Average Time to Conversion

Unlocking your digital marketing efforts' full potential requires understanding your conversion metrics. One of these important KPIs is the average time to conversion, meaning how long it takes potential customers to perform a desired action.

Here's everything you need to know about the average time to conversion.


What is the average time to conversion?

The Average Time to Conversion is a key performance metric in digital marketing that measures the average duration it takes for a potential customer to transition from initial interaction with a brand or campaign to completing a desired action, such as making a purchase or filling out a form. This metric provides valuable insights into the efficiency of marketing strategies, user experience, and the overall effectiveness of the conversion process.

To optimize the average time to conversion, businesses must analyze industry benchmarks, fine-tune user experience, and tailor marketing campaigns to address the needs and preferences of potential customers, all while tracking essential metrics to gauge effectiveness.

How to track the Average Time to Conversion

To track the average time to conversion, you can employ web analytics tools and set up event tracking on your website or platform. Begin by defining what constitutes a conversion, such as a completed purchase or a sign-up. Utilize tracking codes or tags to monitor the time users spend on your site before converting. Calculate the time difference between the user's entry and conversion timestamps and then aggregate these durations across all conversions. Finally, compute the average time to conversion by dividing the total time to conversion by the number of conversions. Regularly analyze this metric to identify patterns, optimize your user experience, and tailor marketing strategies to better align with your audience's typical conversion journey.

What is a good Average Time to Conversion?

The ideal Average Time to Conversion varies across industries, business models, and specific conversion goals. There is no one-size-fits-all answer, as what may be considered good for one business might not be suitable for another. Typically, businesses aim to minimize the time it takes for users to convert, as a shorter conversion journey often indicates higher efficiency and user engagement.

Establishing benchmarks based on your industry standards and analyzing your own historical data is crucial. Regularly monitor and assess the Average Time to Conversion, considering factors like the complexity of the conversion process, product or service type, and user behavior. Ultimately, a good Average Time to Conversion is one that aligns with your business objectives, enhances user experience, and contributes to achieving your average conversion rate goals.

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What is a bad Average Time to Conversion?

Similar to a good Average Time to Conversion, defining a "bad" average time depends on various factors such as industry norms, business goals, and the nature of the conversion process. Generally, a long average time to conversion may indicate potential issues in the user journey, website usability, or marketing strategy.

Users taking excessively long to convert could suggest a lack of engagement, confusion in the conversion process, or mismatched expectations. However, what's considered "bad" can differ between industries and business models. It's important to establish benchmarks, analyze your specific context, and regularly monitor the Average Time to Conversion to identify trends and make informed adjustments to improve efficiency.

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Average Time to Conversion KPI examples & templates

Add your conversion metrics to these reports to better understand your target audience and how to boost conversions.

See this KPI in action here!

Ecommerce report template Ecommerce report template

Our ecommerce report template includes all the important KPIs you need to stay on track! Measure your cart abandonment, profitability, e-commerce conversion rate, website visitor metrics, and more in our all-in-one template.

See this template live

GA4 report template GA4 report template

Demographics, traffic, time on site, total number of visitors, new users... websites generate a lot of GA4 data, and keeping up with it constantly can be tiring. Our GA4 report template lets you gather all those key metrics in one great, custom report that your clients will love.

See this template live

PPC Report Template PPC Report Template

Setting up an advertising campaign for your company takes time. And once your results start coming in, creating a good PPC report is important to determine your ROI and get a performance overview. Easily measure and analyze your paid campaign results in a monthly PPC report!

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Average Time to Conversion best practices

If you want to achieve conversion rate optimization, follow these three best practices.

Conversion rate best practices

step 1 icon Optimize Website Usability and Navigation

Optimize your website for a user-friendly and seamless experience by implementing Conversion Rate Optimization (CRO) techniques. Conduct A/B testing to refine elements such as calls to action (cta) and landing page design. Streamline the user journey by minimizing friction, enhancing page load times, simplifying forms, and ensuring clear calls to action. A well-designed and intuitive interface is crucial in encouraging users to navigate through the conversion process efficiently. Employ CRO strategies, including A/B testing, to continually enhance the user experience and maximize the effectiveness of your calls to action and landing pages.

step 2 icon Personalize Content and Messaging

Customize your content and messaging to align seamlessly with your target audience, leveraging data and insights for a tailored approach. Develop personalized experiences grounded in user behavior, preferences, and demographics, optimizing your website conversion rate. Enhance your email marketing, social media, content marketing, and SEO strategies by delivering pertinent content and compelling offers that captivate your audience, fostering engagement and guiding them toward conversion. The integration of personalized elements not only strengthens the connection with users but also significantly boosts the potential for swift conversions, making it a key driver in your overall digital marketing strategy.

step 3 icon Implement Retargeting Strategies

Leverage retargeting campaigns as part of your lead generation strategy to reconnect with users who are expressing interest but have not yet converted. Employ conversion tracking through tracking pixels, identifying users who have interacted with specific web pages or left items in their carts. Craft targeted ads or personalized messages to remind users of their initial interest and nudge them towards completing the conversion. This approach not only enhances lead generation but also positively impacts the bottom line by efficiently bringing users back into the conversion funnel within a shorter time period.

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