spiral - 8:28 pm on Jan 31, 2006 (gmt 0)
Conversion rate average is about 2%, but it's like the average temperature in the hospital, part of the them have a fever and another are dead, so average is ok... :)
The numbers very a lot, depending on many factors, but this is not the important thing. What if you was told your rate is 10% higher or 10% lower then average? Is it actionable? What can you do with this information?
What you may want to trace is trend. After you did such and such, do you see an improvement? Why? Compare yourself with your own results and try to analyse effect of your modifications (one thing a time).
There are many very good books available about the issue. I strongly recommend to read something, trust me it just saves time and money.
Hope it helps.