behavior, lead generation, and the effectiveness of marketing efforts. Regularly tracking these metrics is essential for data-driven decision-making. That's why, by leveraging Deepbux's comprehensive CRO features, you can gain valuable insights into visitor behavior, identify areas for improvement, and implement data-driven optimization strategies to increase conversions and drive revenue growth for your business.


Continuous improvement is fundamental. A/B testing, lead nurturing, and the optimization of landing pages are effective strategies for enhancing conversion rates over time. Moreover, you should adapt to changing trends and remain informed about industry benchmarks. Conversion rates are not just about lead generation but encompass the entire customer journey. Customer satisfaction and loyalty are key factors in long-term success.


In essence, conversion rate optimization is the linchpin for B2B success. It empowers you to better understand your customers, adapt to market shifts, and maximize the value of your marketing efforts. By heeding these takeaways and prioritizing CRO, you can unlock your full potential and remain competitive in the dynamic digital landscape.


Thank you for reading. Until next time.

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Deepbux is a website visitor analytics and engagement tool. Deepbux aims to help website owners increase their website conversion rate by helping them track, analyze and engage with their website visitors.

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