What are average lead generation rates for insurance, financial services, automotive and technology (B2B) companies through their websites?
Hello! Thanks for asking Wonder for the average website conversion rates for insurance, financial services, automotive and technology (business to business) companies. The short answer is that the average conversion rate for the insurance industry is 9%, the financial services industry stands at 10%, while the automotive industry is 23%, and the conversion rate for the technology (business to business) industry hovers around 5-8%. Below, you will find a deep dive of my research, along with my methodology.
I began my research by investigating the companies in the industries you specified. The figures were not readily available on their websites, therefore, I relied on third party websites for this research. A large percentage of traffic to these websites comes from search, so for each industry, I will be stating the average website conversion rate, and a few supporting data such as Google Adwords search conversion rate, as well as the average opening and click through rates for email marketing.
The average website conversion rate in the insurance industry is 9%. The Google Adwords conversion rates for both search and display networks are 7.19% and 1.75%, respectively. About 30% of traffic to insurance websites come from search. Email marketing for the insurance industry has an opening rate of 20.60% and a click through rate of 2.14%.
The financial services industry has a website conversion rate of 10%, a Google Adword search conversation rate of 7.19%, and display network rate of 1.75%. The email opening rate for the industry is 20.60% and a click through rate of 2.14%.
The automotive industry has a total average website conversion rate of 23%. Google search conversion rate for the industry is 2.58% and the display conversion rate is 0.88%. The email opening rate stands at 24%.
Technology B2B website conversion rate is within 5-8%. Google search conversion rate is 2.55% and the display network rate is 1.04%.
To wrap up, while the insurance industry have an average conversion rate of 9%, the financial industry has a conversion rate of 10%, and the conversion rate for both the automotive and the technology (business to business) industries are 23%, and 5-8%, respectively.
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