Industries · retail
Automotive (Dealers, Parts, Services) conversion rate benchmarks
Car dealer websites (inventory search → lead), auto parts (RockAuto, AutoZone e-com), service appointment booking. Lead-gen CVR dominates dealer sites; ecommerce CVR for parts.
Business model
vehicle sales, parts retail, service subscription
Typical ACV
$15-45k vehicle purchase, $300-800 service ticket
Sales cycle
~30 days
Top traffic sources
organic-search, paid-search, local-search
Cited benchmarks (1)
Each row links to its source study. Click a metric to open the full benchmark page for Automotive (Dealers, Parts, Services) with percentile bar and methodology.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Visitor-to-Lead Rate↑ | 3.0% | 6.0% | 11.0% | WordStream 2024 |
Notes on this vertical
Lead-to-test-drive is the critical dealer-site CVR. Service-appointment booking CVR benchmarks are not widely published — AAA/local-dealer NADA data is best source.
Industry profile cited from NADA Industry Research Reports.