Landing Page Statistics (2026)

A data analysis of what a good landing page conversion rate really is, which levers move it most, and what that means when you choose the tool that builds the page.

The median landing page converts 6.6% of visitors across all industries, according to Unbounce’s 2024 Conversion Benchmark Report, built on 41,000 pages and 57 million conversions. Independent benchmarks bracket that figure: Ruler Analytics puts the 2026 average lead conversion rate at 5.13%, and LocaliQ puts the 2026 Google Ads average at 8.18%. A realistic baseline sits between 5% and 8%. For the tools that build these pages, see our landing page builder picks.

Key takeaways

• 6.6% is the median landing page conversion rate across all industries, per Unbounce; a “good” rate (the 75th percentile) starts at 11.4% and reaches 40.8% depending on industry
• 5.13% to 8.18% is the range from two independent 2026 benchmarks: Ruler Analytics for site-wide lead conversion and LocaliQ for Google Ads clicks
• 83% of landing page visits happen on mobile, yet desktop converts 8% better, per Unbounce; Contentsquare puts mobile at 69.9% of all site traffic in 2026
• A B2B site that loads in 1 second converts 3x better than one that loads in 5 seconds, per a 2022 Portent study of 100 million page views
• A 0.1-second mobile speed gain lifted retail conversions 8.4% and travel conversions 10.1% in a 2020 Deloitte Digital study for Google
• 53.0% of mobile origins passed Core Web Vitals in August 2026, per HTTP Archive; builder platforms ranged from 86.0% (Duda) to 31.9% (ClickFunnels)
• Copy written at a 5th to 7th grade reading level converts at 11.1%, more than double the 5.3% for professional-level copy, per Unbounce
• Email traffic converts at 19.3% on average, ahead of paid social (12%) and paid search (10.9%), per Unbounce
• The average checkout asked for 11.3 form fields in 2024 when most need only 8, per Baymard Institute

What is the average landing page conversion rate?

The median landing page converts at 6.6%, per Unbounce’s 2024 Conversion Benchmark Report, based on 464 million visitors and 57 million conversions recorded between July 2023 and July 2024 (methodology). Two 2026 benchmarks bracket it: 5.13% average lead conversion from Ruler Analytics and 8.18% for Google Ads clicks from LocaliQ.

1. The median landing page converts 6.6% of visitors across all industries (Unbounce). Unbounce reports the median, so outlier pages do not drag it up. Treat it as the middle of the pack, not a goal.
2. The dataset covers 41,000+ landing pages, 464 million visitors, and 57 million conversions, collected from July 23, 2023 to July 23, 2024 (Unbounce methodology). Pages with fewer than 50 visitors or no conversions were excluded, which lifts the median above what it would be if every page counted.
3. Unbounce calls 10% or higher “good” as a general rule (Unbounce). It adds that 5% is low for a newsletter signup but excellent for a sales page selling a $10,000 product. The offer sets the bar.
4. Ruler Analytics puts the 2026 average conversion rate at 5.13% across 13 industries, drawn from 110 million+ sessions and 5 million+ conversions (Ruler Analytics). Ruler counts qualified leads and sales, including phone calls, across whole sites rather than single pages.
5. The average Google Ads conversion rate in 2026 is 8.18% across industries (LocaliQ). LocaliQ divides leads by ad clicks, so it measures a high-intent slice of traffic rather than every landing page visit.
6. Overall website conversion rates fell 5.1% year over year in Contentsquare’s 2026 Digital Experience Benchmark, which covers 99 billion sessions across 6,500+ websites. The baseline is drifting down, so holding your rate flat in 2026 is a relative gain.

Three independent datasets land between 5% and 8%. If your page converts below 5%, fix the page before you buy more traffic. If it clears your industry’s top-quartile line in the next section, the next gain will come from traffic quality, not from moving buttons.

What is a good landing page conversion rate by industry?

A good landing page conversion rate depends on industry. Unbounce’s 75th-percentile threshold runs from 11.4% in ecommerce to 40.8% in entertainment, and medians run from 3.8% for SaaS to 12.3% for entertainment, per the 2024 Conversion Benchmark Report. Compare yourself to your own vertical, not to the all-industry 6.6%.

Sources: Unbounce medians and 75th-percentile thresholds (health median from Unbounce’s health and wellness page); Ruler Analytics 2026 averages, which measure whole-site lead conversion rather than single landing pages.

7. SaaS landing pages convert at a 3.8% median, 42% below the all-industry baseline (Unbounce). Hardware pages lead the category at 4.1% and data and infrastructure pages trail at 3.3%. A demo request is a bigger ask than an email signup, and the median reflects it.
8. Ruler’s 2026 data shows software converting at 7.6%, near the top of its 13 industries (Ruler Analytics). Ruler tracks qualified leads across whole journeys; Unbounce tracks single pages. Benchmark like with like.
9. Insurance pages convert at 18.2%, while investing pages convert at 3.9%, against an 8.3% financial services median (Unbounce). Subcategory matters as much as industry.
10. Online course pages hit an 18.3% median, more than double the 8.4% education median (Unbounce). Low-commitment offers convert; the ask matters more than the industry label.
11. Sweepstakes pages convert at a 47.5% median, while fashion and beauty ecommerce pages convert at 1.3% (Unbounce). An all-industry average says little about any single page.
12. Accommodation pages convert at 3.7%, while transportation and travel services pages reach 14.8% (Unbounce). That is a 4x gap inside one industry.

The industry gap is larger than most optimization wins. By Unbounce’s own math, moving an ecommerce page from the 4.2% median to the 11.4% top-quartile line would add 720 conversions a month on 10,000 visitors. Pick your benchmark row before you set a target.

Which traffic sources convert best on landing pages?

Email is the highest-converting landing page traffic source, averaging 19.3% in Unbounce’s 2024 benchmark, ahead of paid social at 12% and paid search at 10.9%. Email visitors convert 60% more than paid social visitors and 370% more than display ad visitors, so the same page performs very differently by channel.

13. Email visitors convert 60% more than paid social visitors, 77% more than paid search visitors, and 370% more than display visitors (Unbounce). Email audiences already know you, so email pages are a poor baseline for cold traffic.
14. Google search ads convert at 11.3% on average, 41% better than Bing and 95% better than Yahoo (Unbounce). In SaaS the gap is wider: a 5.1% Google median against 1.9% for Bing (Unbounce).
15. Instagram (17.9%) and Facebook (13%) are the highest-converting paid social channels, and LinkedIn converts 4-5x worse than both (Unbounce). Unbounce counted conversions, not conversion value, so LinkedIn’s smaller lead volume can still pay off for B2B offers.
16. SaaS display ad traffic converts at a 0.3% median, which means over 300 visitors per conversion (Unbounce). Display buys reach, not pipeline.
17. The average Google Ads click costs $5.42 and the average lead costs $66.69 in 2026 (LocaliQ). At that price, each point of landing page conversion cuts your cost per lead directly.
18. Paid search converts at 2.8%, the highest of the paid channels in Contentsquare’s site-wide 2026 data (Contentsquare). Unbounce ranks paid social above paid search, so the two sources disagree on the order.
19. AI-referred traffic converts at 1.3% in Contentsquare’s 2026 data, up 55% year over year, but at 5.8% in Ruler Analytics’ 2026 data (Contentsquare; Ruler Analytics). The two datasets measure different businesses and conversion types. Treat AI referral benchmarks as unsettled for now.

Channel fit shows up inside industries too. In professional services, Unbounce found email traffic converting at almost 14% against 4.4% for paid social. Sending every channel to one generic page is a false economy; a builder that makes duplicating and tailoring pages cheap pays for itself.

How much does page speed affect landing page conversion rates?

Speed is one of the largest measured conversion levers. In Portent’s 2022 study of 100 million page views, a B2B site that loaded in 1 second converted 3x better than one that loaded in 5 seconds, and 5x better than one at 10 seconds. A Deloitte Digital study for Google found 0.1 seconds lifted retail conversions 8.4%.

20. Lead generation pages that load in 1 second convert at almost 40% on average, dropping to 34% at 2 seconds and 29% at 3 seconds (Portent, 2022). Above 5 seconds, Portent found roughly half the conversion rate of a fast site.
21. Ecommerce conversion peaks at 3.05% for 1-second pages and falls to 0.67% at 4 seconds (Portent, 2022). The sample had 6 ecommerce sites against 14 B2B lead generation sites, so read the ecommerce curve as directional.
22. 82% of the B2B pages Portent measured loaded in 5 seconds or less, the same share as in its 2019 study (Portent). Speed improvement was flat.
23. A 0.1-second mobile speed gain lifted retail conversions 8.4% and travel conversions 10.1%, across 37 brands and 30 million sessions (Deloitte Digital for Google, 2020). Retail shoppers also raised average order value by 9.2%.
24. For lead generation brands, the same 0.1-second gain produced a 21.6% uplift from the first form step to form submission, and mobile bounce rate fell 8.3% (Deloitte Digital for Google, 2020). The same study reports that lead-gen conversion rates fell during the test, so in that vertical speed moved engagement more reliably than final conversions.
25. As load time goes from 1 to 3 seconds, the probability of a bounce rises 32%; from 1 to 5 seconds, 90%; from 1 to 10 seconds, 123% (Google/SOASTA research from 2017, as reported in Milliseconds Make Millions). Old data, but the same curve as the newer studies.
26. Vodafone Italy improved Largest Contentful Paint 31% in a landing page A/B test and got 8% more sales and a 15% better lead-to-visit rate (web.dev, 2021). Both versions received around 100K clicks a day and were visually identical, so speed was the only variable.
27. Slow page loads (over 3 seconds) fell 20% year over year and now affect just under 11% of sessions (Contentsquare, 2026). Slow pages are now the exception.

The Vodafone test is the cleanest evidence here: same design, same offer, same traffic, and only speed changed. If a builder makes pages slow by default, no headline test will win back what load time costs.

Which landing page builders produce the fastest pages?

Platform choice shows up in real-user speed data. In August 2026, 53.0% of mobile origins passed all three Core Web Vitals, per HTTP Archive data built on Chrome field reports. Duda (86.0%), Wix (81.2%), Webflow (71.2%), and Framer (70.6%) beat that rate; Unbounce (47.2%) and ClickFunnels (31.9%) fell below it.

Source: HTTP Archive Core Web Vitals Technology Report API, August 2026 data, retrieved October 2026. Pass rates are computed from the published counts of good and tested origins. Instapage’s sample is small.

28. 48% of mobile websites and 56% of desktop websites had good Core Web Vitals in 2025, up from 36% and 48% in 2023 (Web Almanac 2025). Mobile still trails desktop every year.
29. Only 62% of mobile sites meet the “good” Largest Contentful Paint bar, versus 74% on desktop (Web Almanac 2025). Images are the LCP element on 76.0% of mobile pages, which makes the hero image the first thing to fix.
30. Google’s “good” thresholds are LCP within 2.5 seconds, INP of 200 milliseconds or less, and CLS of 0.1 or less, measured at the 75th percentile of page loads (web.dev). A page passes only if it meets all three.
31. Wix’s mobile pass rate rose from 55% to 74% between 2024 and 2025, while WordPress sat at 45% (Web Almanac 2025 CMS chapter). The Almanac authors conclude that “platforms with more controlled environments tend to produce steadier outcomes.”
32. The median mobile home page now weighs 2.6 MB, up 8.4% from 2024 (Web Almanac 2025). Every script and widget a builder adds pushes it up.
33. Unbounce, a dedicated conversion tool, passed Core Web Vitals on 47.2% of mobile origins, below the 53.0% web-wide rate (HTTP Archive). These figures reflect how customers build on each platform, including their own scripts, not only the platform’s defaults.

Both datasets show the same pattern: managed builders give most customers fast pages by default, while open platforms and funnel tools depend on whoever builds the page. For teams without a developer, that default matters more than any CRO feature. Our website builder picks and the companion website builder statistics cover the platform side in more depth.

How much landing page traffic is mobile, and does mobile convert worse?

Most landing page traffic is mobile: 83% of visits in Unbounce’s 2024 benchmark and 69.9% of all site traffic in Contentsquare’s 2026 data. Yet desktop still converts better in most industries, by 8% in Unbounce’s landing page data and by 74% in Contentsquare’s site-wide data.

34. Mobile devices accounted for 58.99% of global web traffic in September 2026, desktop for 39.26%, and tablets for 1.76% (StatCounter). Landing page traffic runs well above that.
35. In the US, mobile and desktop are close to even: 49.1% versus 48.47% in September 2026 (StatCounter). Check your own split before designing for phones only.
36. Desktop converts at 3.4%, 74% higher than mobile web, which converts at around 2% (Contentsquare, 2026). Contentsquare reads this as multi-device journeys: people arrive on mobile and return on desktop to act.
37. Dynamic Yield’s rolling ecommerce benchmark shows the opposite: mobile converts at 2.88% versus 2.31% on desktop, against a 2.71% global average (Dynamic Yield, retrieved October 2026). The sources disagree on which device wins, so measure your own split before you redesign.
38. If every industry had closed its mobile gap, Unbounce estimates it would have recorded over 1.3 million more conversions (Unbounce). Against 57 million recorded conversions, that is a gain of more than 2%.

Source: Unbounce 2024 Conversion Benchmark Report pages: overview, legal, education, professional services, SaaS, entertainment, health, travel, ecommerce, financial services. Unbounce reports most device rates as averages, which run higher than the medians in the first table.

Legal is the exception: Unbounce says people who need a lawyer search on their phone in a hurry. Everywhere else, mobile is where the volume is and where the conversion gap lives.

Does simpler landing page copy convert better?

Yes. Pages written at a 5th to 7th grade reading level convert at 11.1%, 56% higher than 8th and 9th grade copy and more than double the 5.3% for professional-level writing, per Unbounce’s 2024 benchmark. Difficult words show a -24.3% correlation with conversion rate, the strongest copy effect Unbounce measured.

39. Difficult words (three or more syllables) correlate -24.3% with conversion rate; reading time correlates -19.4% and word count -18.6% (Unbounce). Vocabulary hurts more than length. Cut the jargon before you cut the page.
40. That negative correlation is 62% stronger than in 2020, when it was -15% (Unbounce). Complex copy costs more conversions now than it did in 2020.
41. In SaaS, 5th to 7th grade copy converts at 12.9% versus 2.1% for professional-level copy (Unbounce). Technical buyers still respond to plain language. Financial services is the one industry where Unbounce found more complex language can help.
42. Word-count sweet spots differ by industry: 250-725 words for SaaS, 285-930 for ecommerce, 195-715 for financial services, and 355-1,020 for health and wellness (SaaS, ecommerce, finance, health, all Unbounce). The longest sweet spot tops out at 1,020 words.
43. In professional services, conversion drops 49% from 5th to 7th grade copy (12.9%) to 8th and 9th grade copy (6.6%) (Unbounce). A small step up in reading difficulty halves the result.
44. On an average web page, users have time to read at most 28% of the words, and 20% is more likely (a 2008 Nielsen Norman Group analysis). Old, but consistent with Unbounce’s reading-time finding.

The practical rule: write the page at a middle-school reading level, then test whether your audience is the rare exception. If you use AI to draft copy, ask it for shorter sentences and fewer three-syllable words, not more words.

How do form length and CTAs affect landing page conversion?

Fewer fields convert better. Baymard Institute found the average checkout in 2024 asked for 11.3 form fields when most need only 8, and 17% of shoppers have abandoned an order over a too-long or complicated checkout. Lead forms follow the same logic: every field you cut removes a reason to leave.

Form length

45. The average checkout had 11.3 form fields in 2024, down from 11.8 in 2021 and 12.7 in 2019 (Baymard). Progress is slow: 1.4 fields in five years. The average flow is also 5.1 steps long, but Baymard finds field count matters more than step count.
46. Most checkouts can cut 20-60% of the form elements shown by default, and better checkout design can lift conversion 35.26% for the average large ecommerce site (Baymard). The biggest form win is deletion, not decoration.
47. The documented average cart abandonment rate is 70.22%, calculated across 50 studies (Baymard, updated September 2025). Not all of it is fixable: 42% of US online shoppers have abandoned a cart because they were just browsing.
48. In legal, 56.3% of conversions come by phone, and in professional services 52.6%; marketing and advertising conversions are 95.1% form-based (Ruler Analytics, 2026). In call-heavy industries, a tap-to-call button is the form, and a page that only tracks submissions undercounts its leads.

CTA placement and focus

49. Users spend 57% of page-viewing time above the fold and 74% in the first two screenfuls (a 2018 Nielsen Norman Group eyetracking study). Put the offer and the primary CTA where the attention is. Repeat the CTA lower down for readers who scroll.
50. More than 42% of viewing time falls within the top 20% of a page (Nielsen Norman Group, 2018). The headline and first CTA carry most of the page’s weight.
51. One in three visits now starts on a product detail page, and nearly two-thirds of those landings bounce (Contentsquare, 2026). For many brands, the real landing page is a product page that was never designed as one.

Unbounce also advises stripping navigation and any link that competes with the main CTA, which is easier on a dedicated page than on a site template. The companion online form statistics and our form builder picks cover the form side in more depth.

Why are landing page conversions getting harder in 2026?

Traffic costs more while conversion rates soften. Contentsquare’s 2026 benchmark found the cost of a visit rose 9% year over year and 30% over three years, while 59% of sites saw traffic decline. Overall conversion fell 5.1% (Contentsquare), so each landing page visit now has to work harder than it did.

52. Site visits dropped 3.8% and engagement dropped 10% year over year (Contentsquare, 2026). The first screen has less time to make its case.
53. Returning visitors convert at 2.9% versus 1.7% for new visitors, and make up 52.8% of traffic (Contentsquare, 2026). Retargeting pages start from a better baseline.
54. Average order values rose 6%, which kept revenue per visit up 1% despite lower conversion (Contentsquare, 2026). Revenue held because buyers spent more, not because more bought.
55. The 2026 Google Ads conversion rate runs from 2.64% in finance and insurance to 16.22% in animals and pets, with education at 13.14% (LocaliQ). With an average lead at $66.69, a weak page in a low-converting category gets expensive fast.

The cheapest fix needs no new traffic: a faster, simpler page for the visitors you already pay for. Our SEO statistics cover the organic side of the same squeeze.

What should you look for in a landing page builder?

• Benchmark against your industry row, not 6.6%. A page at the 3.8% SaaS median sits less than halfway to the 8.4% education median. Set targets from the industry table above before you judge any tool.
• Treat field speed as a selection criterion. In August 2026, 81.2% of mobile Wix origins, 71.2% of Webflow origins, and 70.6% of Framer origins passed Core Web Vitals, against 47.2% for Unbounce and 31.9% for ClickFunnels (HTTP Archive). A slow page cancels out any A/B testing feature. See our notes on Framer and Webflow.
• Design and preview on a phone first. With 83% of landing page visits on mobile (Unbounce), the mobile editor matters more than the desktop canvas.
• Keep forms short, and add tap-to-call where buyers phone. Most checkouts need 8 fields, not 11.3 (Baymard), and more than half of legal and professional services conversions are calls (Ruler Analytics).
• Start with the smallest tool that does the job. If you need one fast page, a single-page builder such as Carrd is a reasonable first step; add a CRO platform only when traffic volume and channel mix justify testing. Fewer, well-used tools beat a stack of half-configured ones.

Compare our scored picks in landing page builders, read the marketer’s toolkit, and see how tools8020 scores tools. For the adjacent data, see our online form statistics and website builder statistics.

Frequently asked questions

What is a good landing page conversion rate?

A good landing page conversion rate is above your industry’s 75th percentile. Unbounce’s 2024 benchmark puts that line at 11.4% for ecommerce, 11.6% for SaaS, 14.1% for professional services, 20% for education, and 26.1% for financial services. As a general rule, Unbounce calls 10% or higher good.

What is the average landing page conversion rate in 2026?

The median landing page converts at 6.6% across industries, per Unbounce. Newer 2026 data brackets it: 5.13% average lead conversion from Ruler Analytics and 8.18% for Google Ads clicks from LocaliQ. Expect 5% to 8% as a realistic middle, then compare against your own industry.

How much does page speed affect conversion rate?

A lot. Portent’s 2022 study found B2B sites loading in 1 second converted 3x better than sites loading in 5 seconds, and 5x better than sites loading in 10 seconds. A Deloitte Digital study for Google found a 0.1-second mobile gain lifted retail conversions 8.4% and travel conversions 10.1%.

Do landing pages convert better on mobile or desktop?

Desktop wins in most datasets, but mobile brings the volume. In Unbounce’s data, 83% of visits were mobile and desktop converted 8% better. Contentsquare puts the desktop edge at 74%, while Dynamic Yield shows mobile ahead in ecommerce, 2.88% to 2.31%.

Which traffic source converts best on landing pages?

Email. Unbounce found email visitors convert at 19.3% on average, against 12% for paid social and 10.9% for paid search. Email visitors convert 370% more than display ad visitors. Among paid social platforms, Instagram (17.9%) and Facebook (13%) lead, while LinkedIn converts 4-5x worse.

How many form fields should a landing page have?

As few as the offer allows. Baymard Institute found most checkouts need only 8 fields, yet the 2024 average was 11.3, and 17% of shoppers have abandoned an order because checkout was too long or complicated. For lead forms, ask only for what sales needs on the first call.

Which landing page builders pass Core Web Vitals most often?

In August 2026 HTTP Archive data, Duda (86.0%) and Wix (81.2%) led on mobile, followed by Squarespace (72.1%), Webflow (71.2%), and Framer (70.6%). The web-wide rate was 53.0%; Unbounce (47.2%) and ClickFunnels (31.9%) trailed it. These rates reflect how customers build on each platform, not only its defaults.

How we compiled these statistics

We drew on 12 publishers and 33 source pages or data endpoints, favoring primary research: benchmark reports, field data from HTTP Archive and StatCounter, and the original study pages. Every figure was retrieved from the publisher’s own page or data API in October 2026. Figures we could not trace to a dated primary source were omitted, and where sources disagree (mobile versus desktop conversion, AI referral conversion, channel rankings) we show both. Core Web Vitals pass rates by platform are computed from HTTP Archive’s published origin counts.

Sources

• Unbounce: 2024 Conversion Benchmark Report (2024)
• Unbounce: Conversion Benchmark Report methodology (2024)
• Unbounce: What’s a good conversion rate? (Based on 41,000 landing pages) (2025)
• Unbounce: What is the average landing page conversion rate? (Q4 2024 data) (2025)
• Unbounce: SaaS conversion rate benchmarks (2024)
• Unbounce: Ecommerce conversion rate benchmarks (2024)
• Unbounce: Financial services conversion rate benchmarks (2024)
• Unbounce: Health and wellness conversion rate benchmarks (2024)
• Unbounce: Professional services conversion rate benchmarks (2024)
• Unbounce: Travel and hospitality conversion rate benchmarks (2024)
• Unbounce: Education conversion rate benchmarks (2024)
• Unbounce: Legal conversion rate benchmarks (2024)
• Unbounce: Entertainment conversion rate benchmarks (2024)
• Ruler Analytics: Conversion Rate Benchmarks 2026 (2026)
• LocaliQ: Search Advertising Benchmarks for Every Industry (2026)
• Contentsquare: 2026 Digital Experience Benchmarks (2026)
• Contentsquare: Conversion Rates in 2026 (2026)
• Contentsquare: 15 mobile analytics stats from the 2026 benchmark report (2026)
• Dynamic Yield: eCommerce conversion rate benchmarks (rolling, retrieved 2026)
• Portent: Site Speed is (Still) Impacting Your Conversion Rate (2022)
• Deloitte Digital for Google: Milliseconds Make Millions (2020)
• web.dev: Vodafone, a 31% improvement in LCP increased sales by 8% (2021)
• web.dev: Web Vitals (2026)
• HTTP Archive: Web Almanac 2025, Performance (2026)
• HTTP Archive: Web Almanac 2025, CMS (2026)
• HTTP Archive: Web Almanac 2025, Page Weight (2026)
• HTTP Archive: Core Web Vitals Technology Report API, August 2026 data (2026)
• StatCounter: Desktop vs Mobile vs Tablet Market Share Worldwide (2026)
• StatCounter: Desktop vs Mobile vs Tablet Market Share in the United States (2026)
• Baymard Institute: Checkout Optimization, average form fields (2024)
• Baymard Institute: Cart Abandonment Rate Statistics (2025)
• Nielsen Norman Group: How Little Do Users Read? (2008)
• Nielsen Norman Group: Scrolling and Attention (2018)