10 Industry Benchmarks For Your Call Tracking Conversion Rate

When launching a new marketing initiative, you often set a benchmark or baseline against which you measure success. You can gather a “baseline” before you make improvements, pick a number out of thin air or compare yourself to the industry average.

Since neither picking a number out of thin air nor delaying improvements while you gather a baseline is ideal, finding an industry benchmark is a good way to begin.

In fact, the Direct Marketing Association publishes an annual guide to the “Average Direct Marketing Response Rates” across various marketing channels. For example, here are the stats from their 2010 Response Rate Trend Report.

Call Tracking Conversion Rate Benchmarks By Industry

Search To Phone Call Tracking

courtesy of Shutterstock.com

Since we’re in the call tracking business, clients often ask about call tracking industry benchmarks for search.

While results will vary based on the quality of your traffic, offer, design and other factors, having a “benchmark” is important for getting started and evaluating your relative success.

In order to figure that out, I dug into a sample of our account base. I analyzed visits, calls and call duration across ten industries over the past three months.

We looked at how many web visits a client had, how many calls from search (paid and organic) they received, and how long those calls lasted, assuming that a longer call is a better qualified lead.

The result is a general baseline of phone call conversion rates and call duration for companies across these ten industries.


Avg. Phone Call Conversion Rate

Avg. Phone Call Duration




Food Services






Home Services



Lead Generation









Professional Services









Overall, the conversion numbers make sense. The highest conversion rate is in the home services industry. If your pipe bursts, you’re going to search for a plumber on Google and call for help ASAP. You don’t want to send an email and wait 24 hours to hear back. On the other hand, food service and e-commerce websites may lend themselves to more online conversion.

In terms of call duration, the numbers seem reasonable as well. If you call a software company, you’re probably going to have a fair number of questions and a longer conversation. If you call a plumber, there’s a good chance the call will go to voicemail if that plumber is on another job.

What’s your phone call conversion rate? How does your phone call conversion rate compare to your online conversion rate?

Please share your results in the comments below and feel free to use these call tracking conversion rate benchmarks to measure your next campaign.

Image from Shutterstock, used under license.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Analytics | Credit Is Due


About The Author: is the Marketing Manager at software startup Ifbyphone, a leading provider of phone call tracking and lead distribution software. Elan is an expert on startup online marketing and call tracking software. You can connect with him on Twitter @mosbacher or LinkedIn.

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