Landing page conversion rate benchmarks
Landing page conversion rate is the share of landing page visitors who complete the page's one offer. Here is every published figure we can show, side by side, with what each one counts.
3.8% to 14.9%
Across the sources we can show, the median dedicated landing page converts at 6.6% (Unbounce, 41,000+ pages, 2024 report) to 7.84% (Databox's much smaller, self-reported panel, March 2024), with industry moving the number far more than the source does: as low as 3.8% for SaaS and as high as 12.3% for events and entertainment in Unbounce's own data. A separate, widely cited figure that pools every page type a paid-search ad can land on, not only built-for-purpose landing pages, reports a lower median; we could not verify it directly, so it is named and linked rather than quoted. 12 figures from 2 sources, grouped by what they count. We never average them.
Published landing page conversion rate figures by way of counting, from 6.6% to 14.9%. Every figure is listed in the source list below.
Tap or hover a point to see its source.
Key findings
Each one cites its source figures.
Unbounce's 2024 Conversion Benchmark Report median across 41,000+ landing pages is the broadest current figure we can show for dedicated landing pages.
UnbounceWithin Unbounce's own data, the industry median swings more than 3x, from SaaS (lowest) to events and entertainment (highest) — a wider spread than the gap between sources.
UnbounceSource by source
Open any source for its definition, sample and method.
UnbounceWhat's a Good Conversion Rate? (Based on 41,000 Landing Pages) · 2024 Conversion Benchmark Report (page last updated 2025-07-25)6.6%dedicated landing pages · All industries (median)11.4%dedicated landing pages · 75th percentile ('good')Grade A
- What counts
- Dedicated landing pages built for one campaign or offer, not general website pages. A conversion is the page's own stated goal; unique vs total completions not stated.
- Statistic
- Median, plus the 75th percentile shown as a 'good' threshold
- Sample
- 41,000+ landing pages; 57 million conversions; 464 million pageviews
- Data window
- Not restated on this page (2024 Conversion Benchmark Report)
- Method
- Unbounce's own platform data across 41,000+ customer landing pages, reported as medians by industry, with the 75th percentile shown as a realistic 'good' target rather than an average.
- Published cuts
- industry (8 groups) · median vs 75th percentile
- Limitations
- Unbounce customers only, who skew toward paid-traffic landing pages built with Unbounce's own builder
- Data window for the underlying report not restated on the page we read
- Definition of a 'conversion' (unique vs total) not stated
- No B2B/B2C split beyond the 8 industry labels
- Licence
- Unbounce's own published research hub, written for citation; terms not re-checked this pass. Headline plus industry medians, attributed and linked.
- Checked
- Sep 30, 2026 · Read the source
DataboxLanding Page Conversion Rate (Databox Benchmarks group) · Benchmark snapshot, March 2024 data7.84%dedicated landing pages · Databox Benchmarks group (median)14.9%dedicated landing pages · top quartileGrade C
- What counts
- Self-reported by each contributing company inside Databox's own analytics platform; what counts as a landing page or a conversion is set by each contributor, not standardized by Databox.
- Statistic
- Median, plus a top-quartile median
- Sample
- 69 contributing companies (Databox Benchmarks group)
- Data window
- March 2024
- Method
- Opt-in panel of Databox customers ('Databox Benchmarks') who share anonymized performance data; Databox publishes the median and top-quartile median back to the group.
- Published cuts
- overall median · top quartile
- Limitations
- Small, self-selected panel (69 companies) skewed toward Databox's own SaaS/agency customer base
- No industry or company-size cuts published for this specific metric
- 'Landing page' and 'conversion' are not standardized across contributors
- We could not independently verify the exact figure by reading the primary page directly (client-rendered widget)
- Licence
- Databox publishes this figure through a live benchmark widget on its own KPI page; we could not confirm it by reading the page's static content (the widget renders client-side). Corroborated by 2 independent secondary citations quoting the same contributor count and month. Quoted with attribution and this verification caveat.
- Checked
- Sep 30, 2026 · Read the source
1 more publishers, linked but not quoted
These publishers' terms do not allow their figures to be reproduced without permission (or we could not confirm that they do), so we link to their reports instead of showing the numbers.
- WordStream (a LocaliQ company): Conversion Rate Benchmarks for YOUR Industry · Cross-industry benchmark (figures not independently re-read this pass)
By industry
Selected figures, each with its source. Full tables live in each publisher's report.
Why sources disagree
Each factor moves the number on its own.
Unbounce's 2024 Conversion Benchmark Report is built from 41,000+ landing pages, 57 million conversions and 464 million pageviews on its own platform.
UnbounceA built-for-purpose landing page, or any page an ad can land on
Unbounce and Databox measure standalone campaign pages with no site navigation. The cross-industry figure widely attributed to WordStream pools every page a paid-search ad can point to, including ordinary site pages, which pulls its median well below the other two — but we could not verify that figure directly, so it is link-only here.
A vendor's own builder customers, or a small self-reported panel
Unbounce's figures come from customers who built their pages with Unbounce's own tool. Databox's come from 69 companies self-reporting into a shared benchmark group, with no standard definition of 'landing page' or 'conversion' enforced across contributors.
Industry mix moves the median more than the source does
Inside Unbounce's own data, the median ranges from 3.8% (SaaS) to 12.3% (events and entertainment) — a wider spread than the gap between Unbounce's 6.6% and Databox's 7.84% overall medians.
What is a good landing page conversion rate?
It depends on how your platform counts and who you send to.
SaaS landing pages
Unbounce's SaaS median is 3.8%, the lowest of its 8 industry groups. Compare against this figure specifically, not the 6.6% all-industry median, and treat anything near its 75th-percentile 'good' tier as strong.
Ecommerce landing pages
Unbounce's ecommerce median is 4.2%. Compare a product or offer page against this figure, not against our Website Conversion Rate page, which measures a different kind of page (the whole site, not one campaign page).
Events, education and financial services
These three post Unbounce's highest medians (12.3%, 8.4% and 8.3%), usually because the page asks for one high-intent action — register, apply, request a quote — rather than a purchase.
Before you compare
- Never blend these figures into one number: they measure different page types (built-for-purpose landing pages vs. every page an ad can land on) and different samples (a vendor's own customers vs. a small self-reported panel).
- Compare within the same industry group before comparing across sources: Unbounce's own medians span 3.8% to 12.3%.
- Top-quartile or 75th-percentile figures (11.4%, 14.9%) describe the best pages in the sample, not what a typical page should hit.
Show 2 more cautions
- We could not independently verify WordStream's page (it returned HTTP 403 to our automated fetcher on 2026-09-30); its widely cited 2.35% median is shown as link-only context, not a quoted figure.
- Databox's figure is reported through a live benchmark widget that did not render in the static page we could fetch; the number is corroborated by 2 independent secondary citations quoting the same 69-contributor, March 2024 figure, but we could not read it on the primary page directly.
How to calculate landing page conversion rate
- State which goal counts as a conversion (a form fill, a purchase, a booking) before comparing your rate with any source on this page.
- Unique vs total completions is not stated by any source we can quote here; assume each source counts a completion once per visitor unless it says otherwise.
- A dedicated landing page (no site navigation, one offer) and a general page that happens to receive ad traffic are measured separately by these sources; compare like with like.
Questions about landing page conversion rates
Tools to measure and improve it
Chosen for what they do, not ranked.
7.4 / 10Builds the landing pages Unbounce's own benchmark report measures, and reports conversion rate per page and per variant.
7.7 / 10A dedicated landing-page builder for paid-ad campaigns, the same page type Unbounce and Databox benchmark.
7.2 / 10Landing-page builder with built-in A/B testing for diagnosing a low-converting page.
7.6 / 10Session recordings and heatmaps to see why visitors leave a landing page without converting.
Sources and licence notes3 sources · 2 quoted · 1 linked only · checked Sep 30, 2026
- Unbounce, What's a Good Conversion Rate? (Based on 41,000 Landing Pages) · 2024 Conversion Benchmark Report (page last updated 2025-07-25) · last checked Sep 30, 2026Unbounce's own published research hub, written for citation; terms not re-checked this pass. Headline plus industry medians, attributed and linked.
- Databox, Landing Page Conversion Rate (Databox Benchmarks group) · Benchmark snapshot, March 2024 data · last checked Sep 30, 2026Databox publishes this figure through a live benchmark widget on its own KPI page; we could not confirm it by reading the page's static content (the widget renders client-side). Corroborated by 2 independent secondary citations quoting the same contributor count and month. Quoted with attribution and this verification caveat.
- WordStream (a LocaliQ company), Conversion Rate Benchmarks for YOUR Industry · Cross-industry benchmark (figures not independently re-read this pass) · last checked Sep 30, 2026Linked only. PENDING: wordstream.com returned HTTP 403 to our automated fetcher on 2026-09-30, so we could not read the page or its terms directly. Widely and consistently cited elsewhere as a median of 2.35% across all page types landed on from search ads (top 25% at 5.31%+, top 10% at 11.45%+). Link only until someone reads the primary page in a browser.
These are figures reported by the platforms themselves about their own customers; we do not measure them ourselves. Found an error or a newer edition? Tell us