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If you’re running an online store, it’s essential to stay up to date on industry benchmarks so that you can see how your site is performing. In this article, we’ll take a look at click-through rate and conversion rate data from 2021 to help you identify where your vertical stands.
What is Click Through Rate?
Click Through Rate (CTR) is a key metric for eCommerce businesses because it measures how often users are clicking on your links. A high CTR means that users are finding your content relevant and useful, and they’re more likely to make a purchase from your site. Conversely, a low CTR can indicate that your content is not as targeted or relevant to your audience, and you may need to make some changes to your marketing strategy.
There are a few different factors that can affect your CTR, including:
- The quality of your content
- The relevancy of your keywords
- The placement of your links (e.g., above the fold or below the fold)
- The design of your website
- The user experience on your site
To get a better idea of how your CTR stacks up, let’s take a look at some data from 2022.
2022 CTR Benchmarks by Industry
The data below shows the average CTR for various industries. As you can see, the highest CTRs are in the Dating and Travel category, while the lowest CTRs are in the Technology category.
- Dating & Personals 6.05%
- Travel & Hospitality 4.68%
- Electronics & Technology 4.5%
- Health & Medical 4.49%
- Advocacy 4.41%
- Automotive 4.0%
- Education 3.78%
- Real Estate 3.71%
- Legal 2.93%
- Finance & Insurance 2.70%
- General eCommerce 2.69%
- Industrial Services 2.61%
- Home Goods 2.44%
- Employment Services 2.42%
- B2B 2.41%
- Consumer Services 2.41%
What is Conversion Rate?
Conversion rate is the percentage of visitors to your site who take a desired action, such as making a purchase or signing up for a newsletter. A high conversion rate indicates that users are finding your site easy to use and navigate, and they’re more likely to buy from you in the future. A low conversion rate can be an indication that your site needs some work, such as simplifying the checkout process or adding more relevant content.
There are a few different factors that can affect your conversion rate, including:
- The quality of your products or services
- The clarity of your call to action
- The design of your website
- The user experience on your site
To get a better idea of how your conversion rate stacks up, let’s take a look at some data from 2021.
2022 Conversion Rates by Industry
It’s also important to consider conversion rates when assessing your business’ benchmarks. The data below shows the average conversion rate for various industries. As you can see, the highest conversion rates are again in the Dating and Finance & Insurance categories, but the lowest conversion rates are in the Advocacy and Real Estate categories.
- Dating & Personals 9.64%
- Legal 6.98%
- Consumer Services 6.64%
- Automotive 6.03%
- Employment Services 5.13%
- Finance & Insurance 5.1%
- Education 3.39%
- Industrial Services 3.37%
- Health & Medical 3.36%
- Travel & Hospitality 3.55%
- B2B 3.04%
- Electronics & Technology 2.92%
- General eCommerce 2.81%
- Home Goods 2.70%
- Real Estate 2.47%
- Advocacy 1.96%
2022 eCommerce Vertical Benchmarks
Diving further into individual eCommerce verticals, the data below shows the average click through rate, conversion rate, and average order value for each vertical from the past year. As you can see, the Real Estate category has the highest CTR, while the Pets & Animals category has the highest conversion rate.
- Advocacy —
Conversion Rate: 1.3%
Click Through Rate: 4.41%
Average Order Value: $256.31 - Arts and Entertainment —
Conversion Rate: 2.5%
Click Through Rate: 1.44%
Average Order Value: $72.37 - Automotive —
Conversion Rate 1.55%
Click Through Rate: 3.1%
Average Order Value: $221.52 - Business & Consumer Services —
Conversion Rate 5.5%
Click Through Rate: 2.61%
Average Order Value: $463.08 - Electronics & Technology —
Conversion Rate: 1.5%
Click Through Rate: 4.5%
Average Order Value: $110.78 - Fashion & Apparel —
Conversion Rate: 2.5%
Click Through Rate: 2.25%
Average Order Value: $110.97 - Finance —
Conversion Rate: 0.5%
Click Through Rate: 2.7%
Average Order Value: $193.25 - Food & Drink —
Conversion Rate: 5.4%
Click Through Rate: 8.78%
Average Order Value: $41.20 - Furniture —
Conversion Rate: 0.6%
Click Through Rate: 2.14%
Average Order Value: $810.56 - Games —
Conversion Rate: 3.9%
Click Through Rate: 2.4%
Average Order Value: $58.03 - Health —
Conversion Rate: 1.1%
Click Through Rate: 4.49%
Average Order Value: $107.83 - Heavy Industry & Engineering —
Conversion Rate: 2.3%
Click Through Rate: 2.64%
Average Order Value: $84.67 - Hobbies & Leisure —
Conversion Rate: 0.8%
Click Through Rate: 3.11%
Average Order Value: $61.45 - Home & Garden —
Conversion Rate: 1.2%
Click Through Rate: 1.6%
Average Order Value: $231.67 - Jewelry and Luxury Products —
Conversion Rate: 1.9%
Click Through Rate: 0.88%
Average Order Value: $127.88 - Lifestyle —
Conversion Rate: 2.6%
Click Through Rate: 2.33%
Average Order Value: 107.78 - Pets & Animals —
Conversion Rate: 6.3%
Click Through Rate: 3.75%
Average Order Rate: $103.21 - Real Estate —
Conversion Rate: 0.2%
Click Through Rate: 10.9%
Average Order Rate: $288.77 - Sports and Recreation —
Conversion Rate: 3.9%
Click Through Rate: 3.68%
Average Order Rate: $70.55 - Travel & Tourism —
Conversion Rate: 4.8%
Click Through Rate: 3.54%
Average Order Value: $353.28 - Adult —
Conversion Rate: 0.4%
Click Through Rate: 2.35%
Average Order Value: $26.86
EYStudios Can Help You Reach These Benchmarks
Looking to improve your conversion rate or click-through rate? EYStudios can help. We’re a team of eCommerce experts who have helped businesses in a variety of industries increase their online sales. Contact us today to learn more about our services.
Data sourced from the following: Google Analytics, Adobe, Storegrowers, Growcode, and Peekd.