Before comparing conversion rates, align the denominator first. The value varies depending on whether it is session-based or user-based, the number of conversions, or the number of sessions in which at least one conversion occurred. For example, you can set inquiry completion as a key event and then see changes and the actual number of valid inquiries under the same period, channel, and device conditions.
Rather than targeting an industry-wide average, create a baseline that maintains current measurement conditions. Even if the conversion rate increases, sales or profits do not increase at the same rate if order value, cancellation/refund, and customer quality change.