In high-ticket B2B: low — and that’s usually correct rather than something to fix.
Nobody buys a capital machine on the first visit. A serious buyer researching a serious purchase is behaving properly by not filling out your quote form today. Pushing someone who is months from a decision toward “request a quote” isn’t ambition — it’s asking for something you haven’t earned yet.
Why published averages can’t help you
They blend e-commerce impulse buys with six-figure equipment purchases, quote requests with newsletter signups, and traffic bought on brand terms with traffic bought on generic ones. The resulting number describes nobody.
Worse, chasing it usually means loosening what counts as a conversion — which improves the rate and degrades the pipeline at the same time.
The only benchmark that can guide a decision is your own: the same definition, the same denominator, measured over time. Before you compare anything to anything, get the measurement identical on both sides.
Two better questions
- Is the quality of what converts holding up? A rising rate alongside a falling average deal size isn’t efficiency — it’s the system finding cheaper people, exactly as instructed. You’re not reporting, you’re training.
- Does the sales floor agree with the dashboard? When those two disagree, the sales floor is right.