The average landing page conversion rate is 6.6%.
That is the median across all industries in Unbounce's 2024 Conversion Benchmark Report, which covered more than 41,000 landing pages, 464 million unique visitors and 57 million conversions.
By industry, medians run from 3.8% for SaaS to 12.3% for events and entertainment, so a good rate depends on what you sell and where your traffic comes from.
Below are the benchmarks, what counts as good, the full industry table, and real A/B tests from our database showing the rates real landing pages hit before and after a change.
Average landing page conversion rate
A landing page conversion rate is the share of visitors who complete the page's goal, such as a form fill, sign-up or purchase.
The formula is conversions divided by unique visitors, times 100. A page with 46 conversions from 550 visitors converts at 8.36%. Our conversion rate calculator does the math.
The most-cited benchmark comes from Unbounce, a landing page builder that measures pages hosted on its own platform.
Its methodology page says the 2024 data runs from July 23, 2023 to July 23, 2024. Pages with fewer than 50 visitors or zero conversions were dropped, as were industries or conversion types with fewer than 400 pages, and topics such as political campaigns, religious topics and terms-and-conditions pages.
Median, not mean
Unbounce reports most figures as medians: half the pages convert above 6.6% and half below.
That matters because a handful of pages converting at 40% or more would drag an average upward.
When you see a "landing page average" quoted somewhere else, check whether it is a median or a mean before you compare.
Why this number is higher than your website's
A 6.6% landing page median is not comparable to a site-wide conversion rate.
Dedicated landing pages have one goal, usually get campaign traffic that clicked a specific offer, and often ask for an email rather than a payment.
A whole website mixes browsers, returning customers, job seekers and support visits.
For site-wide figures, see our website conversion rate benchmarks.
Traffic source changes the benchmark
Across all industries, Unbounce found these average conversion rates by channel.
Each industry page breaks them down further, and the order changes by industry.
| Traffic source | Average conversion rate (all industries) |
|---|---|
| 19.3% | |
| Paid social | 12% |
| Google search ads | 11.3% |
| Paid search (all engines) | 10.9% |
Email converts best because it reaches people who already know you.
Within paid social, Instagram (17.9%) and Facebook (13%) led, per the same report.
Unbounce also found desktop converted 8% better than mobile on average.
What is a good landing page conversion rate?
A good landing page conversion rate is one above the median for your industry and traffic source.
Above the median, your page converts better than most comparable pages.
Below it, there is likely room to improve.
For a general rule across industries, beating 6.6% puts you ahead of the typical Unbounce page, but a SaaS demo page at 5% is doing well while an insurance quote page at 5% is not.
Three things decide whether your number is good.
- The size of the ask. A free checklist download converts far higher than a sales-call request or a paid order. Unbounce notes that it counted conversion events, not their value, so a page with fewer but bigger conversions can still be the better page.
- The traffic. Email visitors and branded searchers convert higher than cold social traffic. Compare a paid social page to the paid social benchmark, not the all-traffic one.
- What you count. Some teams count step 1 of a multi-step form as the conversion. Others count only the final submit. Those two numbers can differ several times over.
What real landing pages convert at
Benchmarks give you the middle of the pack.
Our database shows the actual rates that landing pages hit in controlled tests, and how far a single change moved them.
| Test | Who ran it | Before | After |
|---|---|---|---|
| Shorter landing page before a tax claim form | Apexure | 1.02% | 1.77% |
| Cleaner masthead on a freight quote page | Open Mile | 3.95% | 13.11% |
| "Expert opinion" heading above a clinic booking form | Ultraviolet Digital | 4% | 9.5% |
| Testimonials moved higher on a lead page | KlientBoost | 12.28% | 23.62% |
| Social proof plus testimonials on a lead page | KlientBoost | 33.22% | 43.52% |
The spread is the point. The tax claim page measured end-to-end leads and started near 1%.
The KlientBoost pages measured landing page conversions for unnamed lead-gen clients and started near 30%.
Neither is "bad" without knowing the offer, the traffic and the metric.
The Open Mile result also shows how far below the median a page can sit simply because of clutter.
The quote page moved from 3.95% to 13.11% after the team swapped a busy masthead for a clear headline about free, fast rates and removed the social buttons near the CTA.
That was a bundled redesign, so no single change gets the credit.
Landing page conversion rate by industry
Here are the median landing page conversion rates for the nine industries in Unbounce's 2024 report, with sub-industry figures from each industry page where Unbounce published them.
| Industry | Median conversion rate | Sub-industry notes |
|---|---|---|
| Events and entertainment | 12.3% | Not broken down on the overview |
| Education | 8.4% | Not broken down on the overview |
| Financial services | 8.3% | Insurance 18.2%, credit and lending 8.8%, investing 3.9% |
| Legal | 6.3% | Disability and family law 6.3%, immigration law 5.6% |
| Commercial and professional services | 6.1% | Repair and maintenance pages convert almost 3x better than home and renovation |
| Health and wellness | 5.1% | Not broken down on the overview |
| Travel and hospitality | 4.8% | Not broken down on the overview |
| Ecommerce | 4.2% | Food and beverage 7.1%, auto and industrial parts 5.1%, fashion and beauty 1.3% |
| SaaS | 3.8% | Hardware 4.1%, data and infrastructure 3.3% |
| All industries | 6.6% | Source: Unbounce 2024 Conversion Benchmark Report |
The ranges inside each industry are wide. In disability law, Unbounce says most pages convert between 0.8% and 21.4%.
Sub-industry gaps are often bigger than the gaps between industries, so match yourself to the closest sub-industry where one exists.
Why industries differ
Industries with a small, free ask tend to convert higher.
Event registrations and insurance quotes take a minute and cost nothing up front.
SaaS pages often ask for a demo or a trial and sell a complex product, which Unbounce gives as the reason SaaS trails the field at 3.8%.
Ecommerce landing pages usually ask for a purchase, which is a much bigger step than a form.
Channel mix differs by industry too. In SaaS, Unbounce found email converting at 16.9% versus 4.1% for paid search and just 0.3% for display ads.
In legal, paid search led at 8.3% while email trailed at 2.7%.
In financial services, paid search (10.1%) beat email (7.9%).
Our SaaS conversion rate benchmarks and ecommerce conversion rate by industry pages go deeper on those sectors.
Readability links to conversion rate, but that is a correlation
Unbounce found that pages written at a 5th to 7th grade reading level converted at 11.1%, compared with 5.3% for professional-level writing.
Financial services was the exception, where more complex language could help.
These are correlations across many pages, not a controlled test, so treat them as a reason to test simpler copy rather than a promised lift.
How tested landing pages beat their benchmark
Benchmarks tell you where you stand. Tests tell you what moves the number.
Here are patterns from landing page tests in our database, with the caveat that a lift on someone else's page is a hypothesis for yours, not a guarantee.
Send paid traffic to a dedicated page
Penn Foster sent paid brand search traffic either to its homepage or to a dedicated, fast-loading landing page with two clear CTAs.
Across about 35,000 visitors in a 24-day 50/50 split, the landing page lifted click-to-lead rate by 202%.
Remove exits
HubSpot removed navigation, footer links and share buttons from five landing pages.
Middle-of-funnel pages gained 16% to 28% in conversions, while top-of-funnel pages gained 0% to 4%.
The same change helped most where the ask was biggest.
Not every redesign wins
Uncommon Knowledge tested a simpler, modern redesign of its opt-in page against the older magazine-style version.
The original got 19.55% more sign-ups. A page that looks dated can still match its audience better than one that follows design trends.
ApexureIf your page sits below your industry median, start with the basics in our lead-gen landing page tests, or browse every lead-gen test.
Before you call a winner, make sure the test ran on enough traffic.
Small pages with a few hundred visitors can swing several points by chance.
Where these numbers come from and their limits
Every figure on this page comes from Unbounce's 2024 report unless it links to a test in our database.
Unbounce's sample only includes pages built on its own platform.
That skews toward marketers running dedicated campaign pages, and it excludes pages with fewer than 50 visitors or no conversions, which likely pushes the median up a little.
The data is also from July 2023 to July 2024. As of November 2026, it is still the most recent large, cross-industry landing page benchmark with a published methodology that we could verify, so we use it and say so rather than quote newer figures we cannot trace.