Average conversion rate on B2B websites

If we look at the average across industries, the conversion rate typically falls between 2% and 5%. The conversion rate for a B2B website depends on many factors—your industry, your target audience, and not least how well you have designed your conversion points.

Indhold

Konv. rater pr. branche Ideer til CTA’er Konv. rater pr. CTA

Industry-specific conversion rates

Conversion rates vary significantly depending on how complex the service or product you offer is. The size of the investment and how many stakeholders need to be involved also significantly affect the conversion rate.

We have conducted our own analyses and compared them with benchmarks we found online, and arrived at the following conversion rates across a few specific niches:

SaaS (Software as a Service):
The conversion rate for SaaS companies varies the most, and we found that it typically falls between 3% and 7%.

Service companies:
These companies will most often have a conversion rate of 2% to 5%.

Export companies:
Across industries, they average around 2.35%.

It is important to note that these are average benchmarks based on desk research, so they cannot be labelled an “exact science”, but they provide a good indication of where you should be.

Conversion actions that generate more leads on a B2B website without fixed prices

The majority of the B2B websites we develop are for companies whose products or services do not have a fixed price. In those cases, it becomes especially important to create conversion events that give potential customers multiple ways to get in touch in some form or another.

Below, you will find some ideas for call-to-actions you can use. Alternatively, you can read this post on how to increase performance on your B2B website.

High-value conversions—closer to a sale (SQL)

These actions indicate that a customer is close to a purchase decision:

Get a quote (get a quote) – A form where the customer specifies their needs to receive a tailored price.
Book a demo – Let the customer experience the product in practice.
Book a meeting – Direct calendar booking with a specialist.
Request a free consultation – A no-obligation conversation about the customer’s needs.
Start a free trial – If possible, provide access to a test version.

Be contacted – A classic contact form, but where you take responsibility for initiating the dialogue.
Direct phone numbers for contacts – Make it possible to call specific people directly, rather than having to go through a sales line first.
Access to a product configurator – Perhaps users can configure a solution they either want a quote for or a conversation about.

Warm leads—engagement before the purchase decision

For those who are not ready for a conversation yet, but would like to learn more:

Download a case study – Inspiration from similar companies.
Download a price list – Even without fixed prices, an overview can help.
Calculate your solution – An interactive price calculator.
Webinar – Learning content they can watch when it suits them.

Top-funnel conversions—a hook early in the decision-making process

Some visitors are still in the consideration phase, so relationships need to be built and they need to be influenced:

Newsletter sign-up – Keep them warm with relevant content.
Free e-book or guide – Help them understand their challenge better.
Test or quiz – A fun and interactive way to engage them.
Live chat – Quick answers to their questions.
Product videos – Show how your solution creates value.

The difference in conversion rate across CTAs

When we dive into specific conversion actions, it becomes harder to find precise benchmarks. However, here are some figures that can provide an indication:

Contact forms: According to external sources, approximately 1.5% of visitors convert to leads via form submissions.
Phone calls: The conversion rate typically falls at 2–2.5% (via Trailhub).
“Get a Quote” forms: Here, we often see a conversion rate between 1% and 3%.