What is a good benchmark for a "download conversion rate"?


What is a good benchmark for a download conversion rate? In other words, what % of my website traffic can I expect to click "Sign Up Now" button to start a plug-in download (examples: xobni.com and tripware.com)? Thanks!!

Marketing Data Request

asked Nov 19 '09 at 14:42
Dean Wright
86 points
Top digital marketing agency for SEO, content marketing, and PR: Demand Roll

3 Answers


Sometimes questions have no answers...

It can vary literally by 10x depending on the market, product, customer type.

Also it depends on your traffic source. Traffic from a good review? Should be high sign-up rate because they already understand you and are probably coming specifically to sign up. Traffic from adwords? Probably sucks. Traffic from StumbleUpon? A rate of 0.01% might be reasonable (no joke).

answered Nov 21 '09 at 14:14
16,231 points


Obviously this depends on a whole lot of factors - what you're selling, how qualified the traffic is, quality of your landing page / web page, etc. etc. But in general terms, the benchmarks I've seen say that it's 1 - 3% for a paid service and 15 - 30% to sign up for free.

It will be interesting to see what others say.

Best of luck!

answered Nov 19 '09 at 15:16
4,214 points
  • Chris, thanks for the reply. Those are some benchmarks that I've been coming across in my research. I've edited my question to clarify the conversion rate benchmark I'm seeking. I found out that what I'm seeking is called a "Download Conversion Rate". Any additional insights are welcome! Thanks again. – Dean Wright 14 years ago


Not sure what the benchmark is, but we see around 15% - 20% for our free site. However that's not for a plug-in.

answered Nov 20 '09 at 01:30
Jon Hadley
161 points

Your Answer

  • Bold
  • Italic
  • • Bullets
  • 1. Numbers
  • Quote
Not the answer you're looking for? Ask your own question or browse other questions in these topics:

Marketing Data Request