{"id":67622,"date":"2025-02-21T11:38:39","date_gmt":"2025-02-21T11:38:39","guid":{"rendered":"https:\/\/morningtrain.dk\/average-conversion-rate-on-b2b-websites\/"},"modified":"2026-04-17T10:55:05","modified_gmt":"2026-04-17T10:55:05","slug":"average-conversion-rate-on-b2b-websites","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/average-conversion-rate-on-b2b-websites\/","title":{"rendered":"Average conversion rate on B2B websites"},"content":{"rendered":"\n<section class=\"wp-block-mt-blog-post-cover mt-blog-post-cover\"><div class=\"mt-blog-post-cover__inner page-container\"><div class=\"mt-blog-post-cover__text-container\"><p class=\"mt-blog-post-cover__tagline tagline\">Leadgenerering<\/p><p class=\"mt-blog-post-cover__date\">21. februar 2025<\/p><h1 class=\"mt-blog-post-cover__title\">Average conversion rate on B2B websites<\/h1><\/div><div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">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\u2014your industry, your target audience, and not least how well you have designed your conversion points. <\/p><\/div>\n\n<figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Gennemsnitlig-konverteringsrate-paa-B2B-websites-1-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure><\/div><\/section>\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#branchespecifikke\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Konv. rater pr. branche\n                    <\/a>\n                                    <a\n                        href=\"#konverteringshandlinger\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Ideer til CTA&#8217;er\n                    <\/a>\n                                    <a\n                        href=\"#cta\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Konv. rater pr. CTA\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"branchespecifikke\">Industry-specific conversion rates<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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:<\/p>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<p class=\"wp-block-paragraph\"><strong>SaaS (Software as a Service):<\/strong><br\/>The conversion rate for SaaS companies varies the most, and we found that it typically falls between <strong>3% and 7%<\/strong>.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br\/><strong>Service companies:<\/strong><br\/>These companies will most often have a conversion rate of <strong>2% to 5%<\/strong>.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br\/><strong>Export companies:<\/strong><br\/>Across industries, they average around <strong>2.35%<\/strong>.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">It is important to note that these are average benchmarks based on desk research, so they cannot be labelled an \u201cexact science\u201d, but they provide a good indication of where you should be.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"konverteringshandlinger\">Conversion actions that generate more leads on a B2B website without fixed prices<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The majority of the <a href=\"https:\/\/morningtrain.dk\/en\/web-products\/b2b-website\/\" type=\"page\" id=\"53521\">B2B websites<\/a> 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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below, you will find some ideas for call-to-actions you can use. Alternatively, you can read this post on how to increase <a href=\"https:\/\/morningtrain.dk\/en\/performance-optimisation-for-b2b-sites-caching-responsive-design-ctas-and-php-tuning-in-wordpress\/\">performance on your B2B website<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"1501\" height=\"1126\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Morningscore-blog-eksempel-computer.png\" alt=\"\" class=\"wp-image-59027\" style=\"object-fit:cover;width:400px;height:400px\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Morningscore-blog-eksempel-computer.png 1501w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Morningscore-blog-eksempel-computer-300x225.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Morningscore-blog-eksempel-computer-1024x768.png 1024w\" sizes=\"(max-width: 1501px) 100vw, 1501px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>High-value conversions\u2014closer to a sale (SQL)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">These actions indicate that a customer is close to a purchase decision:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Get a quote<\/strong> (get a quote) \u2013 A form where the customer specifies their needs to receive a tailored price.<\/li>\n\n\n\n<li><strong>Book a demo<\/strong> \u2013 Let the customer experience the product in practice.<\/li>\n\n\n\n<li><strong>Book a meeting<\/strong> \u2013 Direct calendar booking with a specialist.<\/li>\n\n\n\n<li><strong>Request a free consultation<\/strong> \u2013 A no-obligation conversation about the customer\u2019s needs.<\/li>\n\n\n\n<li><strong>Start a free trial<\/strong> \u2013 If possible, provide access to a test version.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Be contacted<\/strong> \u2013 A classic contact form, but where you take responsibility for initiating the dialogue.<\/li>\n\n\n\n<li><strong>Direct phone numbers for contacts<\/strong> \u2013 Make it possible to call specific people directly, rather than having to go through a sales line first.<\/li>\n\n\n\n<li><strong>Access to a product configurator<\/strong> \u2013 Perhaps users can configure a solution they either want a quote for or a conversation about.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"968\" style=\"aspect-ratio: 1918 \/ 968;\" width=\"1918\" autoplay=\"\" controls=\"\" loop=\"\" muted=\"\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2024\/01\/mgproto.mov\" playsinline=\"\"><\/video><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Warm leads\u2014engagement before the purchase decision<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For those who are not ready for a conversation yet, but would like to learn more:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Download a case study<\/strong> \u2013 Inspiration from similar companies.<\/li>\n\n\n\n<li><strong>Download a price list<\/strong> \u2013 Even without fixed prices, an overview can help.<\/li>\n\n\n\n<li><strong>Calculate your solution<\/strong> \u2013 An interactive price calculator.<\/li>\n\n\n\n<li><strong>Webinar<\/strong> \u2013 Learning content they can watch when it suits them.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"2400\" style=\"aspect-ratio: 2400 \/ 2400;\" width=\"2400\" autoplay=\"\" loop=\"\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/02\/Visma-Logbuy-Slider-v2.mp4\"><\/video><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Top-funnel conversions\u2014a hook early in the decision-making process<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Some visitors are still in the consideration phase, so relationships need to be built and they need to be influenced:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Newsletter sign-up<\/strong> \u2013 Keep them warm with relevant content.<\/li>\n\n\n\n<li><strong>Free e-book or guide<\/strong> \u2013 Help them understand their challenge better.<\/li>\n\n\n\n<li><strong>Test or quiz<\/strong> \u2013 A fun and interactive way to engage them.<\/li>\n\n\n\n<li><strong>Live chat<\/strong> \u2013 Quick answers to their questions.<\/li>\n\n\n\n<li><strong>Product videos<\/strong> \u2013 Show how your solution creates value.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"cta\">The difference in conversion rate across CTAs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When we dive into specific conversion actions, it becomes harder to find precise benchmarks. However, here are some figures that can provide an indication: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Contact forms:<\/strong> According to external sources, approximately <strong>1.5%<\/strong> of visitors convert to leads via form submissions.<\/li>\n\n\n\n<li><strong>Phone calls:<\/strong> The conversion rate typically falls at <strong>2\u20132.5%<\/strong> (via <a href=\"https:\/\/trailhub.io\/\">Trailhub<\/a>).<\/li>\n\n\n\n<li><strong>\u201cGet a Quote\u201d forms:<\/strong> Here, we often see a conversion rate between <strong>1% and 3%<\/strong>.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Hjaelp-trafikken-aktivt-videre-i-beslutningen-1024x736.png\" alt=\"\" class=\"wp-image-62748\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Hjaelp-trafikken-aktivt-videre-i-beslutningen-1024x736.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Hjaelp-trafikken-aktivt-videre-i-beslutningen-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Hjaelp-trafikken-aktivt-videre-i-beslutningen-768x552.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Hjaelp-trafikken-aktivt-videre-i-beslutningen.png 1848w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If you would like to work with the conversion rates on your site, you can read the following articles:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/morningtrain.dk\/en\/5-tools-to-help-you-generate-more-leads-from-your-b2b-website\/\">Get more leads on your B2B website<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/oeg-konverteringen-paa-dit-website-med-5-designhacks-plus-5-ekstra\/\">Design hacks that boost conversion<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/3-hurtige-til-mobiloptimering\/\">3 quick tips to get the most out of your mobile users<\/a><\/li>\n<\/ul>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>If we look at the average across industries, the conversion rate typically falls between <strong>2% and 5%<\/strong>. The conversion rate for a B2B website depends on many factors\u2014your industry, your target audience, and not least how well you have designed your conversion points. <\/p>\n","protected":false},"author":2,"featured_media":67624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[396,390],"tags":[394,539,411],"class_list":["post-67622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-insights","category-lead-generation","tag-b2b","tag-conversion-rate","tag-website"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Average conversion rate on B2B websites - Morningtrain<\/title>\n<meta name=\"description\" content=\"Gain insight into average conversion rates, benchmarks, and how to optimise your B2B website for better results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/average-conversion-rate-on-b2b-websites\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Average conversion rate on B2B websites - 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