B2B Conversion Rate by Key Industry 

Growth is key to any business, and this section provides a place to begin developing your KPIs, metrics, and benchmarks. Here, we present the average conversion rate for 25 B2B industries.

You can use these benchmarks to compare your company’s marketing performance with the average performance of your competitors. Different types of business industries require different solutions.

We’ve also included a suggestion based on our experience working with clients in that industry next to each conversion rate. 

Industry	Average Conversion Rate	Conversion Rate Optimization (CRO) Strategy
Computer Product Manufacturing	1.1%	Create a presentation deck on the problem they’re attempting to solve with your software and automatically send it to customers who submit their e-mail addresses.
B2B Software / SaaS	1.1%	Have a website section dedicated to using case pages showing how the equipment or process has solved your customers’ problems.
Publish detailed product pages highlighting quality, price, and how the product exceeds industry benchmarks, including customer logos if possible.	1.3%	Offer insights on specific investment and wealth preservation strategies, such as Section 754 elections, featuring each insight in a blog post.
Higher Education	1.4%	Create a pillar page (cornerstone content) containing student personal success stories, outcome statistics, and graphics showcasing the degree program’s value to the students and communities.
Commercial Insurance	1.7%	Use blog articles that contain ROI tables to illustrate how insurance is worth its price in situations businesses are likely to face.
Solar Energy	1.8%	Given the prevalence of local searches in this industry, create original geotargeted landing pages based on local keyword searches.
Investment and Wealth Management	1.9%	Be a leader in educational content, publishing blog articles on the situations your target audience faces that necessitate using your products or services.
Commercial Construction	1.9%	Design geotargeted conversion-optimized landing pages for each service and sub-service.
Pharmaceutical Sales	2%	Illustrate your products’ value to physicians, pharmacists, or other target markets using summaries of the health studies conducted on your products, highlighting favorable patient outcomes. Healthcare websites.
Call Center and Customer Service	2%	Create an FAQ that lists common pain points businesses face with customer service and how outsourced services create greater efficiency and ROI.
Rehabilitation & Recovery	2.1%	Publish case studies and personal stories (while protecting patient privacy) that describe how patients have worked through their addictions, sharing on social media simultaneously.
Industrial IoT	2.2%	Utilizing thought leadership and white papers that describe the near future (1-2 years from now) and how successful businesses will modernize using industrial IoT.
PCB Design & Manufacturing	2.3%	Attract engineer influencers by targeting technical keywords that only they would search for. Content should be very much “in the weeds.”
Engineering Design Software	2.3%	Have a website section using case pages showing how the equipment or process has solved your customers’ problems.
Shipping & Logistics	2.7%	Produce custom infographics showing the value of your services over the competition, including price, durability, and logistical advantages.
Commercial Real Estate	2.8%	Use a FAQ approach, ensuring every question and answer has its page, targeting specific, low-in-the-funnel searches around the type of loans your company services.
Heavy Equipment	3%	Create a series of Capabilities pages featuring your equipment.
Lending and Loan Servicing	3%	Build a series of problem and solution pages targeting key medical professionals’ issues, citing clinical research on improved patient outcomes.
Commercial Energy Management	3.1%	Create content “pods” of expertise around the major keywords that indicate an interest in your service or product. Each pod contains ~10 subpages tackling a more specific keyword within the pod’s container.
Medical Device and Equipment Manufacturing	3.1%	Create in-depth, branded guides for the website that offer an appetizer portion of analysis around recent or highly searched-for laws.
HVAC Services	3.3%	Geotarget all landing pages and blog posts for the area or areas served and transactional keywords targeted to local business owners.
IT Staffing & Services	3.5%	Create a series of cost-benefit analysis articles that explain why outsourcing IT staff is more effective than hiring in-house.
Staffing Services	5.1%	Target location keywords for each of the markets you work in, each type of employer, and each job position you help fill.
Point of Sale (POS) Services	7%	Provide videos and free interactive demos of the POS system that visitors can try before investing.
Legal Services	7.4%	Create in-depth, branded guides for the website that offer an appetizer portion of analysis around recent or highly searched for laws.