The problem with conversion rates is that you never know how much you could achieve with the best possible site. Is your rate already exceptionally high and your time could be better invested elsewhere? Or is there lots of room for improvement and optimizing your site should be priority number one? Every market is different in regards to buyer behaviour, competition and lots of other factors that you don't control. This can have a massive effect on your conversion rate and unless you know a direct competitor's conversion rate, you'll have no idea how your site is performing in regards to its circumstances. How to solve this problem: Compare the conversion rate ratio for your company name / your own branded product as a keyword vs. the conversion rate for all other keywords. Is it 3:1, 5:1, 10:1 or 20:1? This way you compare people who land on your site usually not specifically looking for your products (we assume your site does the main job of convincing them to buy) and those that specifically look for your product/company (and might be significantly less influenced by the actual site because they know it already or are not as sensible towards site problems / downturns). Example: Conversion rate for google traffic: 1% Conversion rate for google traffic for your company name: 25% Ratio: 25 : 1. In other words: Bad, room for lots of improvement. Personally, using the formula above, I think that anything below 5 is a solid value. But maybe we can get a better idea if others chime in. What are your ratios?
This may be hard to equate with other persons goals. I have a way higher conversion from Google, but all I am trying to do is get them to become a member. If I was looking for conversion to make a sale I am sure it would be much different.