What is the average conversion rate for a landing page?

Any good marketer knows that your conversion rate is probably one of the most important metrics when you’re trying to gauge if your marketing is doing awesome or just average.

So what’s the average landing page
conversion rate? 

We’ve analyzed lead generation landing pages across 10 different industries (with a total of 74,551,421 visitors), and the average landing page conversion rate was 4.02%1. 

The lowest-converting industry is higher education at 2.6%, and the highest-converting industry is vocational studies & job training at 6.1%.

But, here’s the thing…

Average conversion rates can vary wildly depending on what industry you’re in. And if you’re comparing yourself to the average conversion rate across all industries, you could be doing yourself a disservice.

For example, if you’re in higher education, a conversion can look very different from a company in the legal industry. So, instead of asking “What’s the average landing page conversion rate?”, you should be asking “What’s the average conversion rate for a landing page by industry?”

Average lead-generation 
conversion rates by industry2

Speaking of conversions… Are you looking at newsletter subscribers? Sales? There are a variety of actions someone can take—some that are lower commitment than others—that can all be considered conversions.

Copyright 2018 Unbounce.com – The Landing Page & Conversion Marketing Platform

1 We added up the median conversion rates of the 10 industries and divided by 10 to calculate the overall average conversion rate. 

2 To calculate the average conversion rate in each industry, we used the median: the middle number when you put all the conversion rates in order. We chose to use the median over the mean because it’s not affected by outliers (extreme highs and lows) and provides a more accurate look at the average conversion rate.

What’s the average conversion rate for a landing page?

Any good marketer knows that your conversion rate is probably one of the most important metrics when you’re trying to gauge if your marketing is doing awesome or just average. 

  • Higher Education - 2.6%

  • Real Estate - 2.9%

  • Health - 2.9%

  • Home Improvement - 3.3%

  • Legal - 3.3%

  • Business Services - 3.5%

  • Business Consulting - 5.0%

  • Travel - 5.0%

  • Credit & Lending - 5.6%

  • Vocational Studies & Job Training - 6.1%