Landing Page Conversion Rate Benchmarks by Industry (2024 Data)
Published July 5, 2026
What Is a Landing Page Conversion Rate?
A landing page conversion rate is the percentage of visitors who complete a desired action on your landing page, such as filling out a form, clicking a button, or making a purchase. It's calculated by dividing the number of conversions by the total number of visitors and multiplying by 100.
How to Calculate Landing Page Conversion Rate
To calculate your landing page conversion rate, use this formula:
Conversion Rate = (Conversions ÷ Total Visitors) × 100
For example, if your page receives 1,000 visitors and 50 conversions, your conversion rate is 5%.
What Is a Good Landing Page Conversion Rate?
According to the Unbounce Conversion Benchmark Report (Q4 2024), the cross-industry median landing page conversion rate is 6.6%. However, "good" varies significantly by industry. Top performers in any industry often achieve rates 2–5x higher than the median.
Landing Page Conversion Rate Benchmarks by Industry
Below are the median landing page conversion rates by industry, based on data from Unbounce's Q4 2024 report (sample: 41,000 landing pages, 464 million visitors, 57 million conversions).
| Industry | Median Conversion Rate | Top Performers (≥) |
|---|---|---|
| Events & Entertainment | 12.3% | 40%+ |
| Financial Services | 8.4% | 15%+ |
| B2B (general) | 1–3% | 13%+ |
| Healthcare | 3–4% | 20%+ |
| SaaS | 3.8% | 11.6%+ |
| Education | 2.8% | 10%+ |
| Real Estate | 2.7% | 8%+ |
| Ecommerce | 2.35% | 10%+ |
Note: B2B and Healthcare are reported as ranges because the median varies. Top performers represent the conversion rate achieved by the best 20% of pages in that industry.
How to Improve Landing Page Conversion Rate
1. Align Your Offer with the Ad
Ensure the headline, copy, and call-to-action (CTA) on your landing page match the ad that brought the visitor. Consistency builds trust and reduces bounce rates.
2. Simplify the Design
Remove distractions like navigation links, sidebars, or excessive images. Focus on a single goal and keep the layout clean.
3. Optimize Your CTA
Use action-oriented language (e.g., "Get Your Free Quote" instead of "Submit"). Place the CTA above the fold and consider using contrasting colors.
4. Speed Up Load Time
A one-second delay can reduce conversions by 7%. Compress images, enable caching, and use a fast hosting provider.
5. A/B Test Continuously
Test variations of headlines, images, CTA copy, and form fields. Even small changes can lead to significant improvements.
6. Build Trust with Social Proof
Include testimonials, reviews, trust badges, or case studies near your CTA to reassure visitors.
7. Shorten Forms
Only ask for essential information. Each additional field can reduce conversion rates by 10% or more.
Landing Page Conversion Rate Statistics
- Cross-industry median: 6.6%
- Highest median by industry: Events & Entertainment (12.3%)
- Lowest median: Ecommerce (2.35%)
- Top performers in Healthcare can achieve 20%+ conversion rates
These figures come from the Unbounce Conversion Benchmark Report (Q4 2024), which analyzed over 41,000 landing pages.
What's a Good Landing Page Conversion Rate for Your Industry?
Compare your rate to the median for your industry above. If you're below median, focus on the improvement strategies listed. If you're near or above top-performer levels, you're doing exceptionally well.
Remember: benchmarks are directional. The best benchmark is your own historical performance. Track trends over time and optimize based on your unique audience.