How do you know if your KPIs are “good”? Benchmarks give you the answer. Here’s what healthy KPIs look like across different industries—and how to find your competitive edge.
Why Benchmarks Matter
A 10% conversion rate might be excellent for one business and disastrous for another. Industry benchmarks tell you:
- ✓ What’s realistic for your business type
- ✓ Where you’re outperforming competitors
- ✓ Where you need to improve urgently
- ✓ Where to invest for competitive advantage
Ecommerce Business Benchmarks
| KPI | Good Performance | Excellent Performance |
|---|---|---|
| Conversion Rate | 2-3% | 4-5%+ |
| Average Order Value | $50-$100 | $100+ |
| Customer Acquisition Cost | $25-$50 | $10-$25 |
| Repeat Customer Rate | 25-35% | 40%+ |
Service Business Benchmarks (Agencies, Consultants, Coaches)
| KPI | Good Performance | Excellent Performance |
|---|---|---|
| Project Profitability | 25-35% margin | 40%+ margin |
| Client Retention | 60-70% | 75%+ |
| Utilization Rate | 70-75% | 80-85% |
| Revenue Growth | 15-25% YoY | 30%+ YoY |
Fitness Studio & Gym Benchmarks
| KPI | Good Performance | Excellent Performance |
|---|---|---|
| Monthly Churn Rate | 5-7% | 2-4% |
| Member Lifetime Value | $1,500-$2,500 | $3,000+ |
| Lead Conversion Rate | 20-30% | 35-40% |
| Class Utilization | 65-70% full | 80%+ full |
Restaurant Benchmarks
| KPI | Good Performance | Excellent Performance |
|---|---|---|
| Food Cost % | 28-32% | 25-28% |
| Labor Cost % | 28-35% | 25-30% |
| Average Check | $20-$35 | $35-$50+ |
| Table Turnover | 1.5-2x/shift | 2-2.5x/shift |
How to Use These Benchmarks
- Calculate your current KPIs using our free calculator
- Compare to benchmarks for your industry—where are you strong?
- Identify gaps—which KPIs are dragging you down?
- Set targets—aim for “excellent” performance within 12 months
- Track monthly—are you trending toward your targets?
The Benchmark Trap to Avoid
Benchmarks are helpful, but remember: your business is unique. A benchmark is a starting point, not a ceiling. The best companies obsess over their own metrics and trends, not industry averages.
Focus on:
- Your month-to-month improvement
- Relative to YOUR baseline (were you at 2% conversion last month? Get to 2.5% next month.)
- Where you have a competitive advantage