The average e-commerce site conversion rate is typically between 1-3%. On the other hand, for a lead generation site, an average conversion rate is 10-12%. Attracting traffic to your website may not be that difficult, however, the tricky part is converting that traffic. The key to more conversions is the design and usability of your landing page.
Many companies can increase their conversions by experimenting with the landing pages that they are using to get their visitors to convert. Google recently came out with Website Optimizer, which helps online marketers increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of site content. Site content includes the headline, offer, lead, benefits, images, and the overall look and feel of your site.