What is a good closing ratio? I am at 32%

[Francisco_Meza]

I have a client I landed about 1 1/2 months ago. The only traffic coming to the site is from Google Adwords.  The goal page is the "Get A Quote" page and the closing ratio is 32.4%.  So about 1 in 3 visits fill out the quote form.  I usually do eCommerce and I am used to seeing 2-3% goal conversions. But 32.4%???? Is that normal for a regular static site (non-ecommerce).  It's been like that for a whole week! Should I toot my own horn here?

[Francisco_Meza]

Update: The numbers are still solid. People are still filling out the quote form. After 3 months, the actual closing is around 5%-6%. It is profitable. Thanks for the compliments regarding my website.

[mjcarrjr]

It is likely that you are leaving traffic and leads on the table. I would expand keyword research and optimization efforts.

[mobikwik]

I run an ecommerce website in India and have a payments/visits ratio of roughly 23%. We have been running this website for 1.5 years and this is now a steady state number. I think this is what you should be interested in , see if your campaign maintains these numbers over a few months.

[BlinkWeb]

That's really great!

[kelly_vaught]

It's hard for me to say whether 32% is 'normal', as I'm not familiar with the average stats of your industry and more specifically your competition.  On the surface, yes, 32% seems impressively high, and I'm sure your client is excited about 1 in 3 converting into a lead.  That being said, what ultimately matters, of course, are the closing rates of your client.  100% of the traffic could convert into leads, but if they don't close, the efforts are not producing actual value, regardless of how well the audience responds to the website.

I checked out the site you are referring to, and my initial thoughts were that it was a pretty good looking, clean, non-spammy site with a clear call to action.  There does not seem to be anything misleading or incentivizing that would artificially inflate form conversion rates, so I would suspect that the users are genuinely interested in receiving an estimate for shipping, which would help closing rates.

One thought I have stems from my own experience transporting a vehicle across the country.  When looking for free estimates, I went to as many sites as I could find, and as long as I wasn't completely turned off by the site, I requested an estimate and therefor converted into a lead.  Of course, if I went to 10 different companies, that is a lot of entities competing for my business.  I based most of my decision on price, as I believe most do, and so for me, when I was checking out my options, comparing many estimates was free and required minimal investment on my part.  Therefore, I happily converted into a lead for several companies.  I didn't have any obligation or to buy anything, and because the move had to occur and I had to select a company, I took the path of least resistance and gathered multiple quotes in a short time.  It wouldn't surprise me if many others view this research and decision-making in a similar fashion.

Bottom line, I don't know whether or not 32% is abnormally high or in line with competition, but it doesn't surprise me that conversion rates would be high, given the nature of the service.  Like I said, for the company what ultimately matters is sales, but that is the responsibility of the company and a result of the value potential customers perceive from the services offered.  Since I don't see anything that suggests that users are misled when visiting the site or anything strange with the quote form, if your data continues to confirm what you've seen recently, I'd suspect that you are doing your job, and doing it well.

[DavidKonigsberg]

If the only traffic they get is from adwords then it all depends on what type of traffic your getting - if it is brand name traffic and very very targeted -exact match etc you can have over 30%- it also depends what you call a conversion is it personal data or just a quote

Its only impressive if you have high volume and not from branded terms- either way its good data

[Francisco_Meza]

They are signing up for a quote.  International Car Shipping We ship cars overseas from USA to other counrties. My adwords campaign is 50% exact match.

[dlrPaul]

I've never heard of a 30%+ conversion rate certainly never experienced anything like that on any site I have ever worked on. What are people signing up for?

[ninjamarketer]

I agree with Hansjörg. 32% is unheard of. Although it is not impossible because Schwan's with 40% conversion is a living example (if you trust third party data). If you are getting good leads at this astonishing rate then this might be an exception but I would still double check the traffic metrics and look at the goal funnel conversion steps.

You mentioend that you are seeing this change for a whole week. Does that mean the conversion was much lower than what it is now? If this is the case then you may want to identify the exact day that this happend and reverse engineer your way to the cause.

[goodnewscowboy]

Hello Francisco: My answer would be "it totally depends.I would compare the results to prior results.  If you have no historical data for the account, then I'd say that it was an excellentonversion rate for a an RFQ page. I'd be interested to see the statistics of what the close ration is on the quotes.

But regardless, as far as tooting your own horn, definitely. Letting the client know that the results are 1 for 3 would make them feel great about hiring you.

[petrakraft]

Hi Francisco,
you meant the traffic to the website is only measured by Google Analytics, right?
A conversion rate of 32,4 % is very, very rare. Even for a non e-commerce website.
It is hard to tell more about that rate of that website because we don't know the layout, n° of pages etc.
What seems to me more important is, if that high rate leads to profitable leads - of course depending on the goals they set.
E.g. does one third of the website visitors buy a product or "only" ask for a brochure?