Landing page conversion rate benchmarks by industry

Landing page conversion rate benchmarks by industry start with one number. Across 41,000 landing pages the median conversion rate is 6.6%. Your own benchmark depends on your industry. SaaS sits at 3.8%, ecommerce at 4.2%, legal at 6.3%, financial services at 8.3% and entertainment at 12.3%. Those medians come from Unbounce's Conversion Benchmark Report, built on 464 million visitors and 57 million conversions.

Landing page conversion rate benchmarks by industry

Unbounce reports medians rather than averages, and this choice matters. A handful of sweepstakes pages converting at 80% would drag an average upwards and tell you nothing useful about your own page. The median is the middle page in the set. So clearing 6.6% means you beat half of everything in the sample. Treat that number as your floor and aim higher. The spread across industries is wide: SaaS 3.8%, ecommerce 4.2%, travel and hospitality 4.8%, professional and commercial services 6.1%, legal 6.3%, financial services 8.3%, education 8.4% and entertainment 12.3%. The ranking has little to do with design quality. It tracks how much you ask the visitor to give up. A SaaS trial wants a work email, a product decision and often a card. A sweepstakes entry wants one field and a click.

The top quartile is the more useful target

Unbounce also publishes the 75th percentile for each industry. Beat that number and you sit in the top 25% of pages in your field. Ecommerce is 11.4%, SaaS 11.6%, legal 13.1%, professional services 14.1%, travel 15.6%, education 20%, financial services 26.1% and entertainment 40.8%. Now look at the distance between the median and the top quartile in every row. It runs between two and three times the median, in every single industry. That gap is the whole argument for doing the work.

The subcategory gap is wider than the industry gap

Industry level medians hide more than they show. Inside financial services, insurance pages convert at a median of 18.2%, while investing pages sit at 3.9%. In ecommerce, food and beverage runs at 7.1% and fashion and beauty at 1.3%. Education splits the same way, with online courses at 18.3% and primary education and tutoring at 4.9%. Travel does too, with transport services at 14.8% and accommodation at 3.7%. Find your subcategory before you decide your page is broken.

Traffic source moves the number more than design does

The same page converts at very different rates depending on who lands on it. In professional services, email traffic converts at close to 14% while paid social converts at 4.4%. In education, email leads at 14.1% against paid search at 7.3%. Device matters too, and not in the direction people assume. Legal pages convert at 21% on mobile against 15.9% on desktop, because someone searching for a lawyer is usually searching in a hurry. Travel runs the other way. Segment your traffic before you compare.

Ad platform benchmarks measure a different thing

WordStream's 2026 search advertising benchmarks put the average Google Ads conversion rate at 8.18%. That figure comes from more than 13,000 search campaigns across 23 industries, running between April 2025 and March 2026. In that dataset, finance and insurance is the weakest category at 2.64%. Unbounce puts financial services near the top at 8.3%. Both numbers are correct. They count different conversion events, on different page types, from different traffic mixes. Never move a number from one report into another.

The benchmark itself is drifting down

Contentsquare analysed 90 billion sessions across 6,000 websites. Conversion rates fell 6.1% year over year, comparing the fourth quarter of 2023 with the fourth quarter of 2024. Over the same period the cost of an online visit rose 9%. So if your rate slipped slightly last year and nothing on your side changed, you may simply be tracking the market. Compare your page against your own numbers from last quarter first, and against a published report second.

What to do with your number

Write down exactly what counts as a conversion on your page. A benchmark without a defined event is decoration. Split your rate by traffic source and by device before you compare it to anything. Set the 75th percentile for your industry as the target and the median as the floor. If you sit below the median, the fix is almost always the offer, or the match between the ad and the page. If you sit above the median and want more, copy, proof and form length start to pay.