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To run a successful business, you need to know your numbers. Particularly when it comes to conversion rates, this is true. After all, a conversion rate is the percentage of people who take the desired action after interacting with your brand. This might be anything from purchasing to signing your email list. And while conversion rates will vary depending on your industry, there are some general benchmarks you can use to measure success. In this blog post, we’ll take a look at B2B conversion rates by industry so you can see how your business stacks up.

What are B2B conversion rates?

B2B conversion rates vary by industry but typically fall between 1-5%. The average B2B conversion rate across all industries is 3.09%.

Lead nurturing and consistent follow-up can help to increase B2B conversion rates. 

Here are some average B2B conversion rates by industry: 

Industry Average Conversion Rate

Software 1.89%

Consumer Services 2.13%

Telecom 2.36%

Healthcare 2.49%

Financial Services 2.70%

Retail 3.33%

Media & Entertainment 3.50%

Content marketing, lead nurturing and consistent follow-up can help to increase B2B conversion rates.

Why do B2B conversion rates matter?

B2B conversion rates are important because they show how effective a company is at converting leads into customers. The higher the conversion rate, the more efficient a company is at generating new business. 

Several factors can influence a company’s conversion rate, including the quality of its leads, its sales process, and its pricing. To improve their conversion rates, companies need to constantly monitor and optimize these factors. 

Lead quality is perhaps the most important factor in determining conversion rates. If a company is generating low-quality leads, it will be very difficult to convert them into customers, no matter how good its sales process or pricing is. Therefore, companies need to focus on generating high-quality leads through targeted marketing and lead-generation campaigns. 

The sales process is another crucial factor in conversion rates. If a company’s salespeople are not effective at closing deals, the conversion rate will suffer. Sales training and development programs can help companies ensure that their sales teams are equipped with the skills and knowledge necessary to close deals effectively. 

Finally, pricing also plays a role in conversion rates. If a company’s products are priced too high, potential customers will be less likely to make a purchase. On the other hand, if prices are too low, it can erode profit margins and make it difficult to generate revenue growth. Companies need to strike a balance between these two considerations to optimize their conversion rates.

What are the average B2B conversion rates by industry?

The average B2B conversion rate by industry varies depending on the products or services being sold. For example, the average conversion rate for lead generation is 2.35%, while the average conversion rate for eCommerce is 3.07%.

When looking at specific industries, we see a wide range of conversion rates. The technology industry has an average conversion rate of 4.82%, while the healthcare industry has an average conversion rate of 1.61%.

Several factors can impact conversion rates, including the type of product or service being sold and the target audience. However, by understanding the average conversion rates by industry, businesses can get a better sense of what to expect and how to improve their performance.

How can you improve your B2B conversion rate?

There are several ways you can improve your B2B conversion rate. One way is to make sure that your website is optimized for conversions. This means ensuring that your website is designed in a way that makes it easy for visitors to take the action you want them to take (e.g. contact you, buy a product, etc.).

Another way to improve your B2B conversion rate is to use effective lead generation and lead nurturing strategies. This means using targeted content and offers to attract the right leads, and then nurturing those leads with relevant information and resources until they are ready to convert into customers.

Finally, you can also improve your B2B conversion rate by making sure that your sales team is trained and equipped to close deals efficiently. This means having a clear sales process in place and making sure that your sales reps have the skills and knowledge they need to successfully convert prospects into customers.


There’s no one-size-fits-all answer when it comes to B2B conversion rates by industry, as every business is different. However, the average conversion rate for all industries is around 2.4%. That said, some industries convert at higher rates than others. For example, the healthcare and software industries have average conversion rates of 3.5% and 4.1%, respectively. No matter what industry you’re in, though, there are always ways to improve your conversion rate. If you’re not happy with your current rate, start by taking a close look at your website and see if any areas could be improved. You might also want to consider running A/B tests on key pages to see what makes visitors convert into leads or customers.

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