What is a good landing page conversion rate? Benchmarks by industry
A good landing page conversion rate is one above the median for your industry and traffic source. Across all industries the median is 6.6 percent, and 10 percent or more counts as good, according to Unbounce’s analysis of 41,000 landing pages. SaaS pages sit lower at 3.8 percent, events pages higher at 12.3 percent.
By Anthony Roose
6 min read
Key takeaways
- A good landing page conversion rate beats the median for your industry. Across all industries, Unbounce puts that median at 6.6 percent.
- Industry moves the bar more than anything else: SaaS pages convert at a median of 3.8 percent, events and entertainment pages at 12.3 percent, per Unbounce.
- Traffic source moves it too. Visitors from email convert at 19.3 percent on average, visitors from paid search at 10.9 percent.
- Before you buy more traffic, check the page. Pages written at a 5th to 7th grade reading level convert at 11.1 percent, against 5.3 percent for professional-level copy.
What is a landing page conversion rate?
A landing page conversion rate is the share of visitors who take the one action the page asks for: a purchase, a signup, a booked call, a download. Divide conversions by visitors and multiply by 100. A page with 1,000 visitors and 50 signups converts at 5 percent.
It is not the same figure as a shop’s ecommerce conversion rate, which divides orders by all visits to the whole store. That number runs much lower: Dynamic Yield puts the global average at 2.66 percent and Statista at 1.4 percent for the first quarter of 2026, both cited in Shopify’s ecommerce benchmark overview. Compare a landing page with landing page benchmarks only.
The benchmarks below are medians, the rate of the page in the middle of the sample. A few pages with extreme rates pull an average up. The median stays put.
Landing page conversion rates by industry
Unbounce analysed 41,000 landing pages in the fourth quarter of 2024. These are the median conversion rates per industry.
| Industry | Median conversion rate | Against the 6.6 percent median |
|---|---|---|
| SaaS | 3.8% | 2.8 points below |
| Ecommerce | 4.2% | 2.4 points below |
| Travel and hospitality | 4.8% | 1.8 points below |
| Health and wellness | 5.1% | 1.5 points below |
| Commercial and professional services | 6.1% | 0.5 points below |
| Legal | 6.3% | 0.3 points below |
| Financial services | 8.3% | 1.7 points above |
| Education | 8.4% | 1.8 points above |
| Events and entertainment | 12.3% | 5.7 points above |
The spread follows the size of the ask. Registering for a free event costs a visitor a minute. A software trial costs an email address and a password. A purchase costs money.
What counts as a good conversion rate?
- Below your industry median. Half the pages in your sector do better. Look at the page before you look at the ads.
- Around the median. Normal for your sector. The next gains come from the first screen and the offer.
- 10 percent or more. Unbounce calls this good across industries. For a SaaS or ecommerce page it puts you far ahead of the median.
The goal of the page changes the bar. Unbounce gives the example of a page converting at 5 percent: low for a newsletter signup, good for a low-priced product, excellent for a $10,000 product. Nielsen Norman Group puts a good conversion rate usually in the 1 to 10 percent range, depending on what you count.
Traffic source changes the benchmark
The same page converts differently for different visitors. In the Unbounce data, visitors from email convert at 19.3 percent on average, paid social at 12 percent and paid search at 10.9 percent. For Google Ads, LocaliQ puts the average conversion rate at 8.83 percent in 2026.
Device matters as well. Mobile brought 83 percent of the visits in the Unbounce sample, and desktop converted 8 percent better. Split your rate by source and by device before you compare it with any benchmark.
Why a page converts below the benchmark
A visitor who does not understand the offer in the first seconds does not convert, whatever the industry. Visitors often leave within 10 to 20 seconds unless the value is clear, according to Nielsen Norman Group. The headline, the line under it and the button decide most of the outcome.
Plain words help. Unbounce found that pages written at a 5th to 7th grade reading level convert at 11.1 percent, more than twice the 5.3 percent of pages written at a professional level. The guide on why a website is not converting lists seven causes you can spot in the first screen.
What to aim for, by type of page
If you run a SaaS page
Your median is 3.8 percent, the lowest in the Unbounce data. Beat that before you measure yourself against the 6.6 percent figure, and test the trial page and the demo page apart.
If you sell a service
Commercial and professional services convert at a median of 6.1 percent, legal at 6.3 percent. The conversion is usually a form or a booked call, so count the form fields and put proof next to the button.
If you run a shop
Measure a product landing page against the 4.2 percent ecommerce median, not against the 2.66 percent store-wide average. A campaign page below 4.2 percent has a page problem. A conversion optimisation audit walks the rest of the journey.
Frequently asked questions
What is a good conversion rate for a landing page?
Anything above the median for your industry. Across industries the median is 6.6 percent, and Unbounce calls 10 percent or more good. SaaS and ecommerce pages sit lower, at 3.8 and 4.2 percent.
Is a 2 percent conversion rate good for a landing page?
No. It sits below the median of every industry in the Unbounce data, where the lowest is SaaS at 3.8 percent. For a whole online shop, 2 percent is close to the 2.66 percent average Dynamic Yield reports.
How do you calculate a landing page conversion rate?
Divide the number of conversions by the number of visitors and multiply by 100. 30 signups from 1,200 visitors is 2.5 percent. Count one conversion type per page, the action the page asks for.
What is the average conversion rate for a SaaS landing page?
The median SaaS landing page converts at 3.8 percent, according to Unbounce’s analysis of 41,000 pages. That is the lowest of the nine industries in the report.
Why is my landing page conversion rate low?
Most often because visitors do not understand the offer in the first five seconds, or the page does not match the ad that sent them. Show the first screen to a stranger for five seconds and ask what you sell. If they cannot say, fix the headline first.
Find out why your page sits below the benchmark
The free test shows what a stranger understands of your landing page in five seconds. The Above the Fold Audit does it for every page that makes the sale.