Benchmarking: Not Always A Bad Idea


May 15, 2006

I see, or get requests for benchmark data all the time. What’s a good conversion rate? What’s a good clickthrough rate? Mostly, I want to tell people not to covet their neighbor’s rates, because the neighbor is in a different business.

Having said that (and heard that, over and over again from other conversion professionals), I want to point out that there is a time and place for benchmarking:

  • When you are starting a new business and need the numbers for your business plan and your investors
  • When you are rewriting your resume
  • When you are asking for a raise

There are probably many more, these just come to mind quickly.

Robbin Steif