Let's set the average conversion rate to 1.6%
from non-branded organic search traffic.
This number is estimated by Google Analytics benchmark data
for Jan through March 2019 for B2C eCommerce websites.
This report is a baseline as we have to understand the similar online store conversion rate data. "Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward, Loake Shoes, Micro-Scooters, Van Dal Shoes, Herdy, Perfect Moment, Force 4, Bella di Notte, Auree Jewellery and This Works."
For example, if we had 139,492 visitors and 2,305 conversions (successful page after the transaction) last month, our CR is 1.6%Calculations for CR
(conversions / total visitors) * 100% = (%) conversion rate
(2,305 conversions / 139,492 total visitors) * 100% = 1.6% conversion rate