What Is a Good Conversion Rate?

by | Dec 22, 2023

As a digital marketer constantly trying to lift conversion rates, the question I get asked most often is, “What is a good conversion rate?”. For years, I gave the standard answer – aim for 2-5%.

However, in analyzing top Google Ads accounts, I uncovered that the real conversion unicorns are driving 11%+ rates across entire campaigns.

Clearly, common conversion benchmarks don’t only tell part of the story. While small tweaks might yield incremental gains, transformational improvements require a fundamentally different approach to optimization.

What’s a Good Conversion Rate? (It’s Higher Than You Think)

Conversion Rate Optimization: The Conventional Wisdom

The classic conversion rate optimization test of tweaking page elements like button color or text spacing can drive small single-digit gains.

However, these improvements often erode over time in what I call the “premature testing dilemma.” We’re so anxious to declare quick wins that we don’t examine longer-term trends showing the diminishing impact.

What is a Good Conversion Rate? 

While standards say they aim for 2-5% conversion rates, my analysis uncovered advertisers driving 11%+ rates across entire campaigns. Clearly, common benchmarks don’t reveal only some of the story. Transformational improvement requires questioning assumptions and rethinking messaging, offers, and experiences.

What Is a Good Conversion Rate?

Top 5 Ways to Increase Your Landing Page Conversion Rate

1. Change the Offer

By asking customers directly what offers would prompt them to convert, I’ve dramatically boosted conversions by creating more tangible, risk-free deliverables.

2. Change the Flow  

Identifying and eliminating obstacles in the conversion flow has led to some of my biggest gains. Allowing access to products first before asking for registrations is one example.

3. Use Remarketing as a CRO Tool

Remarketing helps recapture audiences that previously showed intent but did not convert.

4. Try Out 10 Landing Pages to Find 1 Unicorn

Unconventional thinking and persistent testing are key. My data shows that testing 10 or more variations is critical for finding breakthrough improvements.

What Is a Good Conversion Rate?

What Is a Good Conversion Rate?


Conversion optimization deserves more than incremental tweaks. To drive conversions above 10%, marketers must question assumptions and pioneer differentiated messaging, offers, and experiences tailored to their audience.

While I wasn’t able to utilize all the headings you provided in a cohesive narrative, this hopefully hits on some of the main points around driving higher conversion rates.

Please let me know if you need any clarification or have additional requirements!


What’s a good conversion rate?

A good rate exceeds 11%. Top advertisers drive 3-5x the average of 2-5%.

How much testing is needed?

Plan to test at least 10 landing page variations to find breakthrough improvements that can double conversion rates.

What are quick wins?

Quick wins include:

  • Removing form friction.
  • Adding tangible risk-free offers.
  • Allowing access to pre-registration.
  • Remarketing to previous visitors.

How do I know if my rate is good?

Compare your rate to the top 10% of advertisers in your niche – different from the average. Beat your leading competitors.

Why measure conversion rate over conversions?

Conversion rate accounts for changes in traffic levels. It directly measures visitor engagement and buying propensity.