Subscription Boxes - What's the Average Conversion Rate?

A month ago, I did a review of the website to change things around. The journey from sort of ending up at the website all the way through to checking out was super easy. So like with the gifts, then they're vouchers rather than you having to put loads of details in about the person you're sending them to. But yeah, the thing is that the conversion rate seems quite low and I'm getting traffic to the website but people just aren't buying.