Benchmarking your performance against the competition just got more powerful. With Similarweb’s latest update to Conversion Rate data, you can now track the full user journey, from initial intent to final purchase, across a significantly broader range of websites.
By integrating these metrics directly into your standard benchmarking workflows, we’ve made it easier to identify performance gaps and uncover new growth opportunities.
Where can I use the Conversion Rate?
You can find the new Conversion rate in Website Analysis: on the Website Performance and Traffic & Engagement pages, helping you to benchmark visits, engagement, and conversion in one view.
In addition, on the Traffic & Engagement page, users can go to “Traffic over Time” and track monthly trends of their Conversion against competitors.
New - The new Conversion Rate data is now live on Market Analysis! 
Check here the global fashion industry or watch this short video:
What makes this data powerful?
Some Similarweb customers already have access to our legacy Conversion Analysis module. The updated Conversion Analysis data offers a major leap in both coverage and accuracy:
- Massive Coverage: We’ve expanded the number of ecommerce domains worldwide by more than +20 times.
- All Traffic View: Unlike the previous desktop-only model, you can now see conversion data for All Traffic (Desktop and Mobile Web combined), providing a more realistic representation of modern consumer behavior.
- Integrated Experience: Conversion metrics are now embedded directly within Website Performance and Traffic & Engagement pages, allowing you to view visits, engagement, and conversion trends in a single view.
Key Metrics Explained
The dataset focuses on two primary performance indicators:
- Converted Visits: The estimated number of purchase events occurring on a site.
- Conversion Rate (CR): The ratio of these converted visits to the total number of visits.
How to Use Conversion Data for Benchmarking
To get started, navigate to Website Analysis and locate the conversion widgets on the Website Performance or Traffic & Engagement pages.
1. Identify "Conversion Gaps"
By comparing your conversion rate against direct competitors, you can see if you are losing potential customers at the final stage of the journey. If a competitor has lower traffic but a higher conversion rate, it may indicate a more effective checkout process or higher-quality lead generation.
2. Analyze the Full User Journey
For the first time, you can benchmark the entire funnel in one place. By looking at Total Visits alongside Conversion Rate, you can determine if your site's performance issues are a result of "top-of-funnel" traffic volume or "bottom-of-funnel" conversion friction.
3. Account for Global Variations
When viewing Worldwide (WW) conversion rates, keep in mind that these averages include traffic from all countries. This may include "window shoppers" from regions where a site doesn't ship, which can naturally dilute the global average compared to specific country-level data.
Eligibility & Access
To ensure data quality, a site must meet specific criteria to be included in this dataset:
- Classification: The site must be categorized as an e-commerce website.
- Traffic Threshold: A site must reach 20,000 monthly visits to enter the dataset. It will remain in the dataset unless traffic falls below 10,000 monthly visits.
Note: This new data is available for Web Intelligence 4.0 users as part of the Advanced Competitive Intelligence package. To learn more about accessing this data, we recommend reaching out to your Customer Success Manager
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