In Internet marketing, a general rule of thumb on conversions of traffic from visitor to buyer is 1 percent, meaning one sale for every 100 visitors to your site. The more your site is optimized for specific, high volume search terms that have a low threshold of competing pages, the better.

Bear in mind that it's wise to have multiple landing pages for the various offers you're putting out.
Here, each landing page needs to be optimized for specific factors (price, multiple buys, headlines, image use etc.,.) because all landing pages and offer pages are NOT created equally.

Conversions can also be traced to how frequently your site is updated. Sites with regularly updated content (for which read blog-based sites or sites with articles on them) get crawled more often and ranked accordingly because they're seen as having content that's fresher and therefore more relevant, which helps boost page rank.

To be honest with you, I doubt that there is such a document. In any case, what would you need it for? If your business is doing well, what's the problem - and if your business is not doing well then knowing how your competitors are doing won't help you.

From my point of view if it is the latter, follow Gary's advice and spruce up your site. Another hint is to keep each landing page "clean" - that is to say keep one keyword (or phrase) per landing page. That way you will find out which of your landing pages are working and which not.

See: http://www.linkedin.com/groups/Average-conversion-rates-lead-generating-368... and http://www.searchmarketingstandard.com/what-is-the-average-conversion-rate

great links, Jay, thanks! I agree with Moriarty that you should look foremost at your own company, but also feel the need to see how it is doing compared to successful others: this gives you ideas about your unfulfilled potential and a few tips on how to reach it!

happy new year to you all!

Hi,
It is really about increasing revenue. As we start 2013 set some goals and an action plan to get revenue to $x/month by the end of the year with intermediate goals for each quarter.
To increase revenue:
1.increase traffic
2.Reduce Bounce rate
3. Increase conversion rate
4. increase average order value

Schedule to take one or two actions each month to drive the four metrics.
A small improvement in each will have a significant impact on the revenue generated.

The average industry conversion rates will not be a major concern any longer.