The median landing page converts 6.6% of its visitors, according to Unbounce's benchmark of more than 41,000 pages and 57 million conversions. That number hides a spread from 3.8% in SaaS to 12.3% in entertainment, and inside each industry a bigger spread by traffic source than by anything a page does. This page lays out the medians, the sub-categories and the sources behind them, so a benchmark can be matched to the page you are actually judging.
The medians by industry
Unbounce's Conversion Benchmark Report covers nine industries and is drawn from landing pages hosted on its platform, so the sample leans toward dedicated campaign pages rather than whole websites. The data covers roughly the year to Q4 2024.
| Industry | Median | Against the 6.6% baseline |
|---|---|---|
| Entertainment | 12.3% | +86% |
| Education | 8.4% | +27% |
| Legal | 6.3% | -5% |
| Commercial and professional services | 6.1% | -8% |
| Travel and hospitality | 4.8% | -27% |
| Ecommerce | 4.2% | -36% |
| SaaS | 3.8% | -42% |
| Financial services, health and wellness | Within the 3.8% to 12.3% range; exact medians not published in text | |
Source: Unbounce Conversion Benchmark Report, 41,000+ landing pages, 57 million+ conversions
Two of Unbounce's own pages disagree on SaaS: the industry deep dive says 3.8%, and a separate page says 2.9% with a top-quartile 24.2%. The 3.8% figure is the one the report's industry comparison uses, so it is the one in the table.
Sub-categories move the median more than industry does
The industry medians are averages of pages that have little in common. The sub-category figures show how little.
| Industry | Sub-category | Median |
|---|---|---|
| Education | Online course pages | 18.3% |
| Education | General course pages | 13.0% |
| Education | Higher education | 6.3% |
| Education | Primary education and tutoring | 4.9% |
| Entertainment | Sweepstakes | 47.5% |
| Entertainment | Publishing | 9.8% |
| Entertainment | Games and gambling | 8.1% |
| Entertainment | Streaming media | 6.8% |
| Ecommerce | Food and beverage | 7.1% |
| Ecommerce | Auto and industrial parts | 5.1% |
| Ecommerce | Fashion and beauty | 1.3% |
| Travel | Transportation and travel services | 14.8% |
| Travel | Accommodations | 3.7% |
| SaaS | Hardware | 4.1% |
| SaaS | Data and infrastructure | 3.3% |
Source: Unbounce Conversion Benchmark Report industry pages
A sweepstakes page converts fourteen times better than a fashion store's landing page, and both are "landing pages". Before comparing a page to a benchmark, find the sub-category; the industry median alone will flatter some pages and condemn others.
Traffic source decides more than the page
Unbounce's channel data is the most useful part of the report for a team deciding where to send paid traffic.
| Traffic source | Median |
|---|---|
| 19.3% | |
| 17.9% | |
| 13.0% | |
| Paid social, all | 12.0% |
| Google paid search | 11.3% |
| Paid search, all | 10.9% |
| YouTube, TikTok and X | 6% to 9% |
| Four to five times worse than Facebook and Instagram; no figure | |
| Display | No figure; email converts 370% better than display |
Source: Unbounce Conversion Benchmark Report
The same pattern holds inside industries, with surprises. Legal pages convert paid search at 8.3% but email at only 2.7%. Professional services pages convert email at 13.9%, paid search at 7.8% and YouTube ads at 1.2%. Ecommerce email visitors convert at 28.6%, the highest channel figure in the report outside entertainment's 46.2%.
| Industry | Paid search | Paid social | |
|---|---|---|---|
| Legal | 2.7% | 8.3% (Google 8.6%, Bing 2.8%) | 4.8% (Instagram 13%, Facebook 7.3%) |
| Professional services | 13.9% | 7.8% | 4.4% to 4.7% (Instagram 11.7%, YouTube 1.2%) |
| Ecommerce | 28.6% | 5.1% (Google 5.7%, Bing 3.7%) | 4.8% (TikTok 12.5%) |
Source: Unbounce Conversion Benchmark Report industry pages
Search ads are a different benchmark
Landing page conversion and search-ad conversion are measured differently and should not be mixed. WordStream's 2025 Google Ads benchmark covers more than 16,000 US campaigns on Google and Microsoft search from April 2024 to March 2025 and counts conversions per click, whatever the page. Its blended average is 7.52%; a newer WordStream cut puts the 2025 figure at 8.18%, so the number depends on the edition.
| Industry | Conversion rate |
|---|---|
| Automotive repair, service and parts | 14.67% |
| Animals and pets | 13.07% |
| Physicians and surgeons | 11.62% |
| Education and instruction | 11.38% |
| Personal services | 9.74% |
| Dentists and dental services | 9.08% |
| Beauty and personal care | 7.82% |
| Automotive for sale | 7.76% |
| Sports and recreation | 7.62% |
| All industries, blended | 7.52% |
| Home and home improvement | 7.33% |
| Industrial and commercial | 7.17% |
| Restaurants and food | 7.09% |
| Health and fitness | 6.80% |
| Travel | 5.75% |
| Business services | 5.14% |
| Arts and entertainment | 4.84% |
| Career and employment | 4.33% |
| Shopping, collectibles and gifts | 3.83% |
| Real estate | 3.28% |
| Furniture | 2.73% |
| Finance and insurance | 2.55% |
Source: WordStream 2025 Google Ads Benchmarks, as reported
Note that entertainment tops Unbounce's landing page table at 12.3% and sits near the bottom of WordStream's search table at 4.84%. The two reports measure different things: the first counts every landing page visit from every channel, the second counts paid clicks on high-intent queries. A benchmark is only useful when it measures what you measure.
B2B SaaS, at the bottom of every cut
SaaS has the lowest industry median in the Unbounce data at 3.8%, 42% below baseline, and business services sits at 5.14% in the WordStream search data. Demo-request pages are lower still: First Page Sage's 2026 B2B landing page benchmarks put demo-request pages at 1.5% to 4% of visitors, and Naoma's 2026 funnel benchmark gives a median visitor-to-demo-request rate of 1.5% to 2.5%, a 75th percentile of 3% to 6% and a top 10% of 8% to 15%.
The reason is intent, not design. A SaaS landing page asks for a meeting with a salesperson; an entertainment page asks for an email address. The two should never share a conversion target, and a B2B team should read its 2% against the SaaS figures, not against 6.6%.
Device and the speed underneath
Unbounce reports desktop converting better than mobile in the industries where it gives device figures: 11.6% against 8.3% in professional services and 23.6% against 19.4% in ecommerce. Mobile carries more of the traffic, so the gap is a leak worth measuring on your own pages.
Underneath every number in this report is page speed. In the HTTP Archive's May 2026 crawl, about 49% of origins passed all three Core Web Vitals on mobile; the share was 49.3% for WordPress sites and 68.9% for Webflow sites. A slow page converts below its industry median regardless of its copy.
How to use a benchmark without fooling yourself
Match three things before comparing: the industry sub-category, the traffic source and the ask. A professional services demo page fed by LinkedIn should be judged against the SaaS figures and the LinkedIn penalty, not against 6.6%. Treat the published median as a plausibility check, not a target: if a page is far below it, audit; if it is far above, check the tracking before celebrating. And track your own rate over time as the primary number, because the industry figure is a year old by the time it is published.
Our landing page service builds pages to be judged on one number; the A/B testing statistics on this site cover what happens when you start testing them.
