I don't have a large enough data set or experience to declare any sort of average but in my experience the conversion rate is highly correlated to two things:

I don't have a large enough data set or experience to declare any sort of average but in my experience the conversion rate is highly correlated to two things: 1) The message and design of the landing page. 2) The message and media used to drive traffic to the page. Low quality on either will result in low conversion (5% of traffic). A highly targeted campaign that points out a pain point and a landing page that is well designed and speaks to that pain converts at a far higher rate. I now frequently see 15-20%. I should note that those rates are for registered users, not for other metrics farther down the line (some sort of interaction for example). Two pages that convert registered users at 20%: http://www.styckyd.com/sell_race_cars http://www.styckyd.com/sell_race_cars, http://www.styckyd.com/sell_modified_cars http://www.styckyd.com/sell_modified_cars Facebook ads have been the most successful generator of quality traffic for us so far.