What Is a Good Website Conversion Rate? Formula & Benchmarks

Updated 13 November 2026

What is a good conversion rate for a website?

A good website conversion rate is above about 2.8% for an online store and above about 6.6% for a dedicated landing page, if you measure it the same way as the benchmark. The first is the top-20% line for Shopify stores, the second the median landing page. Unbounce's free report gives medians, not a top-20% line. Your own trend, split by traffic source and device, matters more than either number.

Website conversion rate is the percentage of visits (or visitors) that complete the action you count as a conversion: an order, a lead form, a signup or a booking. It is the number most people use to judge whether a site turns its traffic into business.

The two figures above come from different places. Littledata's Shopify benchmark (450 stores, 10 August to 7 November 2026) defines a good ecommerce rate as above 2.8%, the top 20% of its stores. The median store converts 1.3% of sessions. Unbounce's Conversion Benchmark Report (2024 edition) puts the median landing page at 6.6% across all industries. A landing page asks for one action. Its visitors usually arrived for that offer, so its rate is not comparable with a whole store's.

Key Takeaways

• There is no single "good" conversion rate for every website. Online stores and landing pages are measured differently and sit in different ranges.
• For Shopify stores, Littledata's benchmark (450 stores, autumn 2026) puts the median at 1.3% of sessions and the top 20% above 2.8%.
• For landing pages, Unbounce's 2024 report puts the median at 6.6% across industries, from 3.8% for SaaS to 12.3% for entertainment.
• Conversion rate = conversions ÷ visits × 100. Check whether a benchmark counts sessions or users, and which conversion it counts, before you compare.
• Judge your rate against your own history by traffic source and device, and read it alongside order value or lead quality.

Jump to: how to calculate it · benchmarks by site type · why benchmarks vary · how to judge your own rate · is 2% good?

How do you calculate conversion rate?

Divide the number of conversions by the number of visits in the same period, then multiply by 100. If 12,000 sessions produced 240 orders last month, the conversion rate is 240 ÷ 12,000 × 100 = 2%.

Conversion rate (%) = conversions ÷ visits × 100

Example: 240 orders ÷ 12,000 sessions × 100 = 2.0%

Three choices change the result, so make them before you compare yourself with anyone:

1. What counts as a conversion. An ecommerce rate counts orders. Shopify's guide to ecommerce conversion rate separates the two: a site's overall conversion rate can include actions such as newsletter signups or add-to-carts, while its ecommerce conversion rate counts only orders. A lead-generation site usually counts form submissions or booked calls.
2. Sessions or users. Google Analytics 4 reports both. Its Data API schema defines session key event rate as "the percentage of sessions in which any key event was triggered" and user key event rate as "the percentage of users who triggered any key event". One person who visits three times is three sessions but one user, so the user-based rate is normally the higher of the two.
3. Which visits are included. Bot traffic, internal visits and tracking gaps all move the denominator. A rate built on unfiltered sessions will look lower than the same site's rate after cleaning.

Shopify's guide uses sessions: orders divided by visits, not by unique users. Littledata and IRP Commerce, the two ecommerce benchmarks below, also work per session, so use your session-based rate when you compare with them.

Conversion rate benchmarks by site type

Benchmarks only help when the site type, conversion and denominator match yours. The table lists recent figures from four sources, each with what it measures.

Each dataset has a selection effect worth knowing about:

• Littledata includes only Shopify stores that use Littledata with Google Analytics 4 and recorded at least 1,000 sessions and 90 purchases in the 90 days. Stores with implausible data are excluded.
• IRP Commerce calculates its benchmark from trading data recorded in its own platform, for B2C ecommerce in Great Britain, Northern Ireland and Ireland.
• Unbounce excluded pages with fewer than 50 visitors or no conversions, according to its methodology. Pages that never convert are not counted, so its medians are probably higher than a typical page's rate.

Landing page medians by industry

Landing page rates spread widely by industry. The chart shows the medians Unbounce published for eight of its nine industries.

Some subcategories differ even more from their industry. In Unbounce's ecommerce data, food and beverage pages convert at 7.1% and fashion and beauty pages at 1.3%. In entertainment, the sweepstakes subcategory's median is 47.5%, which pulls that industry's median up.

Online store medians by industry

Store rates vary by category too. Littledata publishes these medians for the Shopify industries with at least 30 stores:

Source: Littledata ecommerce conversion rate benchmark, 90 days to 7 November 2026, retrieved 13 November 2026. Littledata updates the page, so the figures will change.

A fashion store converting 1.8% is in the top 20% of its category by this measure, even though it is below the all-store top-20% line of 2.8%. That is why the category comparison is usually the more useful one.

For a deeper Shopify view, including the funnel stages behind the store rate, see our guide to Shopify conversion rate optimization.

Why do conversion rate benchmarks vary so much?

Benchmarks vary because each one counts a different conversion, divides by a different kind of visit, samples a different set of sites and summarises them with a different statistic. A 1.3% store median and a 6.6% landing page median can both be correct, because they measure different things.

The main sources of difference:

1. The conversion being counted. A purchase asks more of a visitor than a newsletter signup. Unbounce notes that its data counts conversion events, not the value of each one, and that a page with fewer conversions can still be worth more if each conversion is valuable.
2. The page or site in scope. A landing page is built for one offer and often receives visitors who clicked an ad or email for that offer. A whole store's rate includes every browsing visit to every page.
3. Traffic source. In Unbounce's 2024 data, email traffic converted at 19.3% on average, paid social at 12% and paid search at 10.9%. A site whose traffic is mostly email will show a higher blended rate than one living on display ads.
4. Device. The direction is not even consistent between datasets. Unbounce found that desktop converts 8% better than mobile, with 83% of the landing page visits it analysed coming from mobile. Littledata's Shopify stores show the reverse: a median of 1.5% on mobile and 1.2% on desktop.
5. Median or mean. Littledata's median store converts 1.3%, while its mean is 1.9%, because a minority of stores convert far above the rest. An "average" quoted without saying which one can sit well above what a typical site achieves.
6. Sample and time period. Each dataset covers its own customers in its own window. IRP Commerce's UK and Irish figure moved from 1.68% to 1.97% between September 2025 and September 2026, so even one source's number changes from year to year.

Shopify's guide puts it bluntly: "The idea of a universal benchmark for ecommerce conversion rates is a fallacy."

How to tell whether your conversion rate is good

Treat external benchmarks as a rough check, then judge your rate against your own history, segment by segment. These five steps make the comparison fair:

1. Write down your definition. Which conversion, sessions or users, and which filters. Use the same definition every month.
2. Pick the closest benchmark. Match the site type and category from the tables above, and note whether it is a median, a mean or a top-20% line.
3. Segment before you judge. Split the rate by traffic source, device and new versus returning visitors. A low blended rate is often one weak segment, such as paid social on mobile.
4. Track the trend. Compare the same weeks year on year, because seasonality moves every rate. A rising rate on stable traffic is a better sign than one good month.
5. Pair it with value. Read conversion rate with average order value, revenue per visitor or lead quality. A rate that rises because you discounted heavily may not be an improvement.

If the rate is below where it should be, the next question is where visitors drop out. Our website conversion audit reviews messaging, trust, calls to action and friction across a site's key pages. To see what one covers before you buy, read what a website conversion audit is. For fixes that work on the traffic you already have, see how to increase conversions without more traffic and our list of ways to increase your website conversion rate.

When you test a change, make sure the test has enough visitors to detect a difference at your current rate. Our landing page testing guide includes a sample size table for that.

Is a 2% conversion rate good?

For an online store, usually yes; for a landing page, usually no. A 2% session conversion rate is above Littledata's 1.3% Shopify median, though below its 2.8% top-20% line. It is also above IRP Commerce's 1.97% UK and Irish average for September 2026. On a dedicated landing page, 2% is well below Unbounce's 6.6% median, and below its 3.8% SaaS median.

Category still matters. In Littledata's data, 2% would put a fashion or home store above its category's top-20% line, but a beauty store below its 2.8% median.

What is the average website conversion rate?

None of the benchmark sources reviewed here publishes one average for all websites, because sites count different conversions. The closest figures are per site type: a 1.3% median for Shopify stores (Littledata, autumn 2026), a 1.97% average for UK and Irish online retail (IRP Commerce, September 2026), and a 6.6% median for landing pages (Unbounce, 2024). Use the one that matches your site.

What to do next

Start by working out your own rate with the formula above, using one consistent definition, then compare it with the closest benchmark and your own last 12 months. For the wider process of improving it, our CRO guide for 2026 covers research, prioritisation and testing.

If you want to know which pages are holding the rate back, run a Croopt audit on your page. It reviews a page for conversion issues and returns prioritised fixes.

Sources

• Littledata, Average Ecommerce and Shopify Conversion Rate (2026), 450 Shopify stores, 10 August to 7 November 2026 (generated 11 November 2026), retrieved 13 November 2026. Used for the store median, percentiles, mean, device and industry figures, and the method.
• IRP Commerce, Ecommerce Market Data, September 2026 figures, retrieved 13 November 2026. Used for the UK and Irish average and its calculation.
• Unbounce, Conversion Benchmark Report (2024 edition, published 29 August 2024), its methodology (data from 23 July 2023 to 23 July 2024) and its industry pages for ecommerce, SaaS, entertainment, education, legal, professional services, health and wellness and travel and hospitality, retrieved 13 November 2026.
• Shopify, Ecommerce Conversion Rate guide (updated 22 August 2026), retrieved 13 November 2026. Used for the definitions of overall and ecommerce conversion rate and the quotation.
• Google, Analytics Data API schema (last updated 10 November 2026), retrieved 13 November 2026. Used for the session and user key event rate definitions.

Kieron Bertani is the founder of Croopt, which sells website conversion audits, so we have an interest in the topic. He writes about conversion rate optimisation. This article and its hero illustration were created with AI assistance. The worked example and the five-step method are editorial guidance based on the sources above, not results from Croopt's own research, and no figure here is a measured conversion uplift. For corrections or product questions, contact Croopt support.