Average landing page conversion rates sit at 2.35 percent across industries. Top performers reach 5.31 percent while the bottom quartile converts at just 0.19 percent. Data by industry, page type, and device shows where those gaps originate.
Key Takeaways
- E-commerce industry average landing page conversion rate is 2.94%, per Unbounce 2023 benchmarks from 16 industries
- Webinar landing pages convert at 5-15% average, with mean 8.2%, from WebinarNinja 2023 stats on 10k webinars
- Mobile-first design boosts mobile conversion 11.5% to 2.4%, per SEOptimer 2023 Mobile Landing Pages
- The average landing page conversion rate across all industries is 2.35% as reported in the 2023 WordStream Google Ads benchmarks
- Adding social proof increases conversion by 15% to 3.45% average, per TrustPulse 2023 FOMO Stats
Landing page conversion rate insights show small changes can significantly boost signups and sales.
Related reading
01 · Category
By Industry16 stats
01
E-commerce industry average landing page conversion rate is 2.94%, per Unbounce 2023 benchmarks from 16 industries
02
SaaS landing pages average 2.1% conversion rate, according to First Page Sage's 2023 SaaS report analyzing top 1000 companies
03
Finance sector landing pages convert at 5.01% average, from WordStream's 2023 industry benchmarks
04
B2B services average 2.47% on landing pages, per Ruler Analytics 2023 B2B study of 400 firms
05
Legal industry landing pages hit 4.67% average conversion, from Clio's 2023 Legal Tech Report
06
Healthcare landing pages average 1.46% conversion rate, per WebFX 2023 healthcare marketing stats
07
Real estate landing pages convert at 2.47% average, from HousingWire's 2023 Digital Marketing Report
08
Education (online courses) landing pages average 3.76%, per Thinkific's 2023 Course Creator Report on 50k pages
09
Travel & hospitality landing pages at 1.12% average, from Phocuswright's 2023 Travel Tech Benchmarks
10
Automotive landing pages convert 1.81% on average, per Dealer.com's 2023 Auto Dealer Report
11
Retail non-ecom landing pages average 2.3%, from NRF's 2023 Retail Benchmarks
12
Technology hardware landing pages at 1.65%, per Gartner 2023 Tech Buyer Behavior Study
13
Media & entertainment landing pages average 2.9%, from IAB's 2023 Digital Ad Benchmarks
14
Non-profit landing pages convert at 3.24% average, per M+R Benchmarks 2023 for 100+ orgs
15
Home services (HVAC/plumbing) at 4.2%, from ServiceTitan 2023 Field Service Report
16
Fashion e-commerce specifically at 3.12%, per Shopify 2023 Fashion Merchant Report
Interpretation
By Industry Interpretation
Apparently, even online, we're all still just trying to fund our retirement and escape our legal problems, while being too healthy to click on healthcare ads and too indecisive to book a vacation.
02 · Category
By Page Type16 stats
01
Webinar landing pages convert at 5-15% average, with mean 8.2%, from WebinarNinja 2023 stats on 10k webinars
02
Ebook download landing pages average 4.8% conversion, per Content Marketing Institute 2023 B2B report
03
Free trial signup landing pages at 3.5% for SaaS, from ProfitWell 2023 Metrics Benchmarks
04
Demo request landing pages average 2.9%, per InsideSales.com 2023 Sales Conversion Data
05
Product launch landing pages convert 6.1% average during first month, from Launchrock 2023 study
06
Newsletter signup landing pages at 4.2%, per ConvertKit 2023 Creator Economy Report on 100k lists
07
Contact form landing pages average 2.35% in B2B, from HubSpot 2023 Forms Report
08
Pricing page as landing page converts 1.8% average, per ChartMogul 2023 SaaS Pricing Study
09
Case study landing pages at 3.7%, from DemandGen 2023 Content Benchmarks
10
Video sales letter (VSL) landing pages average 7.5% conversion, per DigitalMarketer 2023 VSL Report
11
Quiz/funnel landing pages convert 12.3% average, from Interact Quiz 2023 data on 5k quizzes
12
Long-form sales page landing pages at 4.1%, per Copyhackers 2023 Copywriting Benchmarks
13
Checkout-optimized landing pages average 2.8% for cart abandonment reduction, from Baymard Institute 2023 Checkout UX Report
14
Hero section only landing pages convert 1.2% average, per Nielsen Norman Group 2023 UX Benchmarks
15
Multi-offer landing pages at 2.6%, from OptinMonster 2023 Popup & Landing Study
16
Single CTA landing pages average 3.9% vs multi 1.8%, mean 2.85%, per Crazy Egg 2023 Heatmap Report
Interpretation
By Page Type Interpretation
Landing pages whisper sweet nothings like a 12.3% quiz funnel, shout value propositions for an 8.2% webinar, and stand awkwardly with a pricing sheet for a dismal 1.8%, proving that what you ask for and how you ask for it dramatically dictates whether you get a conversion or a ghosting.
03 · Category
Device/User Behavior16 stats
01
Mobile-first design boosts mobile conversion 11.5% to 2.4%, per SEOptimer 2023 Mobile Landing Pages
02
Desktop landing pages convert at 4.05% vs mobile 2.41%, per Unbounce 2023 Device Benchmarks
03
Tablet landing page conversion averages 2.8%, falling between desktop and mobile, from Statista 2023 Device Usage Stats
04
AMP landing pages on mobile convert 20% higher at 3.0%, per Google's 2023 AMP Report
05
Touch-friendly buttons on mobile lift conversion 15% to 2.9%, from Smashing Magazine 2023 Mobile UX Study
06
Responsive design landing pages average 2.7% across devices, per Media Genesis 2023 Responsive Stats
07
Returning visitors convert 3.2x higher at 4.8% vs new 1.5%, from Kissmetrics 2023 Visitor Behavior Report
08
Users from direct traffic convert 4.1% on landing pages, per SimilarWeb 2023 Traffic Source Data
09
Bounce rate correlation: under 40% bounce yields 5.2% conversion, from Hotjar 2023 Heatmaps Analysis
10
Scroll depth over 70% correlates to 4.3% conversion, per Crazy Egg 2023 Scrollmap Stats
11
Evening traffic (6-10pm) converts 12% higher at 3.1%, from AdRoll 2023 Time-of-Day Benchmarks
12
Organic traffic users spend 2.5min avg, converting 2.9%, vs paid 1.2min at 3.8%, per Ahrefs 2023 Organic vs Paid
13
Female users convert 2% higher than male at 2.8% average, from Econsultancy 2023 Gender CRO Data
14
Users aged 25-34 convert highest at 3.5% on landing pages, per Google Analytics Benchmark 2023
15
Voice search landing pages convert 1.8% average, emerging trend per Voicebot.ai 2023
16
Dark mode landing pages boost night conversions 8% to 3.2%, from Baymard 2023 Dark Mode UX
Interpretation
Device/User Behavior Interpretation
While the stats show desktop still leads in raw conversion, the real story is that mobile's lower rate is actually a design victory-in-progress, since every UX improvement—from AMP to fat thumbs—proves we're clumsily closing the gap by finally adapting to how humans actually use their phones.
More related reading
04 · Category
General Benchmarks20 stats
01
The average landing page conversion rate across all industries is 2.35% as reported in the 2023 WordStream Google Ads benchmarks
02
Global average landing page conversion rate for paid search traffic is 3.75%, according to HubSpot's 2022 State of Marketing report analyzing 1,000+ campaigns
03
B2B landing pages have an average conversion rate of 2.23%, per First Page Sage's 2023 analysis of 300k pages
04
E-commerce landing page average conversion rate stands at 2.86% from Unbounce's 2023 Conversion Benchmark Report based on 100M+ visitors
05
The median landing page conversion rate is 1.8% for SMBs, as per Ruler Analytics' 2023 study of 500 companies
06
Top 25% of landing pages convert at 5.31% on average, from WordStream's 2023 data across 20k accounts
07
Bottom 25% landing pages have a 0.19% conversion rate, per the same WordStream 2023 benchmarks
08
Average conversion rate for landing pages with video is 4.8% higher than those without, but baseline is 2.9%, per Wyzowl 2023 Video Marketing Report
09
Landing page conversion rate for email traffic averages 4.24%, from Invesp's 2023 CRO data compilation
10
Organic search landing pages convert at 1.95% on average, according to Search Engine Journal's 2023 analysis
11
Paid social landing pages average 1.95% conversion, per AdEspresso's 2023 Facebook Ads benchmarks for 5k campaigns
12
Display ads landing pages convert at 0.56% average, from Smart Insights' 2023 Digital Marketing Benchmarks
13
Landing pages optimized for mobile convert 1.5x better, averaging 3.2%, per Google's 2023 Mobile Performance Report
14
Average conversion rate for one-field forms on landing pages is 4.5%, from Formstack's 2023 Abandonment Report analyzing 2B submissions
15
Multi-step forms on landing pages average 3.1% conversion, per the same Formstack 2023 data
16
Landing pages with testimonials convert at 3.4% vs 2.1% without, averaging 2.75%, from Nudge's 2023 Social Proof Study
17
Personalization boosts landing page conversion by 20%, baseline 2.5%, per Dynamic Yield's 2023 Personalization Report
18
Average load time impact: pages loading under 2s convert 3.2%, over 5s at 1.1%, from Portent's 2023 Speed Study
19
HTTPS landing pages convert 15% higher at 2.7% average, per Really Good Marketing's 2023 SEO data
20
A/B tested landing pages average 4.2% uplift to 3.1%, from VWO's 2023 Optimization Report on 1k tests
Interpretation
General Benchmarks Interpretation
Despite many businesses chasing flashy tactics, the cold truth is that the average landing page is a digital ghost town, barely nudging a 2.35% conversion rate, where the difference between a thriving top performer and a barren page often boils down to the fundamentals of speed, simplicity, and trust.
05 · Category
Optimization Impacts15 stats
01
Adding social proof increases conversion by 15% to 3.45% average, per TrustPulse 2023 FOMO Stats
02
Clear value proposition headlines boost landing page conversion by 30% to 3.1%, from ConversionXL 2023 Headline Study of 50 tests
03
Reducing form fields from 5 to 3 lifts conversion 25% to 4.2%, per HubSpot 2023 Form Optimization data
04
Above-the-fold CTA buttons increase conversion by 20.5% to 3.8%, from Unbounce 2023 CTA Report
05
Matching ad copy to landing page headline improves conversion 33% to 4.1%, per WordStream 2023 PPC Study
06
Urgency timers on landing pages boost conversion 9% to 2.9%, from VWO 2023 Urgency Tactics Report
07
Benefit-focused bullets lift conversion 17% to 3.3%, per Copyblogger 2023 Landing Page Copy Guide data
08
Customer testimonials add 34% to conversion rate reaching 3.7%, from BigCommerce 2023 Social Proof Study
09
Video above fold increases engagement and conversion 20% to 3.2%, per Wistia 2023 Video on Landing Pages Report
10
Exit-intent popups recover 10% conversion uplift to 2.8%, from Sumo 2023 Popup Benchmarks on 30M visitors
11
Progressive profiling forms boost repeat conversions 25% to 4.5%, per Marketo 2023 Lead Gen Report
12
Dynamic text replacement (DTR) improves conversion 12% to 3.1%, from WiT Group 2023 Personalization Tests
13
Removing stock images for custom visuals lifts 42% to 3.9%, per AdEspresso 2023 Image Optimization
14
Single-column layouts convert 27% better at 3.6% vs multi-column, from WhichTestWon 2023 Layout Tests
15
Benefit video testimonials increase conversion 80% to 4.2%, per Testimonial Hero 2023 data
Interpretation
Optimization Impacts Interpretation
The best way to build a high-converting landing page is to remember that your visitors are just suspicious, impatient people who are easily flattered by the right headline, a simple form, and the reassuring sight of other customers who weren't scammed.
Reference
Cite This Report
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APA
Aisha Okonkwo. (2026, February 13). Landing Page Conversion Rate Statistics. Gitnux. https://gitnux.org/landing-page-conversion-rate-statistics
MLA
Aisha Okonkwo. "Landing Page Conversion Rate Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/landing-page-conversion-rate-statistics.
Chicago
Aisha Okonkwo. 2026. "Landing Page Conversion Rate Statistics." Gitnux. https://gitnux.org/landing-page-conversion-rate-statistics.
Sources & references
67 datasets cited across this report · attribution is report-level
shopify.com