DISCOVER YOUR CONVERSION POTENTIAL WITH UNBOUNCE'S
CONVERSION BENCHMARK REPORT
Many marketers don’t know whether their last campaign was a smash hit—or a total dud. Unlike open and click-through rate benchmarks for email marketing, industry-wide data for landing pages just hasn’t been available. Until now.
About This Report
Now you can see how your business stacks up...
We’ve dug deep into the performance of 16 major industries, based on a machine learning analysis of more than 186 million visits and 19 million conversions on 34 thousand landing pages. The result? Unbounce’s 2020 Conversion Benchmark Report. Explore insights, like:
Software pages convert 10% below the overall industry baseline...
This report includes conversion benchmarks for 16 key industries drawn from real Unbounce customer landing page data. How do your landing pages perform compared to others in your space? And what can you learn from what marketers in other industries are doing?
Negative language might hurt conversions on legal pages...
Stirring up negative emotions could amount to lower conversion rates for lawyers. But which emotions should your industry be paying attention to? Our sentiment analysis provides useful insights about which emotions you might want to accentuate in your page's copy (and which to avoid!).
Pest control pages convert best at 400-500 words...
It can take a little—or a lot—to convince your visitors to convert. We’ve tracked the ideal length and reading ease for tons of businesses, from pre-schools and insurance companies to beauty retailers and pest control. So you'll know how lengthy your page should be to convert in your industry.
About This Report
“What’s a good conversion rate?”
A conversion can mean many things. It’s an action that you want your visitors to take—like buying, downloading, or subscribing. It can be a new lead, a phone call, or an in-person appointment. But ultimately it depends on your business, campaigns, industry, and goals.
So, what’s a good conversion rate for your landing pages? And why do some pages (and industries) perform better than others? Knowing this helps you continually improve performance, but understanding what success actually looks like can be a challenge.
That’s why we created this report. Using our proprietary machine learning model, we’re bringing you dozens of insights about what works—and what really doesn’t—when it comes to landing pages. We’ve looked at readability, word count, emotions, and more to create new opportunities to pair your marketing know-how with the processing power of AI.
Optimizing your landing pages doesn’t need to be aspirational. We hope these machine-derived insights empower you to create the highest-converting campaigns of your career—and reach your conversion potential.
Every marketer wants to be data-driven, but good data in the wrong context can lead you in the wrong direction. This report gives marketers insight into what’s happening in their industry. Now you can stop guessing what conversion rate to aim for and instead set your sights on realistic milestones.
Founder of Customer Camp
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.
About This Report
How do your industry conversion rates stack up?
Here’s a breakdown of median conversion rates for landing pages across 16 industries. Throughout most of this report, we’ve based our analysis on the median conversion rate instead of the average (mean).
Why? Imagine this is a report about the average housing prices in your neighborhood, but it also includes the mansions of a dozen billionaires. It’d massively distort the average and make it useless to you. Averages include high-performing outliers that skew the data—and many Unbounce customers absolutely crush it when it comes to converting. By reporting median instead, we’re giving you a better sense of where most pages convert.
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Comparing apples to ecomms…
Performance standards vary drastically between industries. Makes sense, right? Putting down your credit card for a pair of socks isn’t the same thing as renovating your kitchen, and registering for an online course takes way more commitment than ordering a pepperoni pizza.
How you stack up against companies in your industry is more actionable than overall numbers, so check out the industry-specific sections of this report that are most relevant to you.
That said, here are some of the most dramatic differences and trends we’ve noticed across all industries:
About This Report
- The median conversion rate for all the landing pages we analyzed is 3.2% (or, expressed as an average, 9.7%). But the top-performers do much better: they impressed us with a median conversion rate of 25% (based on the top 25th percentile).
- Software as a Service (SaaS) landing pages are the most difficult to read of all the ones we analyzed, while pages for catering and restaurants had the simplest copy overall.
- On average, the media and entertainment industry produces landing pages with the fewest words, while fitness and nutrition marketers tend to be the wordiest.
- Click-through landing pages convert best for many industries, but forms (or lead gen pages) are far more common—in fact, 62.6% of pages use forms.
- Medical practitioners use more words associated with sadness and fear, legal practitioners express more anger, and marketers in finance and insurance rely on more trust-related language.
About This Report
Here are the industries we’re giving the low-down on…
How’d we get these numbers? We started with the data. Guided by a team of data scientists, we used a proprietary machine learning model we’ve been teaching to sort and analyze 34 thousand landing pages into 16 industries and 50 subcategories. Read our complete methodology to find out more.
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So how do your expectations compare to reality?
We surveyed 400 marketers in the trenches to see what they expect the conversion rate to be in their industry and what they wish it could be. Almost half of them told us that conversion rates in their industry usually fall between 6 to 15%. (And more than 45% told us they wouldn’t be happy without conversion rates above 15%. Tough crowd.)
Given that our analysis discovered the overall average conversion rate is 9.7%, these are some pretty lofty goals. (Though the top-performing pages in this report convert well above these numbers. We’re impressed!) The thing is: marketers are not wrong in wanting to deliver higher conversion rates. But how do you do it? That’s where this report comes in.
Say you’re tasked with improving your landing page performance, and it’s currently converting at 5%. Is that good? Is that terrible? Without knowing the answer, it’s impossible to know how much time and effort to invest in optimizing it. And most teams have no idea.
Growth Advisor & Former Growth Lead at Airbnb
About This Report
Fortify your marketing instincts with ML-powered insight.
At Unbounce, we believe machine learning can help marketers reach their goals in the years to come. That’s why we created the Conversion Benchmark Report. Here’s how we recommend you use these insights to build better landing pages:
Dig into your industry benchmarks.
Read about landing pages that are performing best in your industry (or one like yours) and see where you stack up against them. Are you where you need to be?
Turn your learnings into a new approach.
Build one or more variants for your pages that apply what you’ve learned from this report. For instance, you could change the emotional tone or simplify your vocab.
Optimize and test the results on your pages.
Run A/B tests to ensure the changes improve conversion performance—or just turn on Unbounce’s Smart Traffic, which will automatically optimize for you. Learn more.
About This Report
Explore industry insights that’ll boost your conversion rates.
Don’t stop here! Use the left-hand menu to read detailed benchmarks and insights derived from our machine learning analysis. You’ll learn what calls to action work best, how reading ease and word count relate to conversion rates, what emotions seem to resonate with your visitors, and more ideas that’ll help you optimize your landing pages.
Software as a Service | Business Services
Home Improvement | Ecommerce | Legal | Real Estate