Industries · content
EdTech (Online Courses, LMS) conversion rate benchmarks
Online course platforms (Coursera, Udemy, Skillshare, Teachable creators), tutoring services, LMS for schools. CVR benchmarks vary enormously between B2C (course purchase) and B2B (school LMS sales).
Business model
one-time purchase (course) or subscription (LMS/platform)
Typical ACV
$50-500 per course, $10-30/mo subscription
Sales cycle
~7 days
Top traffic sources
organic-search, paid-social, influencer
Cited benchmarks (3)
Each row links to its source study. Click a metric to open the full benchmark page for EdTech (Online Courses, LMS) with percentile bar and methodology.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Visitor-to-Lead Rate↑ (derived) | 1.5% | 3.0% | 6.0% | WordStream 2024 (Education category, derived for EdTech) |
| Trial-to-Paid Conversion Rate↑ (derived) | 8.0% | 16.0% | 28.0% | Mixpanel Product Benchmarks 2024 (derived for edtech) |
| Monthly Churn Rate↓ (derived) | 4.0% | 7.5% | 12.0% | Mixpanel Product Benchmarks 2024 (derived for edtech) |
Notes on this vertical
B2C course completion rate is the differentiator metric — most industry reports focus on enrollment CVR (2-5%) but completion rate (5-15%) is what drives word-of-mouth referral and repeat purchase.
Industry profile cited from Thinkific Online Course Industry Report.