What is a good "closing" percentage for websites?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Ryan Cramer: Does anybody know what a good "closing" percentage is for websites in different industries?  ;Focussing more on productivity than placement, I've been trying to figure out what percentage of people I should expect to fill out a lead generating form.  ;
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  Joeri Minnekeer: It's hard to define a "good" closing percentage, even in a specific industry. The only info I could find on this is on ;http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
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  Ryan Cramer: I did find an old article (http://www.searchmarketingstandard.com/what-is-the-average-conversion-rate) that seemed to give industry breakdown that includes the industry I am working with. Currently, I am getting more than twice the average percentage with relative or higher total visitors than the competition.  ;
  
  Although I'm generating double the leads as this time last year, the client's sales have not increased.  ;I just figured I wasn't doing as good as I should with the SEO and Marketing, and am digging to find out how I can do better
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  Joeri Minnekeer: Generating more leads without having more sales could have many reasons. Maybe you started a blog. In any case you should consult Google Analytics to find out on what pages your visitors come to your site and define why they landed on that page, what were they searching for. When you can answer that question you can adjust that page accordingly to help them find their way to your goal and generate more sales.
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  Ryan Cramer: Well, I'm working with a 8 year old site that over the past year I've gotten the bounce rate down from over 50 to below 10%, so that indicates to me that I am reaching the right people.  ;Furthermore, the main "lead" form has gone from a 4 field form to a 16 field questionnaire to make sure the sales staff gets the most qualified customers. Theoretically, the amount of leads should have dropped significantly, however, the trackable leads going through these forms has more than doubled!  ;I'd hate to blame it on the unmanaged sales staff,  ;but even with such great success, I know there is more I can do.
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  Edwin Jonk: From the expert panel in this weeks SEO Questions hangout on air on 01:05:44 into the YouTube video: https://dumbseoquestions.com/q/what_is_a_good_quotclosingquot_percentage_for_websites +Ryan Cramer
  
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