What’s a typical website conversion rate? Results from ten sites
Compare contact rates for a B2B exporter, a local delivery business and a city guide using Yandex Metrica data.
A conversion rate measures the share of visits that trigger a particular goal. For a contact goal, divide visits with a contact action by total visits and multiply by 100. If 65 of 1,000 visits qualify, the rate is 6.5%.
Conversion on our sites
IWH (B2B parts export): 14.9%. ROSAGRODRON (first week): 12.7%. Drova Nevy (local delivery and export): 7.1%. Istanbul Way (city guide): 2.8%. Vehart (industrial service): 2.0%. All 10 sites: 6.5% — 740 contacts from 11,449 visits.
Which differences stood out?
- Source. Across the sites, 30% of visits from AI assistants triggered a contact goal. On IWH, the figures were 37.7% for ChatGPT, 19.1% for Google and 12% for direct traffic.
- Landing page. On Drova Nevy, 24.6% of visits to local delivery pages triggered a contact goal, compared with 2.1% of article visits.
- Geography. On the same site, the rate was 17.2% for visitors from Saint Petersburg and close to zero for visitors from distant cities.
- Device. Smartphones 8.4%, desktops 3.8%.
Questions and answers
How do I calculate conversion?
Divide the number of visits that triggered your chosen goal by the total number of visits, then multiply by 100.