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Unbounce is the leading platform for building and optimizing landing pages that convert. For over a decade, marketers from virtually every industry have used Unbounce to build, test, and optimize high-converting landing pages that power their marketing campaigns. As a result, we’ve collected insights on over 2 BILLION conversions all-time.
Here’s what that means for you: The benchmark data in this report isn’t based on a small “random” sample of 100 landing pages that are just cherry-picked, best-in-class examples to paint the prettiest picture possible. Not even close.
To build this report, in the past year alone, we’ve analyzed:
Facebook, Instagram, Google, YouTube, LinkedIn, Bing, Yahoo—which channels actually convert the best? We have the answers—and the benchmarks you can use across each channel to make sure you’re reaching your full potential.
Not optimizing the mobile versions of your landing pages is costing you far more conversions than you might think. In some industries, up to 7x more visitors are coming from mobile devices vs. desktop, yet mobile conversions rates are often lower than desktop.
You've heard attention spans are shrinking—something about goldfish, right? The truth is, copy length, readability, and word choice directly affect conversion rates. In this report, we explore just how much and what you can do about it.
Benchmark data alone is always helpful. If you know where the bar is, it’s easy to gauge whether your performance is above or below average—then act accordingly.
But numbers alone aren’t always the most actionable. So to complement the conversion benchmark data throughout this report, we’ve also included tactical recommendations to help you get better results from your landing pages (without having to spend bundles of cash and wait months to see the needle move).
You’ll uncover actionable insights you can launch on your landing pages right away. (You don’t need to wait for your next quarterly planning session.) With the insights in this report, you’ll be able to prioritize the right opportunities, so you can spend your time and every precious dollar of your paid media budget wisely.
Complex, turn-it-all-upside-down-style changes aren’t the only way to move the needle. Use the key takeaways from this report to prioritize smaller, simple changes that will have a big impact on your conversion rate. Unbounce helps you implement them simply, too. Just jump into our drag-and-drop builder with built-in A/B testing and go.
Discover countless optimization opportunities and stay aware of the various things that could be hurting your conversion rate. Then it’s time to get to work. With the right tools, CRO becomes part of your DNA—not a massive project you suffer through every few months. With Unbounce, you can build, test, and optimize your landing pages in one platform.
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
“What’s a good conversion rate?”
Chances are, that very question is one of the main reasons you’re here. So we’ll skip straight to it—here’s your answer: The median conversion rate across all industries is 6.6%.
We’ve highlighted the median conversion rates across nine different industries, which range from 3.8% to 12.3% as the chart below shows.
We’ve also done a deep dive into five of those industries (with more coming soon). Check ‘em out in the navigation on the left or jump to your industry. If you don’t see your industry, don’t sweat it. We’ve got plenty of industry-agnostic insights below, from which paid media channels are performing best to landing page readability.
Simply put, you can’t afford not to optimize your landing pages for mobile devices. An 8% gap in conversion rates is significant, but it gets even worse when you look at the number of conversions lost. If all industries optimized their pages, we might have reported over 1.3 million more conversions.
With the Unbounce page builder that lets you fully customize the mobile experience as well, there’s no excuse anymore for your landing pages to look clunky and broken on mobile.
When it comes to landing page copy, there are countless ways to optimize. Long story short: simple and shorter copy typically leads to healthier conversion rates, but some variables have a bigger impact than others.
For this analysis, we’ve defined “difficult words” as words with three or more syllables. To get specific, the data shows a -24.3% correlation between the number of difficult words used and your conversion rate. In simple terms, there’s a high likelihood that your conversion rate will drop as you add more difficult words to the page.
Conversion rate optimization doesn’t need to be complex or take months to implement. The reality is, there are actions you can take today that can boost your conversion rates and deliver an even greater ROI on your marketing efforts.
The Unbounce platform is how thousands of marketers are already doing exactly that.
We call it simple CRO: Simple actions you can take without a designer, developer, data scientist, or expensive management consultant running 3-month-long customer interviews.
With Unbounce, you can:
With the easy-to-use drag-and-drop builder, you can launch landing pages fast. No coding needed. Perfect for getting your pages live in no time.
Change and A/B test different parts of your page, all while creating an unlimited number of page variants to find out what lands the best with your visitors.
With Unbounce’s AI-powered traffic optimization tool, Smart Traffic, you can automatically send visitors to the best page for them to boost your results without any extra effort.