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. Social Media Ad Blitz

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%	Offer insights on specific investment and wealth preservation strategies, such as Section 754 elections, in blog posts.
Publish detailed product pages highlighting quality, price, and how the product exceeds industry benchmarks, including customer logos if possible.	1.3%	Create a pillar page (cornerstone content) featuring student personal success stories, outcome statistics, and graphics that showcase the degree program’s value to students and communities.
Higher Education	1.4%	Given the prevalence of local searches in this industry, create original, geotargeted landing pages for local keywords.
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%	Illustrate your products’ value to physicians, pharmacists, and other target markets by summarizing the health studies conducted on them, highlighting favorable patient outcomes. Healthcare websites.
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%	Create an FAQ that lists common pain points businesses face in customer service and how outsourcing services can improve efficiency and ROI.
Call Center and Customer Service	2%	Publish case studies and personal stories (while protecting patient privacy) that describe how patients have worked through their addictions, and share them simultaneously on social media.
Rehabilitation & Recovery	2.1%	Attract engineering influencers by targeting technical keywords they would search for. Content should be very much “in the weeds.”
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%	Use an FAQ approach, ensuring each question and answer has its own page, and targeting specific, low-in-the-funnel searches for the types of loans your company services.
Engineering Design Software	2.3%	Produce custom infographics that showcase the value of your services relative to the competition, highlighting price, durability, and logistical advantages.
Shipping & Logistics	2.7%	Create a series of problem-and-solution pages addressing key challenges faced by medical professionals, supported by clinical research demonstrating improved patient outcomes.
Commercial Real Estate	2.8%	Create in-depth, branded website guides that offer an appetizer of analysis on recent or highly searched-for laws.
Heavy Equipment	3%	Create a series of Capabilities pages featuring your equipment.
Lending and Loan Servicing	3%	Create content “pods” of expertise around the major keywords that indicate an interest in your service or product. Each pod contains ~10 subpages that tackle a more specific keyword within its container.
Commercial Energy Management	3.1%	Create in-depth, branded website guides that offer an appetizer of analysis on recent or highly searched-for laws.
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%	Be a leader in educational content by publishing blog articles that address the situations your target audience faces, highlighting how your products or services can help.