For me, I go by the 1% or 10% rule, for ambient vs really want. Ambient conversion - below 1% you're doing something wrong, above 1% you're doing something rig

For me, I go by the 1% or 10% rule, for ambient vs really want. Ambient conversion - below 1% you're doing something wrong, above 1% you're doing something right. Something people really want - below 10% you're doing something wrong, above you're doing something right. This is a gross over-simplification, but these conversion rates can be applied to just about anything on the web (ad click thrus, free account signups, purchases, even % of people who will go from one page on your site to the next).