Landing Page Conversion Rate: Average, Good, & How to Improve

Understanding landing page conversion rate – a critical metric that determines the effectiveness of your online marketing efforts – is crucial for any business aiming to maximize its online presence and drive meaningful results. A landing page serves as the first impression for potential customers, and its effectiveness is often measured by how well it converts visitors into leads or customers. But what exactly constitutes a good conversion rate? How do industry averages stack up, and more importantly, what can you do to improve your own landing page performance?

While the average conversion rate of landing pages is around 10%, as Embryo Digital’s data shows, there are pages with extremely high conversion rates, as well as those that present poor performance, contributing to the variation in average CVR across industries.

In this article, we’ll explore the key benchmarks for landing page conversion rates across various industries, define a “good” conversion rate, and provide actionable strategies to boost your own rates. Whether you’re looking to gauge your current performance or seeking ways to optimize your landing pages, this guide will equip you with the insights and tools needed to enhance your conversion success.

What Is Landing Page Conversion Rate?

The landing page conversion rate is a key metric in digital marketing that measures the effectiveness of your landing pages. It refers to the percentage of visitors to a landing page who complete a desired action or goal, such as filling out a form, signing up for a newsletter, downloading a resource, or purchasing.

A high conversion rate typically indicates that the landing page is well-designed and effectively communicates its value proposition. In contrast, a low conversion rate might suggest issues with the content, design, or user experience that must be addressed.

The most important factors affecting conversion rate involve:

• Clear and compelling messaging – it ensures visitors understand the value proposition.
• Strong call to action (CTA) – it serves as a clear and persuasive prompt for the desired action.
• Relevant content – it ensures the page aligns with the visitor’s expectations and needs.
• Optimized design – it ensures the page is easy to navigate and visually appealing.
• Mobile-friendliness – it ensures a good user experience on all devices.

By tracking and analyzing your landing page conversion rate, you can identify areas for improvement and optimize your marketing efforts to achieve better results.

What Is the Average Landing Page Conversion Rate?

The average landing page conversion rate in 2024 is 5.89%, as HubSpot reports. Unbounce’s Conversion Benchmark Report, based on data from 44,000 landing pages, shows that the median conversion rate across all industries is around 4.3%.

If you search deeper, you can see that various sources show different data. For example, Stacey Corin, in the SeedProd article from March 2024: What Is a Good Landing Page Conversion Rate in 2024? shows that the average conversion rate for landing pages reaches 2.35%.

In general, you can assume that the avg. conversion rate for landing pages ranges between 2-5%, depending on the industry and page purpose.

How to Calculate Landing Page Conversion Rate?

To calculate the landing page conversion rate, you need to determine the number of conversions, check the total number of page visitors, and apply a simple formula: divide conversions by visitors and multiply by 100 to get a percentage.

For example, if the number of visitors who completed the desired action on your landing page (such as signing up for a newsletter) is 25 and the number of page visitors is 500, you can simply count the conversion rate: (25/500) x 100 = 5%.

To gather the needed data, you should use professional tools like Google Analytics or leverage the best landing page platform – Landingi. In the Landingi dashboard, you can easily monitor page visits and conversions. For more detailed analytics, you can use a built-in EventTracker tool, which will allow you to discover improvement areas and make data-based optimizations to boost conversions.

What Is a Good Landing Page Conversion Rate?

A good landing page conversion rate starts at 10%, according to Unbounce’s statistics. When the page is well-optimized, meets its audience’s expectations, and provides a seamless user experience, the conversion rate grows. This applies to each landing page, regardless of industry. While there may be industry-specific best practices, the principles of conversion optimization remain consistent.

While bad landing page conversion rate is considered to be around 1%, best-performing pages can achieve conversions of around 27% and higher, according to Unbounce statistics. The nature of specific industries can significantly impact landing page conversion rates. Restaurant or entertainment industries, with their often immediate and tangible benefits, may see higher averages. Conversely, involving significant financial commitments and complex considerations, real estate might experience lower conversion rates.

However, although conversion rates below average (2-5%) can suggest that the marketing campaign is ineffective, it doesn’t have to be a rule. Some businesses, like SaaS or Real Estate, have specific audiences and aim for specific customers, but the revenue from a single conversion is relatively higher compared to other industries, e.g., e-commerce, impacting the overall ROI.

Landing Page Conversion Rate by Industry

As mentioned above, landing page conversion rates vary significantly across different industries, reflecting each sector’s unique customer behaviors and expectations. The following factors influence this variation:

• Product or service complexity – more complex products or services often require more information and engagement from potential customers, leading to lower conversion rates.
• Industry competition – in highly competitive industries, consumers may have more options to choose from, making it harder to convert visitors into customers.
• Target audience demographics – the age, gender, and location of the target audience can significantly impact conversion rates. Different demographics may have different preferences and behaviors.
• Landing page quality – a well-designed and optimized landing page can significantly improve conversion rates, regardless of the industry. Factors such as clear messaging, strong calls to action, and a seamless user experience play a crucial role.
• Marketing channel – the specific marketing channel used to drive traffic to the landing page can also influence conversion rates. For example, a landing page promoted through social media may have different conversion metrics than one promoted through email marketing.

By understanding these factors and tailoring their landing pages accordingly, businesses can increase their chances of achieving higher conversion rates within their respective industries. However, conversion benchmarks for each industry can be a great tip for businesses to set achievable goals, so check out the average conversion rate for your industry (based on Unbounce‘s statistics) and grab a few tips to start optimizing landing pages:

1. Home Improvement

The home improvement industry achieves an average landing page conversion rate of 7.2%, while the median reaches 3.8%. Home improvement projects can vary widely in terms of their scope and complexity – larger, more involved projects may require more information and engagement from potential customers, leading to lower conversion rates. Local market conditions, competition, and economic factors can influence customer behavior and preferences. The geographic location of the home improvement business can also impact conversion rates.

To drive more conversions, try the following home improvement landing page best practices:

• Focus on your target audience – tailor landing page messaging to them. Whether you’re targeting homeowners, contractors, or businesses, use language and examples that resonate with their needs.
• Build credibility and trust – showcase your experience, certifications, and positive reviews. Consider including case studies or testimonials to highlight your expertise.
• Optimize for mobile – ensure your landing page is fully optimized for mobile devices. It must be accessible and easy to use on smartphones and tablets.

2. Real Estate

The average conversion rate for landing pages in the real estate industry is 7.4%, and the median is 2.6%. On the other hand, SeedProd reports a slightly higher median conversion rate of 2.8%. Various real estate branches, reaching different types of audiences, achieve various conversion results. For instance, agencies’ pages have an average CVR of 0.62%, while developers’ landing pages usually reach 2.45% conversion, as shown in Serviceform’s statistics.

These statistics highlight the variability in real estate landing page performance, with the potential for significant improvement if optimized correctly. For real estate businesses looking to boost their conversion rates and achieve above-average results, here are three key strategies:

• Leverage high-quality visual content – invest in professional photography, 3D virtual tours, and even drone footage to showcase properties in their best light.
• Optimize for local SEO – use location-specific keywords in your headlines, meta descriptions, and content. Add Google Maps integrations, local testimonials, and neighborhood guides to make the page more relevant to visitors searching for properties in a specific area.
• Create strong, personalized CTAs – use CTAs that resonate with the visitor’s stage in the buying or renting process. Ensure they are visually outstanding and prominently placed across the page.

3. Medical Services

The average landing page conversion rate for the medical services industry reaches 7.4%, but the median conversion is 3.6%. This significant disparity highlights the wide range of performance among medical service providers when it comes to attracting and converting website visitors. Factors such as service complexity, geographic location, target audience, or online reputation can contribute to this variation.

To improve conversions on your medical services landing pages, adhere to the following tips:

• Use clear and concise messaging – medical services can be complex, so it’s essential to communicate your value proposition clearly and concisely. Highlight the specific benefits of your services and explain how they address patients’ needs.
• Build trust and credibility – patients need to trust their healthcare providers. Showcase your credentials, certifications, and experience to establish credibility. Consider including patient testimonials or reviews to further build trust.
• Address patient concerns – anticipate common questions and concerns patients may have and address them directly on your landing page. This can help alleviate doubts and encourage patients to take the next step.
• Incorporate user–friendly design – ensure your landing page is easy to navigate and visually appealing. Use clear headings, bullet points, and high-quality images to enhance the user experience.

4. Business Services

The average conversion rate on landing pages in the business services industry is 8.7%, with a median CVR of 3.5%. Yet, B2B services is a wide industry that can cover various branches, so, for instance, staffing services landing pages have an average conversion rate of 5.1%, while the shipping and logistics sector achieves a CVR of 2.7%, as highlighted by Voog. Several factors, such as the target audience, service complexity, competition, and page quality, contribute to these differences.

High-converting landing pages in the business services industry cover the following best practices to boost performance and increase page conversions:

• Crafting a clear and concise value proposition – a business services landing page should immediately convey the service’s value proposition. Successful pages highlight the key benefits, solve the customer’s pain points, and differentiate the service from competitors.
• Using targeted messaging – B2B pages use tailored messaging to meet the specific needs and interests of the target audience. Using industry-specific terminology and examples demonstrates expertise and understanding of the target audience’s challenges.
• Offering a free consultation or demo – this landing page element helps build trust and allows potential clients to experience the service firsthand.
• Including a case study or testimonial – social proof is a powerful tool for convincing visitors to take action. Sharing success stories from satisfied clients helps demonstrate the value of the offered service.

5. Agencies

The average landing page conversion rate for agencies is 8.8%, while the median CVR is barely 2.4%. This places agencies near the lower end of the spectrum compared to other industries. These results suggest that a few agencies drive a disproportionate amount of conversions while many others struggle to attract and convert leads.

However, it’s important to remember that this is just a benchmark, and your specific goals may vary depending on factors such as your target audience and the complexity of your service. To improve conversion rates on your agency’s landing page, you should focus on the following three factors:

• Value proposition – make it clear to understand for potential customers.
• Targeted audience segmentation – segment your target audience by industry, company size, or specific needs to create more personalized and relevant landing pages that resonate with your ideal clients.
• Optimized landing page design – employ a clear layout with strategic whitespace.

By setting realistic goals based on the benchmark and continuously tracking progress, you can optimize your landing pages and drive higher conversions.

6. Family Support

The family support industry’s average landing page conversion rate is 9%, while the median CVR is 3.4%. The level of competition within the family support industry can impact conversion rates. It may be harder to stand out and attract potential clients in areas with a high concentration of service providers. Yet, once you understand your target audience and implement the 3 following best practices, you can better engage site visitors to take the desired action, ultimately increasing conversion rates:

• Approach landing pages with empathy and understanding – use compassionate language that resonates with the target audience’s experiences and challenges. Highlight how your organization can provide support and resources in a sensitive and supportive way.
• Provide clear and accessible information – ensure that the information on your landing page is easy to understand and access. Use clear headings, bullet points, and concise language to convey key messages. Consider providing an FAQ section to address common questions and concerns.
• Use a strong CTA – make the CTA prominent and visually appealing, and use clear and direct language that encourages action. A compelling CTA is essential for guiding visitors to take the desired action, such as contacting the organization or requesting services.

7. SaaS

The average SaaS landing page conversion rate is 9.5%, and the median CVR for this industry is 3%. This industry’s conversion rates differ depending on digital product type, target audiences, and competition. While some SaaS companies achieve impressive conversion rates, others struggle to attract and convert leads. However, even SaaS landing pages with a CVR of around 1% still generate substantial revenue, particularly when factoring in customer lifetime value (LTV), so a lower conversion rate doesn’t necessarily indicate poor performance.

Check the top SaaS landing page’s key elements that drive high conversions and implement them on your own page to achieve better results:

• Unique value proposition – highlighting the key benefits, solving the customer’s pain points, and differentiating the product from competitors.
• Strong CTA and simple form – prominent, visually appealing, aligned with the user’s journey CTA and simple sign-up form.
• Social proof – customer testimonials, reviews, case studies, and renowned customer logos.

Thanks to conversion optimization, your SaaS landing page can be one of the top landing pages, providing significantly higher revenues. Implement key elements affecting better conversion, run A/B tests, and leverage analytics to continuously improve your landing page performance and watch your business grow.

8. Travel

The average landing page conversion rate in the travel industry is 11.9%, with a median of 4.8%. This disparity between the average and median rates highlights the wide range of performance among travel companies in attracting and converting landing page visitors. For some companies, digital marketing efforts may provide less impressive results. The success in this industry depends on a few factors, such as destination popularity or the complexity of the booking process.

To increase conversions on travel landing pages and improve generating leads, implement the following best practices:

• Use compelling imagery – use high-quality images and videos to showcase the destination and your offering. Visuals can evoke emotions and inspire travelers to book.
• Ensure a user–friendly booking process – make it easy for visitors to book their trip. Use a streamlined landing page form with minimal steps and clear instructions.
• Use social proof elements – incorporate customer reviews, testimonials, or social media shares to build trust and credibility.

9. E-commerce

E-commerce businesses have an average landing page conversion rate of 12.9%, indicating that they can convert a significant portion of their visitors into customers. This high average suggests that well-optimized landing pages in e-commerce can effectively drive sales and engagement. However, the median conversion rate, which sits at 5.2%, highlights that while many businesses achieve high conversion rates, a substantial number still fall below this average, indicating room for improvement.

To drive more sales on your e-commerce landing pages, incorporate the following best practices:

• Ensure a user–friendly shopping experience – minimize the number of steps required to complete a purchase. Your landing page and checkout process must be easy to navigate and use.
• Use high-quality product images and descriptions – provide customers with all the necessary information to make an informed decision.
• Build trust and credibility – display customer reviews, testimonials, or security badges. Consider offering a satisfaction guarantee or return policy.

10. Fitness & Nutrition

Landing pages in the fitness & nutrition industry achieve, on average, a conversion rate of 13.2%, while the median CVR is 5.6%. The specific target audience within the fitness and nutrition industry can influence conversion rates. For example, landing pages targeting professional athletes may have different conversion metrics than those targeting individuals seeking general health and wellness. Similarly, businesses with strong online reputations can achieve better results. Yet, the key to a good conversion rate is the quality of the landing page, which can be achieved by implementing the following best practices:

• Use compelling imagery – use visuals, including images and videos, to inspire and motivate potential clients.
• Show expertise – demonstrate your expertise in the field by showcasing certifications, qualifications, or success stories.
• Use strong CTA – a compelling CTA with an outstanding design and clear messaging guides visitors toward the desired action.

11. Events & Leisure

The events & leisure industry, on average, achieves landing page conversion rates of 13.4%, but the median CVR is 5.2%. A well-optimized landing page with a clear and compelling signup form is crucial for maximizing conversions in this industry. By focusing on key elements like:

• Clear messaging – highlighting the benefits, experiences, and value proposition,
• Easy registration process – streamlined registration form with minimal steps and clear instructions,
• Mobile optimization – ensuring user-friendly event bookings and ticket purchases on smartphones and tablets,

you can significantly improve your current conversion rate and drive more signups and ticket sales.

12. Education

In the education sector, landing pages have an average conversion rate of 14.2%, but the median CVR reaches 5.8%. While some educational institutions achieve impressive results, others struggle to attract and convert website visitors. The success of landing pages in the education industry is particularly affected by different program offerings or geographic locations. The range and complexity of educational programs can also impact conversion rates. Specialized programs or unique courses may require more information and engagement from potential students, leading to lower conversions.

Great landing pages in the education industry cover the following best practices:

• Use of videos – they showcase the learning environment, student experiences, or faculty expertise.
• Use of strong CTAs –they create a sense of urgency or scarcity to motivate immediate action.
• Use of tailored messaging – personalized content resonates with different demographics (e.g., students, parents, employers).

13. Legal

In the legal industry, landing pages have an average CVR of 14.5%, while the median reaches barely 5.4%. Factors affecting various conversion rates in this industry include legal specialization, geographic location, or online reputation. For example, some areas of law may be more competitive or have a narrower target audience, which can impact conversions.

To generate leads effectively with a legal landing page, incorporate the following best practices:

• Address client concerns – focus on your target audience’s problems, anticipate common questions, and address them directly on your landing page to alleviate doubts and encourage them to contact you.
• Use a simple form – minimize the number of required fields and use a user-friendly layout to streamline contact.
• Offer a free consultation – consider offering a free consultation to encourage potential clients to learn more about your services.

14. Finance & Insurance

The average conversion rate for landing pages in the finance & insurance industry is relatively high, at 15.6%, but the median is more than half lower – 6.2%. This significant gap between the average and median conversion rates highlights a considerable variation in performance among different companies. A few factors, such as the complexity of the offered product, regulatory compliance, and the target audiences, can influence it.

To achieve above-average conversion rates on finance & insurance landing pages, stick to the following best practices:

• Use straightforward messaging – clearly communicate the UVP of your financial or insurance product or service.
• Incorporate trust signals – showcase your experience, qualifications, and any relevant certifications. Include client testimonials or case studies.
• Be transparent – address common concerns head-on to build trust and encourage clients to contact you.

15. Media & Entertainment

In the media & entertainment industry, landing pages have an average conversion rate of 18.1%, while the median CVR is 7.9%. The specific media or entertainment content type can influence landing page conversion rates in this industry. For example, popular or highly anticipated content may have higher conversion rates due to increased demand. Anyway, every landing page in the media & entertainment industry has the potential to achieve high conversion rates, and the best practices that can help you in customer acquisition include:

• Reducing distractions – keep your landing page clean and focused, with minimal distractions that could divert attention from the primary goal.
• Ensuring fast loading – optimize your landing page for speed to avoid losing visitors due to slow load times.
• Using immersive visuals – use high-quality images, videos, or animations to capture attention and showcase your content.

16. Catering & Restaurants

The catering & restaurant industry takes first place in the average landing page conversion rate list, with results of 18.2% and a median CVR of 9.8%. Businesses that leverage visual appeal tricks, optimize their landing pages for local SEO, show online reviews, and ensure mobile responsiveness win the competition and achieve exceptionally high conversion rates.

To achieve the best results, while creating your catering or restaurant landing page, incorporate the following best practices:

• Ensure fast loading times – optimize your page for speed to avoid losing visitors due to slow load times.
• Optimize for local search – use relevant keywords and location-specific information to rank higher in local search results.
• Implement an online reservation system – offer an easy-to-use reservation system to streamline the booking process.

Where to Find the Landing Page Conversion Rate Calculator?

You can find landing page conversion rate calculators on digital marketing platforms, analytics tools‘ websites, marketing blogs, and general calculator websites. One of the best free tools to measure your landing page efficiency is WebFX’s conversion rate calculator. It includes short instructions and valuable tips to improve your page’s performance. You can also leverage the Digital Web Solutions’ CVR calculator, which is available as one of the free tools. This webpage includes a few educational paragraphs that will help you understand the importance of tracking conversion rates.

You can also leverage analytics tools, such as EventTracker from Landingi, to track micro-conversions, find the most engaging landing page elements, and easily check your landing page conversion rates. This tool can assist you in evaluating the effectiveness of your landing pages and identifying areas for improvement.

How to Improve Landing Page Conversion Rate?

To improve the landing page conversion rate, focus on optimizing key elements that directly influence how visitors interact with your page and whether they take the desired action. The average conversion rates across industries are great benchmarks for setting achievable goals for your landing page campaigns. However, creating a visually appealing landing page is not enough to drive high conversions – meet the 8 effective conversion optimization strategies to boost your landing page’s performance:

1. Enhance your value proposition

Firstly, enhance your value proposition. Regardless of industry and landing page type, the value proposition should be clear, compelling, and immediately visible to visitors. It should communicate the unique benefits of your product or service and why it’s worth their time and attention. Remember – relevant content enhances visitor engagement. Use concise, impactful language to highlight the main advantages and ensure that your value proposition stands out on the page.

2. Simplify the user experience

Secondly, simplify the user experience. A cluttered or confusing landing page can deter visitors from converting. To prevent bounce rates, minimize distractions, simplify the navigation, and make the page as intuitive as possible. Ensure visitors can quickly find the information they need and are guided smoothly toward the call-to-action.

3. Optimize your call-to-action (CTA)

Thirdly, optimize your CTA, as it’s one of the most critical elements on the landing page. Clear call-to-action improves conversion rate. Make sure it’s prominent, action-oriented, and visually distinct from other elements on the page. Use strong, persuasive language that clearly tells visitors what to do next, such as “Get Started Now,” “Download Free Guide,” or “Sign Up Today.” The CTA should also be easy to find and accessible on both desktop and mobile devices.

4. Leverage social proof

Fourthly, leverage social proof. Customer testimonials, reviews, case studies, or trust badges can significantly increase credibility and encourage conversions. By showing that others have successfully used and benefited from your product or service, you can build trust and reduce visitors’ hesitation. Place social proof elements strategically near the CTA or key decision points on the page.

5. Improve page load speed

Fifthly, improve page load speed. A slow-loading landing page can lead to high bounce rates and missed conversion opportunities. Optimize your page’s load speed by compressing images, minimizing scripts, and using a reliable hosting service. Page load speed affects conversion rate – a faster page enhances user experience and improves your chances of achieving the ideal conversion rate.

6. Conduct A/B Testing

Sixthly, conduct A/B testing using a professional landing page platform, such as Landingi. A/B testing involves creating different versions of your landing page to see which one performs better. Test various elements such as headlines, images, CTAs, and color schemes to determine what resonates most with your audience. Regular testing allows you to make data-driven decisions and continuously optimize your page for higher conversion rates.

7. Ensure Mobile-Friendliness

Seventhly, ensure mobile-friendliness. Mobile optimization improves conversion rate on mobile devices. With a significant amount of web traffic coming from mobile devices, it’s crucial that your landing page is fully responsive and easy to navigate on smartphones and tablets. Ensure that buttons are large enough to tap, text is readable, and images load quickly on mobile devices.

Choose the best landing page builder – Landingi, that automatically adjusts all landing page dimensions to the mobile screen. Your mobile page will be fully customizable, but the most hard work, including resizing CTA buttons and implementing the right dimensions for each section, image, and form, will be done for you. A mobile-friendly design can significantly improve conversion rates for visitors on the go.

8. Personalize content

Eighthly, personalize the content on your landing page based on visitor behavior, location, or previous interactions to make the experience more relevant and engaging. Use dynamic content to tailor headlines, offers, and CTAs to match the visitor’s needs and preferences, increasing the likelihood of conversion.

9. Continuously track and refine

Lastly, continuously track and refine your landing page based on KPIs and user behavior patterns. Use the EventTracker tool from Landingi to gather all data in a transparent dashboard. This tool doesn’t require any setup process – you can easily track the performance of each page created in Landingi with just one click. Leverage gathered data for further optimization, meet your target audience expectations, and watch how it helps to increase conversion rates.

Improve Your Landing Page Conversion Rates with Landingi

Landing page conversion rates vary significantly across industries and can be influenced by numerous factors. While the average conversion rate may provide a general benchmark, it’s essential to consider the specific context of your business and target audience.

Improve your landing page performance by incorporating conversion optimization best practices and focusing on creating a compelling and user-friendly experience. Try Landingi now – craft, test, and optimize your pages based on data, all within a single, professional landing page platform.