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.
What is a good landing page conversion rate?
Across all 8 industries in the Unbounce Conversion Benchmark Report, the cross-industry median is 6.6%. Beating that median is a solid first goal; the "top performers" column shows what the best pages in each industry achieve. If your page converts well below your industry median, fixing the page is usually cheaper than buying more traffic.
Deep dive: landing page conversion rate benchmarks by industry · average ad conversion rate by industry
Frequently Asked Questions
- What is a good landing page conversion rate?
- Across the Unbounce Conversion Benchmark Report, the cross-industry median landing page conversion rate is 6.6%. Above that median is good; reaching the "top performers" level for your industry (see the table) puts you among the best. A "good" rate is always relative to your industry and traffic intent.
- What is the average landing page conversion rate?
- The source publishes medians rather than means, and the cross-industry median is 6.6%. Medians are the better benchmark here because a small share of very high-converting pages skews any average upward.
- How do I calculate landing page conversion rate?
- Conversion rate = conversions ÷ unique visitors × 100. If a page gets 2,000 visitors and 90 sign-ups, its conversion rate is 4.5%. Use the same time window and the same conversion definition (lead, sale, sign-up) when comparing against benchmarks.
- How can I improve my landing page conversion rate?
- Match the headline to the ad or keyword that brought the visitor, keep one clear call to action, shorten forms, add proof (reviews, logos, guarantees) near the CTA, and make the page fast on mobile. Then A/B test one change at a time.
Turn a conversion rate into cost with the Google Ads cost calculator, or read what conversion rate means →