It's hard for me to say whether 32% is 'normal', as I'm not familiar with the average stats of your industry and more specifically your competition.  On the surface, yes, 32% seems impressively high, and I'm sure your client is excited about 1 in 3 converting into a lead.  That being said, what ultimately matters, of course, are the closing rates of your client.  100% of the traffic could convert into leads, but if they don't close, the efforts are not producing actual value, regardless of how well the audience responds to the website.

I checked out the site you are referring to, and my initial thoughts were that it was a pretty good looking, clean, non-spammy site with a clear call to action.  There does not seem to be anything misleading or incentivizing that would artificially inflate form conversion rates, so I would suspect that the users are genuinely interested in receiving an estimate for shipping, which would help closing rates.

One thought I have stems from my own experience transporting a vehicle across the country.  When looking for free estimates, I went to as many sites as I could find, and as long as I wasn't completely turned off by the site, I requested an estimate and therefor converted into a lead.  Of course, if I went to 10 different companies, that is a lot of entities competing for my business.  I based most of my decision on price, as I believe most do, and so for me, when I was checking out my options, comparing many estimates was free and required minimal investment on my part.  Therefore, I happily converted into a lead for several companies.  I didn't have any obligation or to buy anything, and because the move had to occur and I had to select a company, I took the path of least resistance and gathered multiple quotes in a short time.  It wouldn't surprise me if many others view this research and decision-making in a similar fashion.

Bottom line, I don't know whether or not 32% is abnormally high or in line with competition, but it doesn't surprise me that conversion rates would be high, given the nature of the service.  Like I said, for the company what ultimately matters is sales, but that is the responsibility of the company and a result of the value potential customers perceive from the services offered.  Since I don't see anything that suggests that users are misled when visiting the site or anything strange with the quote form, if your data continues to confirm what you've seen recently, I'd suspect that you are doing your job, and doing it well.

It's hard for me to say whether 32% is 'normal', as I'm not familiar with the average stats of your industry and more specifically your competition.  On the surface, yes, 32% seems impressively high, and I'm sure your client is excited about 1 in 3 converting into a lead.  That being said, what ultimately matters, of course, are the closing rates of your client.  100% of the traffic could convert into leads, but if they don't close, the efforts are not producing actual value, regardless of how well the audience responds to the website.

I checked out the site you are referring to, and my initial thoughts were that it was a pretty good looking, clean, non-spammy site with a clear call to action.  There does not seem to be anything misleading or incentivizing that would artificially inflate form conversion rates, so I would suspect that the users are genuinely interested in receiving an estimate for shipping, which would help closing rates.

One thought I have stems from my own experience transporting a vehicle across the country.  When looking for free estimates, I went to as many sites as I could find, and as long as I wasn't completely turned off by the site, I requested an estimate and therefor converted into a lead.  Of course, if I went to 10 different companies, that is a lot of entities competing for my business.  I based most of my decision on price, as I believe most do, and so for me, when I was checking out my options, comparing many estimates was free and required minimal investment on my part.  Therefore, I happily converted into a lead for several companies.  I didn't have any obligation or to buy anything, and because the move had to occur and I had to select a company, I took the path of least resistance and gathered multiple quotes in a short time.  It wouldn't surprise me if many others view this research and decision-making in a similar fashion.

Bottom line, I don't know whether or not 32% is abnormally high or in line with competition, but it doesn't surprise me that conversion rates would be high, given the nature of the service.  Like I said, for the company what ultimately matters is sales, but that is the responsibility of the company and a result of the value potential customers perceive from the services offered.  Since I don't see anything that suggests that users are misled when visiting the site or anything strange with the quote form, if your data continues to confirm what you've seen recently, I'd suspect that you are doing your job, and doing it well.