Conversion Rates for B2B

Ballpark numbers for "good CCR"?

[mcguffin]

What are good conversion rates for a B2B site? Specifically, I'm interested in sites that sell professional services.

I understand that it will depend on the sector, quality of site/content, etc.

I've tried looking for stats both via this site and via the web, and seen some conversion numbers (for general conversion) at 1-2%, but is this on-target for a B2B services site?

Can anyone point me towards numbers that would be within an order of magnitude or so?

Thanks!

[wilreynolds]

Mcguffin,
This is a good question, but a difficult one to answer nonetheless. Conversion depends on a lot of things, very often on B2B sites, the entire transaction can not be completed online, therefore it is very important to have tools in place that will allow you to track offline users to that final purchase.

That being the case, in my industry I try to get our marketers to develop a web conversion and a total conversion. With the web conversion being how many users take the process as far as they can online.

It is just our approach, but there are other ways of going about it.

[funsad]

I think, it's difficult to answer you decidedly, because conversion rate might change considerably from site to site. Look at buy rates among B2C sites [ecommerce.internet.com] (Jan 2001). They vary from 2,3% to 18,1%. Conversion rates for B2B sites must be as much unpredictable as for B2C.

Alexander Sadovsky.

[mcguffin]

Thanks both, wilreynolds and funsad.

My boss was really interested in conversion rate ranges, and I needed something to give him. This helps a lot. :)

mcg

[FrenchGuy]

In B2B, conversion ist most of the time not only an internet Matter. I have following experience:

- Incoming Emails: 5% of the refered traffic
- Conversion ($$$): 3% of the incoming Emails

So $$$ = 0,15% of all refered visits.

We estimate that about the same amount of new contacts and conversion come throught incoming phone calls of people coming from our home page.

It shows that following elements are EQUALY crutial for a B2B site:

1) Good referers
2) Staight Homepage with simple contact forms
3) Good people handling incoming new contacts professionaly and fast...
4) Sales teams taking care that first order customers become permanent partners...