Landing page conversion benchmarks for 16 industries

The median and average conversion rate for landing pages vary significantly depending on the industry and page type. This is evident from recent research by Unbounce.

The report is based on an analysis of data collected between November 2019 and November 2020 from more than 44,000 Unbounce customer landing pages, 264 million visits to these pages and 33 million conversions from these pages.

The mean conversion rate for restaurant landing pages was 9.8% in the period under review, while it was only 2.4% for agency landing pages.

In almost all of the industries studied, the mean conversion rate for click-through pages (those that do not request information from the visitor) was much higher than for form pages (those that ask the visitor for information).

Conversion rates for websites with a click or a form by industry

About research: The report is based on an analysis of data collected between November 2019 and November 2020 from more than 44,000 landing pages on the Unbounce customer website, 264 million visits to these pages and 33 million conversions on these pages.

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