Dan is 100% correct. Conversion always depends on Many factors. I have seen few sites or few categories where the conversion is even less than 1%. Building brand and trust is also important. As you build trust, your conversion increases. If you have similar products and services that your competitors sell then pricing plays a major role, else you need to have differentiation and define your target customers.

Also I would advice you to Focus on the following

1. Enhance the speed of site and make the design as simple and standard as possible
2. Mobile Layout and APP
3. Always help and engage your customers by giving lot of inputs from various mediums and drive traffic to your website from that. This helps you attain very good conversion (better than paid click ads of google and facebook)
4. Give good customer service
5. Devise a strategy to make customers buy from you again and again
6. Never follow one method. Try experimenting different ways to find out which works for you

Hope this information helps