2025 Benchmark Report: B2B Software Inbound Conversion Rates

We analyzed data from 100 B2B software websites to create a benchmark for inbound conversion metrics. See how you compare.Data is available because Default tracks unique website visitors, captures demo requests, and schedules/routes meetings.

Methodology:

• Website traffic: Total number of unique visitors to the company's website
• Total lead count: Number of visitors who request a demo
• Meeting booked lead count: Number of leads who were qualified and scheduled a demo
• Visitor-to-demo-request conversion rate: Percentage of website visitors who request a demo
• Visitor-to-qualified-demo-booked conversion rate: Percentage of website visitors who booked a demo

Warning: there are a lot of nuances in our research.Not every page converts the same way (e.g., homepage vs demo request page). Not every visitor is on the same stage in the buyer’s journey (e.g., first-time visitor vs returning visitor).

Part I: Visitor to Demo Request

We calculated the conversion metric based on (1) the number of unique website visitors and (2) the number of demo requests.Here is what we found by company stage:

Here is what we found by website traffic:

Surprisingly, Seed and Series A stage software companies have almost the same visitor-to-demo rate. There is a strong correlation between the number of unique visitors and the number of demo requests. With more than 25,000 visitors, the visitor-to-demo request rate falls under 1%.

Part II: Visitor to Qualified Demo

We calculated the conversion metric based on (1) the number of unique website visitors and (2) the number of qualified demos scheduled.Here is what we found by company stage:

Here is what we found by website traffic:

The data shows that earlier-stage companies (Seed and Series A) and those with lower website traffic tend to have higher conversion rates.

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Conclusion

Our data shows that Default customers convert up to 70% more website visitors to demos than the industry average. This means:

• For a company with 25,000 monthly visitors, Default could generate an additional 50 demo bookings per month.
• Assuming a 20% close rate and an average deal size of $15,000, this translates to an additional $150,000 in ARR.

By optimizing your inbound conversion funnel with tools like Default, you can significantly impact your bottom line and accelerate growth.

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