What conversion rate should your landing page hit? It depends on your industry, where the visitor came from, the device they use and how fast your page loads. This page gathers the latest verified conversion benchmarks by industry, traffic channel and device, plus the data on what moves conversion rates up or down: page speed, forms, checkout, reviews and testing. Every number links to its original source.
Key landing page conversion statistics (2026)
- The median landing page converts at 6.6%, from 3.8% in SaaS to 8.4% in education.[1][2]
- Google Ads conversion rates range from 16.22% (animals & pets) to 2.64% (finance & insurance); the average cost per lead is $66.69.[3]
- Email traffic converts best on landing pages, at 19.3%.[1]
- 83% of landing page visits happen on mobile, yet desktop converts 8% better.[1]
- Only 48% of mobile sites pass Google’s Core Web Vitals.[8]
- The average checkout has 11.3 form fields; most need only 8.[10]
- Fewer than 0.2% of websites run A/B tests.[14]
What is the average landing page conversion rate?
The median landing page converts at 6.6% across all industries, based on Unbounce’s analysis of more than 57 million conversions. Rates range from 3.8% in SaaS to 8.4% in education.[1][2]
Median landing page conversion rate by industry
Unbounce Conversion Benchmark Report (2024 edition) · scale 0–10%
Source: Unbounce Conversion Benchmark Report and industry pages.[1][2]
Which niches convert best?
Inside each industry, subcategories vary a lot. Online course pages convert at 18.3% and insurance at 18.2%, while fashion & beauty ecommerce converts at just 1.3%.[2]
| Subcategory | Industry | Median CR |
|---|---|---|
| Online courses | Education | 18.3% |
| Insurance | Finance & insurance | 18.2% |
| Transportation & travel services | Travel | 14.8% |
| General courses | Education | 13% |
| Wellness | Healthcare | 8.2% |
| Food & beverage | Ecommerce | 7.1% |
| Medical treatment | Healthcare | 5.3% |
| Dental | Healthcare | 4.3% |
| Fashion & beauty | Ecommerce | 1.3% |
Unbounce’s report is based on 2024 data, the latest edition published. Free or low-cost offers, such as many online courses, naturally convert higher.
What is the average Google Ads conversion rate by industry?
The average search ad conversion rate is 8.18%, with an average cost per lead of $66.69 and cost per click of $5.42, according to LocaliQ/WordStream’s 2026 benchmarks of Google and Microsoft Ads campaigns.[3] Cost per lead fell for the first time in five years.
| Industry | Conversion rate | Cost per lead |
|---|---|---|
| Animals & pets | 16.22% | $31.50 |
| Automotive repair, service & parts | 15.51% | $29.96 |
| Education & instruction | 13.14% | $77.48 |
| Physicians & surgeons | 12.43% | $40.04 |
| Personal services | 12.34% | $54.60 |
| Dentists & dental services | 10.67% | $72.97 |
| Beauty & personal care | 10.35% | $39.25 |
| Industrial & commercial | 8.20% | $75.19 |
| Home & home improvement | 8.05% | $90.92 |
| Restaurants & food | 8.05% | $30.57 |
| Sports & recreation | 7.69% | $44.26 |
| Health & fitness | 6.94% | $67.36 |
| Automotive, for sale | 6.01% | $44.26 |
| Arts & entertainment | 5.91% | $26.84 |
| Travel | 5.83% | $44.70 |
| Attorneys & legal services | 5.55% | $131.63 |
| Business services | 4.85% | $93.69 |
| Apparel / fashion & jewelry | 4.50% | $97.51 |
| Shopping, collectibles & gifts | 4.01% | $49.40 |
| Real estate | 3.70% | $102.51 |
| Career & employment | 3.05% | $67.36 |
| Furniture | 2.99% | $106.70 |
| Finance & insurance | 2.64% | $74.44 |
| All industries | 8.18% | $66.69 |
Source: LocaliQ / WordStream search advertising benchmarks 2026 (campaigns from April 2025 to March 2026).[3]
Which traffic sources convert best on landing pages?
Email is the highest-converting channel on landing pages, at 19.3% on average. Paid social (12%) converts slightly better than paid search (10.9%), according to Unbounce.[1]
| Channel / platform | Conversion rate |
|---|---|
| 19.3% | |
| Instagram (paid social) | 17.9% |
| Facebook (paid social) | 13% |
| Paid social, all | 12% |
| Google (paid search) | 11.3% |
| Paid search, all | 10.9% |
Source: Unbounce Conversion Benchmark Report.[1] Visitors from email convert 370% more than visitors from display ads.
Site-wide conversion rates, which cover every page and not just dedicated landing pages, are much lower. Across Contentsquare’s 2026 benchmark, paid search converted at 2.8%, AI-referred traffic at 1.3% and organic social at 0.7%. Returning visitors converted at 2.9%, against 1.7% for new visitors.[4]
Do mobile visitors convert less than desktop?
Yes. 83% of landing page visits are on mobile, but desktop converts 8% better.[1] Site-wide, the gap is wider: 3.4% on desktop vs 2.0% on mobile.[5]
- Forms are completed by 54.5% of desktop visitors vs 47.5% on mobile.[9]
- In travel & hospitality, desktop converts at 4.5% vs 2.1% on mobile.[5]
How does page speed affect conversion rates?
Strongly. In Portent’s study, ecommerce pages that loaded in 1 second converted at 3.05%, against 0.67% at 4 seconds. A site that loads in 1 second converts 2.5× better than one that loads in 5 seconds.[6]
Ecommerce conversion rate by page load time
Portent, 5.6 million sessions, 20 websites
Source: Portent, “Site Speed is (Still) Impacting Your Conversion Rate”.[6]
What does a 0.1-second improvement do?
A Google-commissioned study by Deloitte across 37 brands and more than 30 million sessions found that a 0.1-second mobile speed improvement lifted conversions all along the funnel:[7]
- Retail: +9.1% from product page to add-to-basket, and shoppers spent 9.2% more.
- Travel: +10% booking rate.
- Lead generation: +21.6% of users progressed to the form submission page.
- Luxury: +40.1% from product page to add-to-basket.
How many websites are fast enough?
Only 48% of mobile websites and 56% of desktop websites passed all of Google’s Core Web Vitals in 2025, up from 36% on mobile in 2023. Just 62% of mobile pages load their main content fast enough (a “good” LCP), against 74% on desktop.[8]
| Year | Mobile | Desktop |
|---|---|---|
| 2023 | 36% | 48% |
| 2024 | 44% | 55% |
| 2025 | 48% | 56% |
Source: HTTP Archive Web Almanac 2025, Performance chapter.[8]
How many people complete online forms?
Across 93 million form sessions, the average form conversion rate was 51.7%, according to Zuko. Registration forms convert best (60.7%); enquiry forms worst (42.7%).[9]
| Form type | Desktop | Mobile | Overall |
|---|---|---|---|
| Registration | 63.0% | 57.2% | 60.7% |
| Purchase | 56.9% | 51.4% | 54.4% |
| Onboarding | 53.2% | 47.8% | 51.8% |
| Application | 53.9% | 45.0% | 51.6% |
| Contact | 51.2% | 39.4% | 47.4% |
| Enquiry | 47.7% | 37.7% | 42.7% |
| All forms | 54.5% | 47.5% | 51.7% |
Source: Zuko form type benchmarking, 93,022,997 sessions.[9]
Checkout forms are often too long. Baymard Institute found the average checkout in 2024 was 5.1 steps and 11.3 form fields, while most sites need only 8 fields. 17% of users have abandoned an order because the checkout was too long or complicated.[10]
What is the average cart abandonment rate?
The average documented online shopping cart abandonment rate is 70.22%, based on 50 studies compiled by Baymard Institute. About 42% of US shoppers abandon because they were just browsing; the rest often leave for fixable reasons.[11]
Why shoppers abandon checkout
US online shoppers, excluding “just browsing”
Source: Baymard Institute cart abandonment research.[11]
Baymard estimates that $260 billion in lost orders is recoverable in the US and EU through better checkout design alone.[11]
Do simpler copy and reviews improve conversion?
Yes. Unbounce found a −24.3% correlation between the number of difficult words on a landing page and its conversion rate.[1] Reviews matter even more: a product with five reviews is 270% more likely to be bought than one with none.[12]
- The negative effect of difficult words is 62% stronger than it was in 2020.[1]
- Displaying reviews raised conversion 190% for lower-priced products and 380% for higher-priced ones.[12]
- “Verified buyer” badges improve the odds of purchase by 15%.[12]
The reviews research comes from Northwestern University’s Spiegel Research Center (2017), still the most-cited study on reviews and sales.
How many companies A/B test their landing pages?
Very few. Fewer than 0.2% of all websites run experiments, according to Convert. Among the top 10,000 sites by traffic, 32% use an A/B testing or personalization platform.[14]
- Adoption drops fast outside the top tier: 20.95% of the top 100,000 sites and about 11.5% of the top 1 million run A/B tests.[14]
- 60% of completed A/B tests deliver under 20% lift, and 84% come in under 50%. Big wins are rare.[14]
- In Optimizely’s analysis of 173,000 experiments, well-designed experiments won 58% of the time, against 35% for poorly designed ones.[13]
- Personalized web experiments showed a 17.4% higher average impact on their target audiences.[13]
How can you improve your landing page conversion rate?
Start with the biggest, cheapest wins: speed, fewer form fields, clear costs and simple copy. Then test changes with enough traffic to measure them.
- Get under 2 seconds. The first second of delay costs the most conversions.
- Design for mobile first. Most visits are on phones, and mobile forms convert worse.
- Cut form fields to what you truly need, and offer guest checkout.
- Show total costs early: surprise costs are the #1 reason for abandonment.
- Write simply and add reviews or other social proof near the call to action.
- Match the page to the traffic source, and benchmark each channel separately.
- Test with steady traffic and wait for a statistically valid result.
Need steady traffic to test your landing page?
Netotraffic delivers visitors through native ad placements, trackable in GA4 with your own UTM tags. Read the landing page checklist or see traffic plans.
Related: Website Traffic Benchmarks 2026 for engagement and bounce-rate benchmarks.
Methodology and sources
We compiled benchmarks from the most recent public research by conversion, analytics and ad platforms, and checked every figure against its original source page on October 7, 2026. Landing page rates (Unbounce, Zuko) measure single pages or forms; site-wide rates (Contentsquare) cover whole visits, so they are naturally lower. Some widely cited studies (Spiegel 2017, Portent 2022) are older, and we label their dates. Calculations marked “Netotraffic analysis” are our own and show the formula or assumption used.
We update this page every year. Last update: October 7, 2026.
If you use these statistics, please link to this page and mention Netotraffic.
Sources
- Unbounce. Conversion Benchmark Report (2024 edition). unbounce.com
- Unbounce. Conversion Benchmark Report – industry pages: education · finance · legal · professional services · healthcare · travel · ecommerce · SaaS
- LocaliQ / WordStream (2026). Search Advertising Benchmarks for Every Industry. localiq.com
- Contentsquare (2026). Conversion Rates in 2026: Benchmarks, AI, and What’s Driving Growth. contentsquare.com
- Contentsquare (2026). What Does Engagement Look Like in 2026? contentsquare.com
- Portent (2022). Site Speed is (Still) Impacting Your Conversion Rate. portent.com
- Google / Deloitte (2020). Milliseconds Make Millions, web.dev case study. web.dev
- HTTP Archive (2025). Web Almanac 2025: Performance. almanac.httparchive.org
- Zuko. Form Type Benchmarking. zuko.io
- Baymard Institute (2024). Checkout Optimization: Minimize Form Fields. baymard.com
- Baymard Institute. 50 Cart Abandonment Rate Statistics 2026. baymard.com
- Spiegel Research Center, Northwestern University (2017). How Online Reviews Influence Sales. spiegel.medill.northwestern.edu
- Optimizely (2026). 173k experiments later, here’s what we learned. optimizely.com
- Convert (2026). A/B Testing & CRO Stats Every Optimizer Should Know. convert.com