Landing Page Conversion Rate by Industry
Median landing page conversion rate by industry, from the Unbounce Conversion Benchmark Report (Q4 2024). This is the page conversion rate (visitors → leads/sales), distinct from your ad click-through or ad conversion rate. The cross-industry median is 6.6%.
| Industry | Median conversion rate | Top performers |
|---|---|---|
| Events & Entertainment | 12.3% | 40.0% |
| Financial Services | 8.4% | 15.0% |
| SaaS | 3.8% | 11.6% |
| Healthcare | 3–4% range | 20.0% |
| Education | 2.8% | 10.0% |
| Real Estate | 2.7% | 8.0% |
| Ecommerce | 2.35% | 10.0% |
| B2B (general) | 1–3% range | 13.0% |
Source: Unbounce Conversion Benchmark Report （Q4 2024）· via apexure.com (republishes Unbounce Q4 2024 per-industry medians)
Note: the source publishes each industry's median and top performers. B2B and Healthcare are given as ranges (e.g. 1–3%), shown as-is with the midpoint used only for sorting. The source does not publish strict quartiles or means, so those columns are omitted — no values are estimated.
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