Average Time to Conversion is the average duration between a user’s first visit or interaction with your brand and their eventual conversion – such as making a purchase or submitting a lead form.
Average Time to Conversion is calculated by summing the total time taken for all conversions and dividing it by the number of conversions during a defined time period.
If five users took 1, 3, 5, 7, and 9 days respectively to convert, the Average Time to Conversion would be 5 days.
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A good Average Time to Conversion depends on your industry and product complexity. For e-commerce, 1–3 days is ideal. For B2B, 1–2 weeks is common. Shorter times often reflect smoother experiences and more decisive users.
A high Average Time to Conversion may suggest friction in your funnel – such as poor messaging, unclear CTAs, or lengthy approval cycles. It can also signal unqualified traffic.
Use email automation and remarketing to guide users through the funnel faster with helpful, relevant content.
Simplify navigation and eliminate unnecessary steps in your checkout or signup process to reduce delays.
When users find what they expect immediately, they’re more likely to convert quickly. Ensure messaging consistency across touchpoints.
