Average landing page conversion rate: benchmarks by industry and traffic source, with what each study measured

The average landing page conversion rate was 6.6% across all industries in Unbounce's fourth quarter (Q4) 2024 benchmark data, and that figure is a median, not a mean. Unbounce analyzed 41,000 landing pages with 464 million visitors. Industry medians ranged from 3.8% to 12.3%, so compare your page with its own industry and traffic source before you decide it needs work.

What is the average landing page conversion rate?

The median landing page conversion rate across all industries was 6.6% in Unbounce's Q4 2024 benchmark data. If you need one number to compare your page against this quarter, use that one.

The sample was large. In Q4 2024, Unbounce analyzed 41,000 landing pages with 464 million visitors and 57 million conversions. The report also says that where it did not see enough volume to stand behind a number, it pulled it. So thin segments never made it into the published figures.

Why it is a median, not an average

Unbounce reports the middle value because averages get skewed when extreme outliers exist, and what counts as a conversion varies a lot from page to page. A single page converting at a very high rate could drag a mean upward. A median is less exposed to that.

Industry matters. Across nine industries, median conversion rates range from 3.8% to 12.3%. The 6.6% figure blends all of them.

What the 6.6% measures

Covered by the benchmark	Outside it (our reading)
Landing pages built on Unbounce, a landing page builder	Whole websites and multi-page sessions
Counts of conversion events	Checkout and cart completion rates
Pages with enough volume to report	Pages built on other tools

The data only looked at conversion events, not the value per conversion event. A page below the median can still earn more if each conversion is worth more.

Check your own page against it

Unbounce defines the rate as Total conversions / Total visitors = Conversion rate percentage. Pull the numbers for one page and one conversion goal, then run this:

Page: ______________________
Conversion goal (one action only): ______________________
Date range: ______ to ______

Conversions:            ______
Unique visitors:        ______
Conversion rate:        conversions / visitors = ______
Benchmark to compare:   all-industry median, or your industry median
Gap:                    your rate minus benchmark = ______

As an example, not a benchmark: a page with 5,000 visitors converting at 0.03 produces 150 conversions. That 3% rate sits below the 6.6% all-industry median. Compare it to your industry's median before you decide it needs work. Then weigh what each conversion is worth.

For reference, Unbounce calls a conversion rate of 10% or above "good" in general. For page-level examples of what moves these numbers, see our landing page teardowns.

Is the benchmark a median or an average?

In our reading, the headline figure from the previous section is a median, even though most roundups, and Unbounce's own opening answer, call it an average. Unbounce raised the question directly in its report write-up: "Why use the median instead of a true average?" Outliers are one reason.

A five-page example

This is an illustration, not a benchmark. Each page gets 5000 visitors. Four of them convert at 0.03, so each of those four produces 150 conversions (0.03 × 5000).

Page   Visitors   Conversion rate   Conversions
A      5,000      3%                150
B      5,000      3%                150
C      5,000      3%                150
D      5,000      3%                150
E      5,000      40%               2,000

Mean of rates   = (3 + 3 + 3 + 3 + 40) / 5 = 52 / 5 = 10.4%
Pooled rate     = 2,600 conversions / 25,000 visitors = 10.4%
Median          = middle value of 3, 3, 3, 3, 40 = 3%

Four of the five pages convert at 3%. One page with a looser definition of "conversion" did all of that work. The median ignores how extreme page E is and reports what the middle page does, which is the number you actually want to compare your own page against.

Why roundups mislabel the figure

In our reading, the slip happens because "average" is the word readers search for, and writers repeat it without checking which statistic the study reported. You can see it inside a single article: a 2026 SaaS benchmark piece presents Unbounce's industry figures in a column headed "Median conversion rate," then describes the SaaS figure as "a blended average across every SaaS landing page, every traffic source, every type of conversion action." Both labels sit on the same number.

The practical cost is small but real. If you set a quarterly target off a figure you think is a mean, you are comparing your page to a different statistic than the one the study reported. Before you put a benchmark in a plan, check three things:

1. Which statistic it is. Look for the word "median" in the methodology, not the headline.
2. What counted as a conversion. A purchase, a demo request and a newsletter signup do not belong in the same comparison.
3. What your own number is. If you report a blended rate across several pages, also take the median of your page-level rates so you compare like with like.

How to calculate your conversion rate so it matches the benchmark

Use the same arithmetic the benchmark studies use, on the same kind of page, counting the same kind of action. Most mismatches come from the second and third parts, not the math.

Conversion rate (%) = (conversions / visitors) x 100

Conversions = visitors who completed the ONE action the page exists for
Visitors    = visitors who landed on THAT page in the same date range

As an example, not a benchmark: a page with 5,000 visitors that converts at 0.03 produces 5,000 x 0.03 = 150 conversions, which is a 3% rate.

Why small moves matter

SeedProd shows the scale effect. In its example, if a page gets 100,000 monthly visits and the conversion rate rises from 2% to 2.5%, that creates 500 more customers per month. That half-point lift is the case for measuring carefully. If your rate is off by a definitional error, you can miss or invent a gain of that size.

Match the page type and the action

GetResponse lists several types of landing pages, such as lead gen landing pages, click‑through landing pages, thank you landing pages, sales landing pages, and webinar registration pages. Each one asks for a different action, so each one produces a different rate. A lead generation page, for instance, exists to collect visitor information, typically through a form.

Page type	Conversion action to count	What to compare against (our reading)
Lead generation	Form submitted	Lead generation benchmarks only
Click-through	Click to the next page, such as pricing or checkout	Click-through rates, not purchases
Sales	Purchase completed	Sales or ecommerce page figures
Webinar registration	Registration submitted	Registration benchmarks only

Thank-you pages sit after the conversion, so we leave them out of this calculation.

Why a homepage or checkout rate does not compare

GetResponse draws the line plainly: while a website is designed for exploration, a landing page is designed for conversion. A homepage splits visitors across navigation, pricing, blog and login. Dividing one goal by all of them gives a rate that is not built the same way as a single-goal landing page rate. We think comparing the two will make the homepage look weak for reasons unrelated to its design.

A checkout rate has the opposite problem. Its visitors have already chosen to buy, so the denominator is pre-filtered. In our reading, that rate will look strong against any landing page benchmark, and the comparison tells you nothing.

A checklist for this week

1. Pick one page and write down its single intended action.
2. Count only that action as a conversion. Ignore secondary clicks.
3. Use visitors to that page, for the same date range, as the denominator.
4. Note the page type from the table above, and compare only against figures for that type.
5. Record the traffic source alongside the rate, so later comparisons by channel stay clean.

Landing page conversion rate by industry

Industry medians spread widely, so compare your page to its own row, not to the all-industry figure from earlier. The table keeps the source and the conversion definition on each row so you can see what each number measured.

The three published industry medians range from 12.3% for events and entertainment down to 3.8% for SaaS and technology.

Median landing page conversion rate by industry, Q4 2024Per cent

Median landing page conversion rate by industry, Q4 2024

Item	Value, %
Events and entertainment	12.3%
Financial services	8.4%
SaaS and technology	3.8%

Industry	Median conversion rate	Source	What counts as a conversion (our reading)
Events and entertainment	12.3%	Unbounce Q4 2024 data, as reported by Humbl Design	Usually a ticket, registration or signup action; check that yours is the same
Financial services	8.4%	Unbounce Q4 2024 data, as reported by Humbl Design	Often a quote, application or lead form; confirm before comparing
SaaS and technology	3.8%	Unbounce SaaS benchmark report	Demos, free trial signups, gated resource downloads, and webinar signups

Two more figures put the SaaS row in context. Unbounce puts the SaaS median 42% lower than the all-industry baseline. Within SaaS, hardware pages convert the best at 4.1%, while data and infrastructure pages convert at 3.3%. Humbl Design gives one explanation: the SaaS conversion action is usually a signup or demo request, not a simple form fill.

For the top of the range, Humbl Design reports that top performers in any industry reach 10, 15% or higher. Treat that as a ceiling to study, not a target for a page you have not tested yet.

Worked example

These are example inputs, not a benchmark. A SaaS trial page with 5,000 visitors converting at 0.03 produces 150 signups. At the 3.8% SaaS median, the same 5,000 visitors would produce 190 signups.

We think the gap tells you more than the percentage does. Forty signups is a number you can put a cost on.

Use this row to log your own page next to its industry median before you change anything:

Page:                     ______________________
Industry row used:        ______________________
Conversion action:        ______________________  (same as the benchmark row? yes / no)
Visitors (period):        ______
Conversions (period):     ______
Your rate:                conversions / visitors = ______
Industry median:          ______
Conversions at median:    visitors x median = ______
Gap:                      conversions at median - your conversions = ______

If the conversion action does not match the row, the comparison does not hold. Fix the definition first, then read the gap.

What is a good conversion rate for a SaaS landing page?

The SaaS median sits well below the all-industry figure, as the industry section showed. In our reading, the main reason is the size of the ask. Booking a demo costs a visitor time and usually a sales call. Registering for an event costs a few seconds. We think that gap in commitment explains more of the SaaS shortfall than page quality does.

In Unbounce's SaaS data, median conversion rates ranged from 16.9% for email traffic to 0.3% for display traffic.

SaaS landing page median conversion rate by traffic channelPer cent

1. Email16.9%
2. Paid search4.1%
3. Paid social2.9%
4. Display0.3%

SaaS landing page median conversion rate by traffic channel

Item	Value, %
Email	16.9%
Paid search	4.1%
Paid social	2.9%
Display	0.3%

Page type makes this visible. Humbl Design reports Daydream's 2026 benchmark data for B2B SaaS companies doing $5M-$50M ARR (annual recurring revenue):

Page type	Median conversion rate
Self-serve / trial signup pages	4 to 10%
Demo request pages	1.5 to 4%

Judge your rate against the ask on that page. In Humbl Design's words, "A 3% conversion rate on a demo request page for a $500/month B2B SaaS is solid." The same 3% on a trial page that asks only for an email address points to a problem.

Why the mobile share changes how you read your number

Unbounce found that "In SaaS, 79% of all landing page visits happened on mobile devices." Its SaaS averages for mobile (6.4%) and desktop (6.2%) were close. Humbl Design puts mobile roughly 40% lower than desktop across most B2B SaaS pages. These are different datasets, so your own split is the one that counts.

The practical point is that your blended rate is mostly a mobile rate. If your phone visitors convert below your desktop visitors, a mobile fix moves the whole number.

Take an example, not a benchmark: a page with 5000 visits converting at 0.03 produces 150 conversions. Before you compare that 3% to the median, break it out three ways.

1. Split by device. Compare mobile and desktop rates for the same page and the same period.
2. Split by channel. In Unbounce's SaaS data, email converted at a median of 16.9%, paid search at 4.1% and paid social at 2.9% (Unbounce). Display ads converted at 0.3% (Unbounce), so a heavy share of display traffic will pull a blended rate down.
3. Split by conversion action. Compare demo pages with demo benchmarks and trial pages with trial benchmarks.

If your conversions come too late to judge a page on, our note on what is a good activation rate covers the next step. Our piece on delivering value before signup covers ways to shrink the ask itself.

How do conversion rates differ by traffic source?

In our reading, traffic source moves the number more than most page edits do. Unbounce's software as a service (SaaS) report found that "Email traffic converts over 4x better than any other traffic source in SaaS." That is the email median from the earlier section, set against every paid channel.

Paid channels, one at a time

Inside paid social, the medians split sharply. Unbounce reported that Instagram traffic converts 3x better than Facebook, with Instagram at 9.2% and Facebook at 3.5%.

The same report carried a caveat. The top-performing pages using Facebook ads can still outperform the top-performing pages relying on Instagram ads, and the Facebook range for top pages was between 11% and 24%. In our reading, a low Facebook median says the typical campaign is weak. It does not say the channel is.

Paid search showed a similar split by platform. The SaaS median for Google search ads was 5.1%, while Bing ads converted at 1.9%.

So compare each campaign to the median for its own source, never to a blended site rate.

Why email needs clicks, not opens

Email open rates stopped being a clean signal. In GetResponse's data on messages sent in 2023, average email open rates were up by 12.84 percentage points (pp), while click-throughs grew by 1.36 pp.

An inflated open count tells you nothing about your landing page. The page's conversion rate starts at the click. GetResponse also suggested that, since conversion definitions differ, marketers look at the next best thing, such as the average click-through rate. For list-level numbers, see our lifecycle email benchmarks.

Here is an example with round inputs, not a benchmark. If an email sends 5,000 clicks to your page and the page converts at 0.03, that is 150 conversions. The opens behind those clicks do not enter the calculation.

Set it up this week

1. Report conversion rate per source, using the formula below.
2. Compare each row to the matching Unbounce median, not the all-traffic figure.
3. Drop opens from your landing page reporting.

Source conversion rate = conversions from source / landing page visits from source

Email (use clicks that reached the page, not opens):
Email page conversion rate = conversions from email / email clicks that loaded the page

How much can a landing page test lift conversion?

Digital Applied ran 2,000 A/B tests between October 2025 and March 2026. The agency reported that every test cleared 95% statistical significance with at least 1,000 sessions per variant. It also reported results as median lifts across the population of pages tested for each pattern.

Read those medians as one portfolio's results. They do not promise anything for your page. The sample skews toward mid- and upper-mid-market B2B and DTC. Tests that missed the session floor inside 30 days were dropped, about 11% of started tests. We think that filter tilts the published lifts toward pages with enough traffic to finish a test.

What the study reported

• On B2B SaaS, removing the hero section entirely beats most stock-image heroes.
• On lead-gen pages, form length mattered most: each extra field past 4 roughly halves conversion.

Check whether your traffic can run a test like theirs

This is an example, not a benchmark. A page with 5,000 monthly sessions at a 0.03 conversion rate produces 150 conversions a month. At the study's floor, a variant with 1,000 sessions at 0.03 yields 30 conversions. That is a small count to detect a modest lift from. If your page sits near those numbers, test bigger changes first, such as removing form fields or the hero, rather than button colors. Our guide on running a growth experiment covers sizing, and an ICE score helps you order the queue.

Test log (one row per test)
Page / funnel type:
Pattern changed:
Control conversion rate:
Sessions per variant (target):
Max run length (days):
Primary conversion event:
Result (lift, significance):
Decision (ship / drop / retest):

What visitors say they weigh

Survey work gives a different angle from A/B results. A study in Marketing Science & Inspirations surveyed 221 respondents, 216 of whom had visited a landing page after a click. It added 50 people interviewed in front of a real landing page to find which components visitors care about most when deciding whether to convert.

How to set your own target from your baseline

A benchmark tells you where your segment sits. It does not tell you what your own page should hit next. For that you need your own baseline, a target lift you can detect, and a clear rule for when to stop.

The method in four steps

1. Pick the matching segment median. Use the industry and traffic-source figure from the earlier sections that matches your page type. It is a sanity check, not your target.
2. Measure a 30-day baseline. Take conversions divided by unique visitors for the last 30 days, from the same traffic sources you plan to test. That rate is your control.
3. Decide with a chi-squared test. It answers one question: are the conversion rates statistically distinguishable? Run it once, after both variants reach the planned sample, and not before.

Worked example

This uses round example inputs, not benchmarks: a 3% baseline and 5,000 visitors a week. The full calculation is in the block.

INPUTS (example, not a benchmark)
Baseline (p1):           3%  (0.03)
MDE:                     1 point absolute, target 4% (p2 = 0.04)
Significance:            95% confidence (two-sided, z = 1.96)
Power:                   80% (z = 0.84)
Weekly traffic:          5,000 visitors, split 50/50

FORMULA
n per variant = (1.96 + 0.84)^2 x [p1(1-p1) + p2(1-p2)] / (p2 - p1)^2
             = 7.84 x [0.0291 + 0.0384] / 0.0001
             = 7.84 x 675
             = about 5,292 visitors per variant

WEEKS
Visitors per variant per week = 5,000 / 2 = 2,500
Weeks = 5,292 / 2,500 = about 2.1, so run 3 full weeks

IF IT RUNS PAST A QUARTER (13 weeks)
- Raise the MDE: test a bigger change worth a bigger lift
- Move the test to a higher-traffic page or source
- Drop to one variant against control

DECISION RULE (after the planned sample is reached)
p < 0.05 and variant higher  -> ship the variant
p < 0.05 and variant lower   -> keep control, log the loss
p >= 0.05                    -> keep control, log as inconclusive

In our reading, the step that most often goes wrong is the stop. Checking the result every day and stopping on the first good number inflates false wins. Fix the sample size in advance and hold to it.

Steps for this week

• Pull your 30-day baseline for the page and source you will test.
• Enter it with your MDE in the A/B test sample size calculator.
• Divide the per-variant result by half your weekly visitors, then round up to full weeks.
• If the answer runs past a quarter, raise the MDE or pick a busier page.
• Log the test, its planned stop date and the decision rule in the growth experiment backlog template.

What this page does not cover

This page covers landing page conversion rates only. It does not cover whole-website, multi-page session or checkout completion rates, and it does not measure the value of each conversion. It is not financial or legal advice.