Understanding the conversion rate of the many digital marketing channels available to your company sets you up for success in your marketing campaign — particularly when segmented by industry.

The following report was compiled from data collected between 2016 and 2021 from just over 150 clients performing marketing campaigns .

This information should be utilized within the context of effective digital marketing strategy, namely running campaigns on  lead generation channels reputed to have the highest conversion rates and ROI in your industry; tracking conversion results carefully; and maintaining lead nurturing campaigns through e-mail and social media to produce multiple impressions in the minds of your target audience members.

Conversion Rate by Digital Marketing Channel

ChannelB2C Conversion RateB2B Conversion Rate
SEO2.1%2.6%
SEM / PPC1.2%1.5%
Email Marketing2.8%2.4%
Organic Social  2.4%1.7%
Paid Social2.1%0.9%
Display Ads0.7%0.3%
Influencer Marketing1.1%.8%
Affiliate Marketing2.0%1.2%
Online PR1.4%1.1%
Webinars1.3%2.3%

Highest Conversion Rate Channels by Industry

IndustryHighest Conversion Rate Channels
Addiction TreatmentSEO – 2.8%Affiliate Marketing – 1.9%Paid Social (Facebook) – 1.4%
Automotive (B2B)SEM / PPC – 1.4%Email Marketing – 1.3%Paid Social (LinkedIn) – 1.0%
BiotechWebinars – 2.5%SEO – 2.1%Email – 1.6%
Business InsuranceSEO – 1.9%Paid Social (LinkedIn) – 1.4%Email Marketing – 1.1%
Construction (B2B)Webinars – 1.7%Paid Social (LinkedIn) – 1.1%Email Marketing – .8%
eCommerce (B2C)SEO – 1.6%Influencer Marketing – 1.1%Affiliate Marketing – .9%
Financial Services (B2B)SEO – 1.9%Webinars – 1.2%Email Marketing – 1.2%
Financial Services (B2C)SEO – 2.4%Paid Social (Facebook) – 1.3%SEM / PPC – 1.1%
FintechOrganic Social (LinkedIn) – 1.6%SEO – 1.4%Online PR – 1.0%
Healthcare (B2B)Email Marketing – 1.7%Webinars – 1.5%SEM / PPC – 1.4%
Heavy EquipmentSEO – 1.9%Paid Social (LinkedIn) – 1.4%Email Marketing – 1.0%
Higher EducationOnline PR – 1.3%SEO – 1.2%Email Marketing – .7%
HVAC (Combined B2B and B2C)SEO – 2.1%Email Marketing – 1.6%SEM / PPC – 1.2 %
Industrial IOTEmail Marketing – 1.7%SEO – 1.6%Webinars – 1.1%
IT & Managed ServicesEmail Marketing – 1.4%Paid Social (LinkedIn) – 1.1%SEO – 1.1%
Law Firms & Legal Services (B2B)SEO – 1.5%Webinars – 1.4%LinkedIn Organic – .9%
Manufacturing & DistributionEmail Marketing – 1.4%SEO – 1.4%Paid Social (LinkedIn) – 1.1%
Medical DeviceSEO – 1.8%Webinars – 1.5%Online PR – .9%
Oil & GasWebinars – 2.1%SEO – 1.7%Email Marketing – 1.1%
SaaS (B2B)SEO – 1.9%Webinars – 1.2%Email Marketing – 1.1%

Achieving A High Digital Marketing Conversion Rate

Obtaining a high overall conversion rate across your digital marketing stack comes down to choosing the right channels to run campaigns on, measuring your campaign results carefully, performing conversion rate optimization, and repeating the process.

Each step in this process requires expertise and experience, as there are many small decisions along the way. If you’re interested in partnering with an agency to maximize the success of your digital marketing program, even if it’s just for a short time while you build your in-house team, that’s exactly what we do. You can contact us .