Evaluation-stage benchmarks cover users comparing options, reading proof, and looking for evidence that narrows a shortlist. Engaged time, content conversion, demo-assist rate, and comparison-page conversion.
Use these labeled KPIs together instead of judging evaluation performance from one headline number. Conversion-sensitive metrics update when you change the conversion type above.
| Metric | Median | Top Quartile | What It Tells You |
|---|---|---|---|
| CTR | 2.4% | 4.1% | Creative and message-to-audience fit |
| CPC | $2.80 | $1.65 | Click acquisition efficiency |
| CVR | 3.4% | 6.2% | Landing-page and offer effectiveness |
| CPA | $82 | $45 | Cost to generate the selected conversion |
| CPM | $12.40 | $7.80 | Auction pressure and reach efficiency |
| ROAS | 3.1x | 5.2x | Revenue efficiency where purchase value is tracked |
Engaged time, content conversion, demo-assist rate, and comparison-page conversion. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Funnel Stage | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Evaluation | 3.6% | 2.9% | 5.8% | 1.2% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| Strength of proof and differentiation | Changes how engaged time, content conversion, demo-assist rate, and comparison-page conversion. |
| Content depth and decision support | Changes how engaged time, content conversion, demo-assist rate, and comparison-page conversion. |
| CTA fit for a mid-intent visitor | Changes how engaged time, content conversion, demo-assist rate, and comparison-page conversion. |
Evaluation-stage benchmarks cover users comparing options, reading proof, and looking for evidence that narrows a shortlist.
Evaluation-stage pages do their best work when they remove uncertainty and make the next step feel lower risk and more specific.
Evaluation-stage pages do their best work when they remove uncertainty and make the next step feel lower risk and more specific.
Evaluation-stage pages do their best work when they remove uncertainty and make the next step feel lower risk and more specific.
They a useful support layer because users in evaluation behave differently from broad consideration or immediate purchase visitors.
Specific proof, clear tradeoff framing, and next-step CTAs that match buyer readiness usually drive the best performance.