What Is a Good Landing Page Conversion Rate? 2026 Benchmarks

A good landing page conversion rate is 10% or higher. The median across all industries is 6.6%, so a page above that already beats most of the pages out there.

Where your own page should land depends on your industry, where the traffic comes from and what the page asks visitors to do.

Below you’ll find the benchmarks by industry, traffic source and device, how to work out your own rate, and what to check when your page sits below the line.

Key takeaways

• The median landing page converts at 6.6%, and 10% or more is considered good.
• Industry medians range from 3.8% for SaaS to 12.3% for entertainment.
• Email traffic converts best at 19.3%, well ahead of paid social and paid search.
• Most visits come from phones, yet desktop still converts 8% better.
• Compare your page to its own industry, traffic source and goal, not to one global number.

What Counts as a Conversion?

A conversion is the one action a landing page is built to get. Your conversion rate is the share of visitors who take that action.

The action depends on the page:

• Lead pages: a form submitted, a demo booked or a guide downloaded.
• Free-trial pages: an account created.
• Sales pages: a purchase completed.
• Event pages: a registration for a webinar or event.

Smaller steps, like a video play or a scroll to the pricing section, are micro conversions. Track them, but don’t mix them into the main rate or it will look better than it is.

What Is the Average Landing Page Conversion Rate?

The average landing page conversion rate is about 6.6% across all industries. That figure comes from Unbounce’s Conversion Benchmark Report, which looked at 41,000 landing pages, 464 million visits and 57 million conversions in late 2024.

Strictly speaking, 6.6% is the median, not the mean. A few pages that convert at 40% or 50% would drag a simple average up, so the median gives a truer picture of a typical page.

Treat that median as the line between “below average” and “above average.” It is a baseline, not a goal.

What Is a Good Landing Page Conversion Rate?

A conversion rate of 10% or higher is generally considered good. Whether your own number is good depends on what the page asks for and what it costs.

Take a page converting at 5%:

• On a newsletter sign-up page, 5% is on the low side, because the ask is free and fast.
• On an ecommerce product page, 5% is solid.
• On a sales page for a high-ticket product, 5% is excellent.

Use this quick scale to read your number against the all-industry baseline:

Your conversion rate	What it means	What to do next
Below 3%	Well under the median for most industries	Check traffic match and the offer before testing design
3% to 6.6%	Below the all-industry median	Compare with your industry median, then fix the weakest element
6.6% to 10%	Above average	Test headlines, social proof and form length
10% and up	Good	Protect it, and watch lead quality as you scale traffic

Landing Page Conversion Rates by Industry

Industry changes the bar more than anything else. Here are the median conversion rates from the same Unbounce dataset.

Industry	Median conversion rate
Entertainment	12.3%
Education	8.4%
Financial services and insurance	8.3%
Legal	6.3%
Commercial and professional services	6.1%
Ecommerce	5.2%
Health and wellness	About 5%
Travel and hospitality	4.8%
SaaS	3.8%

Median rates from late-2024 data across 41,000 landing pages.

Subcategories swing even wider. Insurance pages sit at 18.2% while investing pages sit at 3.9%, both inside the same financial services group. Online courses pull education up, and sweepstakes pages pull entertainment up.

So a SaaS page at 5% is doing well for its category, even though it sits under the all-industry median. For ideas specific to software, see how to increase free trial conversion.

Conversion Rates by Traffic Source

Where a visitor comes from changes how likely they are to convert, often more than the page itself.

Traffic source	Average conversion rate
Email	19.3%
Instagram ads	17.9%
Facebook ads	13%
Paid social (all)	12%
Google paid search	11.3%
Paid search (all)	10.9%

Email wins because those visitors already know you. Someone clicking from your newsletter has opted in once; someone clicking a search ad may be comparing five brands at once.

This is why a blended conversion rate can mislead you. If paid traffic grows faster than your email list, your overall rate can drop even when the page gets better.

Always split your rate by source before you judge the page.

Mobile vs Desktop Conversion Rates

In the same dataset, 83% of landing page visits came from phones, yet desktop visitors converted 8% better.

The gap is bigger in ecommerce, where mobile visitors converted almost 18% less often than desktop visitors.

That makes the mobile version of your page the one to test first. It gets most of the traffic and has the most room to grow. These mobile landing page examples show what a tight mobile layout looks like.

How to Calculate Your Landing Page Conversion Rate

Divide conversions by visitors and multiply by 100.

Conversion rate = (conversions ÷ visitors) × 100

If 2,000 people visit your page and 130 fill in the form, your conversion rate is 6.5%.

Three details keep the number honest:

• Count one conversion goal per page. If the page has a form and a phone number, track them separately.
• Pick visitors or sessions and stick with it. Sessions make the rate look lower, because one person can visit twice.
• Wait for enough traffic. A rate from 80 visits can swing wildly; a few hundred visits per variant gives a steadier read.

Where to find it in GA4

Google Analytics 4 can show the rate for every landing page once your goal is tracked:

1. Mark the goal event, such as a form submit or purchase, as a key event under Admin, then Events.
2. Open Reports, then Engagement, then Landing page.
3. Add the Key events and Session key event rate columns, filtered to that one event.

Use a date range of at least four weeks so one busy day or a single campaign doesn’t skew the number.

You can also run your numbers through our free conversion rate calculator.

Why Your Landing Page Converts Below Benchmark

When a page sits under its industry median, the cause is usually one of these, and each has a direct fix:

• The traffic doesn’t match the page. An ad promising a discount that lands on a full-price page loses people in seconds. Echo the ad or email in your headline; these landing page headline examples help.
• The offer isn’t clear. Visitors should know what they get within one screen. Remove navigation and any link that doesn’t support that one offer.
• The copy is hard to read. Pages written at a 5th to 7th grade reading level converted at 11.1%, more than double the 5.3% of professional-level pages. Use short words and short sentences.
• The form asks too much. Every extra field is another reason to leave. Keep only what you need today, as covered in our contact form optimization tips.
• There is no proof. New visitors have no reason to trust a brand they found seconds ago. Put reviews, customer counts or recent sign-ups near the button; here are ten ways to add landing page social proof.

Change one thing at a time and confirm it with an A/B test. For the full playbook, see our 15 tips to raise landing page conversion rate, and for more data points, these landing page statistics.

Adding Social Proof to a Landing Page With WiserNotify

WiserNotify adds proof to a landing page without a redesign. You paste one pixel, then choose what visitors see:

• Recent sign-up or sale notifications, pulled from your form, store or payment tool.
• A live visitor count, shown only when the number is worth showing.
• Review popups from Google, Capterra, G2 and other sources.
• A countdown timer for a real deadline, such as an early-bird price.

It works with page builders like Unbounce, Leadpages, Instapage and Webflow, and connects with 250+ tools. Every plan starts with a 7-day free trial.

Wrap Up

Use the 6.6% median as a starting line and your own industry’s median as the real target.

Fix the weakest part of the page first, then measure again once you have enough visits to trust the result.