The median landing page converts 6.6% of its visitors, across more than 41,000 pages, 464 million unique visitors and 57 million conversions in Unbounce's benchmark report. Almost every other number on this page explains why yours sits above or below that line: the channel the visitor came from, the words on the page, the form, the load time and whether anyone tested it.
This page collects the primary figures in one place, each with its publisher, dataset and date. Where a vendor sells the thing it measured, we say so. Where a number has a narrower page of its own on this site, we name that page instead of repeating its tables.
Conversion: the median, and the channel underneath it
Unbounce's report is still the largest public dataset for landing pages specifically. Its industry medians run from 3.8% to 12.3%, and our post Landing Page Conversion Rates by Industry 2026 breaks those down industry by industry. The cut that matters more for a media plan is by platform.
| Channel or platform | Conversion rate | Note |
|---|---|---|
| 19.3% | 60% above paid social, 77% above paid search | |
| Instagram ads | 17.9% | Highest paid social platform |
| Facebook ads | 13.0% | |
| Paid social, average | 12.0% | About 10% better than paid search |
| Google paid search | 11.3% | 41% above Bing, 95% above Yahoo |
| Paid search, average | 10.9% | |
| YouTube, TikTok and X ads | 6% to 9% | Below the paid social average |
| LinkedIn ads | Four to five times below Facebook and Instagram | Conversion value not measured |
Source: Unbounce Conversion Benchmark Report, 41,000+ landing pages, 57 million+ conversions
Two caveats belong next to this table. Unbounce measures conversion rate, not conversion value, and says so about LinkedIn directly: a B2B lead from LinkedIn may be worth several Instagram sign-ups. And email converts best because the visitor already knows the brand, which is a statement about the audience more than about the page.
Search ads have their own benchmark with a different definition. LocaliQ and WordStream, which sell paid search management, put the 2026 average conversion rate across Google Ads and Microsoft Ads at 8.18%, with a 6.64% click-through rate, a $5.42 cost per click and a $66.69 cost per lead. Cost per lead fell for the first time in five years. Animals and pets converted highest at 16.22%, and finance and insurance lowest at 2.64%. That rate counts conversions per ad click, so it is not directly comparable with a landing page median.
Device. In Unbounce's data, 83% of visits came from mobile, desktop converted 8% better on average, and in some industries mobile visitors outnumbered desktop visitors by up to seven to one. Unbounce estimates that closing the mobile gap would have added more than 1.3 million conversions. Financial services and SaaS were the exceptions to the mobile-heavy pattern.
Copy: shorter and simpler pages convert better
The most consistent on-page finding in Unbounce's data is about reading effort, and it has strengthened since 2020.
| Measure | Finding |
|---|---|
| Share of difficult words (three or more syllables) | Correlation of -24.3% with conversion rate |
| Same measure in 2020 | -15%, so the link is 62% stronger now |
| Reading time | Correlation of -19.4% |
| Word count | Correlation of -18.6% |
| 5th to 7th grade reading level | 11.1% conversion rate |
| 8th to 9th grade reading level | The 5th to 7th grade rate is 56% higher |
| Professional reading level | 5.3% conversion rate |
Source: Unbounce Conversion Benchmark Report
These are correlations, not controlled tests, and financial services is the one industry where more complex language helped. Our B2B SaaS Landing Page Statistics 2026 post gives the SaaS-only reading level figures.
Personalised calls to action. HubSpot's analysis of more than 330,000 calls to action over six months found personalised CTAs converted 202% better than basic ones. HubSpot sells the CTA tool, the page does not date the study, and it was last updated in September 2025, so treat it as a vendor finding of uncertain age.
Forms: where the submissions leak
A landing page conversion is usually a form submission, and form analytics show where people stop.
Completion by form type. Zuko, which sells form analytics, tracked 93,022,997 form sessions. Across all forms, 51.7% of views ended in a completion: 54.5% on desktop, 47.5% on mobile and 49.3% on tablet. Contact forms completed at 47.4% (51.2% desktop, 39.4% mobile) and enquiry forms at 42.7% (47.7% desktop, 37.7% mobile). Registration forms were highest at 60.7%. The lead forms most landing pages carry are the ones people abandon most.
Field types. HubSpot's analysis of more than 40,000 customer landing pages found conversion falls only slightly as single-line text fields are added, but multiple text areas and multiple drop-downs had a strong depressing effect. The article publishes the results as charts without exact percentages and was last updated in June 2025. The field-count curves from other datasets are in our B2B SaaS Landing Page Statistics 2026 post.
After the submit button. Chili Piper, a scheduling vendor, analysed nearly 4 million B2B form submissions from 2024. 14.1% were spam, personal emails or failed qualification. Of qualified submissions, 66.7% booked a meeting when scheduling appeared on the form, against an average of about 30% without it, and only 8% of top B2B SaaS companies offered form scheduling. Demo Request Conversion Rates 2026 covers what happens after the booking.
Speed: how landing page builders score on Core Web Vitals
Speed research is old but points one way. Portent's 2022 study of 14 B2B lead generation sites, more than 100 million page views across 20 sites, found conversion near 40% at a one-second load, 34% at two seconds and 29% at three, with a one-second site converting three times better than a five-second site and five times better than a ten-second one. Deloitte's study for Google, 37 brands and more than 30 million sessions in late 2019, found a 0.1-second mobile speed gain lifted lead generation progression from form step one to submission by 21.6%, and from home page to form by 5.5%. Our Website Speed Statistics 2026 post covers the bounce studies and how they were measured.
The new data is how the tools used to build landing pages perform in the field. We read the HTTP Archive's Core Web Vitals technology report through its public API for September 2026. A site passes when 75% of real Chrome visits are good on loading, responsiveness and layout stability.
| Platform | Mobile pass rate | Desktop pass rate | Mobile origins measured |
|---|---|---|---|
| All origins | 52.8% | 60.8% | 8,569,446 |
| Unbounce | 46.0% | 60.4% | 3,844 |
| Instapage | 67.0% | 73.5% | 194 |
| ClickFunnels | 31.3% | 37.5% | 758 |
| HubSpot CMS Hub | 60.0% | 75.1% | 13,904 |
| WordPress | 48.3% | 53.7% | 2,658,175 |
| Framer Sites | 70.8% | 87.9% | 11,319 |
| Webflow | 71.3% | 82.6% | 59,483 |
Source: HTTP Archive Core Web Vitals Technology Report, Chrome UX Report field data, all geographies, all ranks, read through the report API on 2026-10-20
The spread is wide. Unbounce, the builder whose data sets the conversion benchmarks above, sits below the web average on mobile, on both loading and responsiveness: 63.7% of its origins have a good Largest Contentful Paint against 65.6% of all origins, and 74.9% a good Interaction to Next Paint against 79.4%. ClickFunnels passes on fewer than a third of mobile origins. The Instapage sample is too small to lean on. These are origin-level results, so a builder's number reflects how its customers use it, including their scripts, images and tag managers, as much as the platform itself.
We build marketing sites in Webflow, so read the Webflow row with that bias in mind. It is also the platform with the most origins in the table after WordPress, which makes its rate harder to move by chance.
Attention and traffic: fewer visits, less engagement, mostly mobile
Contentsquare, which sells experience analytics, publishes the largest behavioural benchmark. Its 2026 report covers more than 6,500 websites in nine industries and 99 billion sessions, comparing Q4 2025 with Q4 2024.
| Measure | Change or level |
|---|---|
| Visits | -3.8% |
| Engagement | -10% |
| Conversion rate | -5.1% |
| Frustration signals | -4.3% |
| API errors | +16% |
| Bounce rate on AI-influenced traffic | -5% |
| Share of traffic referred by AI tools | 0.2% |
| Visitors returning within 30 days | 13% |
Source: Contentsquare 2026 Digital Experience Benchmark Report, 6,500+ websites, 99 billion sessions
The previous edition, 90 billion sessions across 6,000 websites comparing Q4 2024 with Q4 2023, showed the same direction. Conversion fell 6.1%, the cost of a visit rose 9% in a year and 19% over two years, and 40% of visits showed frustration. Paid channels rose to 39% of traffic from 37%. Businesses that leaned harder on paid social saw bounce rates rise 9.2%, page views fall 8.7% and conversions fall 10.6%, while sites that raised pages per session by 10% or more saw conversion rise 5.4% on average. A landing page now has to do more with fewer, more expensive visits.
Above the fold. Nielsen Norman Group's 2018 eye-tracking study, more than 130,000 fixations from 120 participants on 1920 by 1080 screens, found 57% of page viewing time went above the fold, down from 80% in 2010, and 74% went to the first two screenfuls. People scroll, but the first screen still gets most of the attention, so the offer and the call to action belong there.
Device mix. StatCounter put mobile at 58.99% of worldwide web traffic in September 2026, desktop at 39.26% and tablet at 1.76%. Landing pages fed by paid social are likely to skew further towards mobile, which would help explain Unbounce's 83%.
Testing: what landing page experiments look like
Our A/B Testing Statistics 2026 post covers win rates and lift distributions in detail. The headline is that 12% of experiments improve their primary metric at statistical significance, in Optimizely's analysis of 173,000 experiments, and a healthy programme gets a conclusive answer of either sign 35% to 40% of the time. The figures below add the shape of the tests themselves.
| Measure | Share |
|---|---|
| Classic A/B tests | 67.6% |
| Split URL tests, two separate pages | 16.9% |
| Personalisation | 4.6% |
| A/A tests | 4.5% |
| Multivariate tests | Under 1% |
| Experiments using multi-armed bandits | Under 3% |
| Experiments with 10,000 to 50,000 visitors | 37% |
| Experiments with fewer than 1,000 visitors | About 10% |
| Experiments reaching 100,000+ visitors | About 9% |
Source: Convert original data, 2026, as published on Convert's blog
Split URL tests are the landing page format: two complete pages, one link. Convert also found 60% of completed tests moved their metric by less than 20%. Optimizely reports that four-variation experiments deliver 3.5 times the expected impact of a typical A/B test, the median company runs 34 experiments a year, the top 10% about 200 and the top 3% more than 500. Testing is still rare: about 2.2 million websites, roughly 0.2% of the web, use an experimentation tool, according to BuiltWith data cited by Convert.
What this means for your next landing page
Start from the channel, not the industry: Instagram traffic and LinkedIn traffic should not share a target conversion rate. Build for the phone, where most visitors arrive, then check the desktop rate to find the gap. Write at a level a twelve-year-old could read, keep the form to the fields sales will use, and report qualified submissions beside raw ones. Measure Core Web Vitals in the field before blaming the copy; the builder and its scripts can cost more than a headline. Then test whole pages against each other, expecting most tests to end without a clear winner. We build marketing sites in Webflow, and we would give a landing page the same speed budget and form review as a home page. Our landing page service explains how we scope one.
