Healthcare, Wellness & Medical Services conversion rate benchmarks by Unbounce

OVERVIEW

Key conversion rate insights for health and wellness

Everybody wants to be healthy (or healthier), but not everyone picks the same path to reach that goal. As a health and wellness marketer, the channels you choose can be the difference between high healthcare conversion rates and missed opportunities.

Mobile drives more traffic, but conversion rates are lacking

Almost seven times more visitors are using mobile devices, yet desktop visitors are converting better on average. Make sure you spread some love across both formats so you can capture the most conversions.

Place your bets on email

Everyone is talking about paid media right now, but organic channels can convert even better. Email sees great performance in healthcare which means you can spend less but still get great results.

Easy to read, easy to convert

Don’t force people to use a dictionary to understand your message. Copy that’s written at easier reading levels (think grade 7 or lower) gets way more conversions.

Accelerate results with simple CRO

Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.

KEY INSIGHT: INDUSTRY SUBCATEGORIES

Wellness pages are flexing conversion muscles with an 8.2% median conversion rate

The subcategory of wellness landing pages is the star of the show. Its median conversion rate (8.2%) outperforms the median healthcare industry conversion rate (5.1%) by 38% and also ranks higher than the medical treatment subcategory median conversion rate, which lies at 5.3%. About half of the wellness pages have a median conversion rate of between 4.5% to 14.5%.

On the flip side, dental is the only subcategory below the industry median. The median conversion rate for dental services is 4.3% and half of the dental pages hit conversion rates of between 2% to 8.3%.

Conversion rates by industry subcategory

Keep an eye on how conversion rates vary at each funnel stage

Performance clearly varies quite significantly within health and wellness, which means precision is key. You might see sky high conversion rates for appointment bookings, but your top of funnel conversion goals (like an email sign-up) may be lagging behind. If you’re ready to get to optimizing, here are 26 ways you can start.

KEY INSIGHT: OVERALL TRAFFIC CHANNELS

Traffic from email converts 2x more than paid channels

Traffic from email campaigns in health and wellness are crushing it, driving healthcare conversion rates nearly double those of both paid search and social. Yep, you read that right—the health and wellness email marketing landing page conversion rates show how email delivers results that leave others in the dust.

By giving you a direct line to your audience, email allows you to drop your message into readers’ inboxes with personalized, targeted content that speaks to their health and wellness goals—whether it’s a quick tip on staying active, a limited-time offer on organic supplements, or a friendly nudge to book that overdue dental cleaning.

Conversion rate by traffic channel group

Personalize to reach your potential

Health and wellness is personal, which means your channels should feel personal too. Email is a top performer, but we guarantee that those who personalize their email campaigns and their landing pages will always be the stars of the show.

KEY INSIGHT: PAID SEARCH TRAFFIC CHANNELS

Yahoo and Google are converting at similar rates

When it comes to the healthcare conversion rate for paid search traffic, it’s clear that not all search platforms are created equal.

Google Ads still leads the charge, boasting a median conversion rate of 4.7%—significantly outshining Bing’s 2.8%. Google is a pretty safe bet for ad traffic because it’s very likely to deliver the results you’re after (and here are some tips on how to improve your Google ads).

But don’t forget about Yahoo. With a median conversion rate of 4.1%, it wouldn’t take much for Yahoo to start outshining Google. Better yet, a significant portion of landing page traffic from Yahoo is converting at a rate that actually outshines Google. Yahoo is also the more affordable option, which means you have a good chance of converting more and spending less.

Conversion rate by paid search traffic source

Invest in Yahoo to convert more and spend less

Google is the lead horse in the race (barely), but it might be worth betting on Yahoo because of its lower advertising costs and greater potential for higher conversion rates.

KEY INSIGHT: PAID SOCIAL TRAFFIC CHANNELS

Instagram and Facebook are social standouts

Social media is a major player in the healthcare industry, and when it comes to conversion rates Instagram is taking the lead. With conversion rates that outpace the industry median for paid social, Instagram is proving that it’s more than just a platform for pretty pictures and inspirational quotes—it’s a serious conversion machine.

And don’t forget Facebook—it’s still a major contender, delivering solid results that make it a reliable option for paid social campaigns. While it might not be as flashy as Instagram, Facebook’s wide reach and robust targeting capabilities mean it’s still a go-to for health and wellness marketers looking to drive conversions.

TikTok typically converts at a lower rate of 2.8%, but top performing pages are converting at up to 12.6%. Keep one eye on it because with the right campaign at the right time, you could achieve great results with a new audience (hello, Gen Z).

Conversion rate by paid social traffic source

Instagram is your go-to for outstanding conversion rates

If you’re looking for the most conversion potential, Instagram is it. Instagram ad traffic is consistently high-performing, boasting a median conversion rate of 7.7%, which exceeds the health and wellness industry median of 5%. Top performing pages achieve conversion rates of up to 39.7% (wowza), which means there’s also lots of room to grow. Don’t be afraid to boost your spend to boost your results.

KEY INSIGHT: MOBILE VS. DESKTOP

Mobile brings 7x more traffic but desktop converts 22% better

Mobile is driving 7x more traffic than desktop—a clear sign that people are turning to their phones for everything from wellness tips to booking dentist appointments. But here’s the twist: While mobile brings in the volume, desktop holds the conversion crown with a 22% advantage.

This contrast highlights a massive opportunity—put more time and effort into converting the millions of the mobile visitors who are currently slipping through your fingers. Meanwhile, you can still reap the rewards of high desktop conversion rates.

Conversion rates for mobile vs. desktop visitors

Low mobile conversion rates lead to huge losses

If your site isn’t mobile-optimized, you’re missing out on a huge chunk of potential conversions. Putting in some extra time and effort to optimize your landing page for mobile is a must (not a maybe).

Create a better mobile experience by focusing on faster load times, clean layouts, and easy navigation to start closing that conversion gap.

It’s also possible that your page is in tip top shape, but your conversion goal is all wrong. Try shifting your mobile conversion goal to simply getting an email signup. From there, you can nurture these leads with an email marketing campaign.

KEY INSIGHT: READABILITY

Get healthier conversion rates with copy that’s easier to read

When it comes to health and wellness landing pages, simplicity wins. Copy that’s easy to read and understand leads to waaay healthier conversion rates.

Sophistication doesn’t sell: Easy reading drives conversions

Pages written at a 5th to 7th-grade reading level are the most effective with a 10.8% median conversion rate. As reading difficulty ramps up, conversion rates take a nosedive. Content at the 8th and 9th-grade reading level drops your median conversion rate by 48% and messages at the 10th to 12th-grade level reduce the conversion rate by a depressing 55.6%.

Conversion rate by reading ease score

Keep it simple, seriously

In the health and wellness space, where clarity and accessibility are crucial, easy-to-read content isn’t just nice to have—it’s your conversion goldmine.

Ditch the jargon, make your messaging crystal clear (you can use AI to help you write), and watch those conversion rates soar.

Increase conversions with the optimal word count

Two factors that affect readability are how many words you’re using and how difficult those words are to read. (We’re defining “difficult” words as those with three or more syllables.)

To increase your chances of hitting or exceeding the 5.1% median conversion rate, aim for a word count between 355 and 1,020 words. That’s your Goldilocks zone—not too long, not too short, just right to keep your readers engaged without overwhelming them.

The number of difficult words you use also plays a big role in keeping your conversions on track. To maintain a solid conversion rate, you’ll want to keep the count of challenging words between 65 and 155. Go over that range, and you risk losing your audience’s attention.

Conversion rate by word count and number of difficult words

Find the right balance in your messaging

Provide enough content to be informative and persuasive, but keep it clear and accessible. (Here’s where you can learn more about effective copywriting.)

You don’t have to rely on guesswork to optimize your word count. Try running an A/B test where you cut down your word count by half, then keep testing and adjusting until you find the conversion rate sweet spot. 

HEALTH AND WELLNESS

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HEALTH AND WELLNESS

Choose your traffic channels wisely to get more conversions

OVERVIEW

Key conversion rate insights for health and wellness

Mobile drives more traffic, but conversion rates are lacking

Place your bets on email

Easy to read, easy to convert

Accelerate results with simple CRO

KEY INSIGHT: INDUSTRY SUBCATEGORIES

Wellness pages are flexing conversion muscles with an 8.2% median conversion rate

Conversion rates by industry subcategory

KEY INSIGHT: OVERALL TRAFFIC CHANNELS

Traffic from email converts 2x more than paid channels

Conversion rate by traffic channel group

KEY INSIGHT: PAID SEARCH TRAFFIC CHANNELS

Yahoo and Google are converting at similar rates

Conversion rate by paid search traffic source

KEY INSIGHT: PAID SOCIAL TRAFFIC CHANNELS

Instagram and Facebook are social standouts

Conversion rate by paid social traffic source

KEY INSIGHT: MOBILE VS. DESKTOP

Mobile brings 7x more traffic but desktop converts 22% better

Conversion rates for mobile vs. desktop visitors

KEY INSIGHT: READABILITY

Get healthier conversion rates with copy that’s easier to read

Sophistication doesn’t sell: Easy reading drives conversions

Conversion rate by reading ease score

Increase conversions with the optimal word count

Conversion rate by word count and number of difficult words

HEALTH AND WELLNESS

Create and launch your landing pages fast, without the hassle