Business services landing pages, the Unbounce category that runs "from human resources to shipping solutions", convert at a median of 2.6%, while the top quarter convert at 21.8%. That 2020 figure, from 6,357 pages, is the closest published landing page median to a freight broker, carrier or 3PL. No publisher we found reports a logistics row of its own.
This page covers the proxies and how to adjust them, what freight-adjacent search traffic costs, quote form completion, what happens after the form is sent, and message match on lane and mode searches. Whole-site visitor-to-lead rates are in Logistics Website Conversion Rate Statistics 2026; this post stays on the single page a campaign sends traffic to.
There is no logistics landing page median, so pick the proxy by page type
Unbounce's 2024 report covers nine industries and none of them is logistics. Its 2020 business services page is the only landing page dataset that names shipping at all, and it does not split it out. Search ad and whole-site figures fill the gap, each measuring something different.
| Proxy | Figure | What it measures | Why it is not logistics |
|---|---|---|---|
| Unbounce business services, 2020 | 2.6% median; top quartile 21.8% | Any landing page goal, 6,357 pages | Five sub-categories from HR to shipping; pre-2021 data |
| Unbounce all industries, 2024 | 6.6% median | Any landing page goal, 41,000+ pages | Nine industries, no logistics row |
| LocaliQ business services, 2026 | 4.85% of clicks | Search ad leads per click | Average of LocaliQ customer accounts, many local |
| LocaliQ industrial and commercial, 2026 | 8.20% of clicks | Search ad leads per click | Same customer base; any tracked lead, including calls |
| First Page Sage transportation and logistics, 2025 | 1.4% | Whole-site visitor to lead | A site rate, not a landing page rate |
Source: Unbounce Conversion Benchmark Report 2024 and 2020 business services page; WordStream by LocaliQ search advertising benchmarks 2026; First Page Sage B2B conversion rates by industry
How to adjust. For a paid search page aimed at a shipper who already knows the lane and mode, start from LocaliQ's business services 4.85%, not the industrial 8.20%: a freight quote needs origin, destination, freight details and dates, which is a heavier ask than a phone call to a local supplier. For a page offering a rate guide, a capacity update or a consultation, the 2.6% business services median is the honest floor and the 21.8% top quartile shows how wide the spread is.
What the business services data adds. Unbounce found forms produced 20% fewer conversions on business services pages than in other industries, while click-through pages, which send the visitor on instead of asking for details, converted 2.3 times the baseline. On a logistics page that is the choice between a form on the page and a button to a quote tool.
What freight-adjacent search traffic costs
WordStream by LocaliQ publishes averages from its customers' Google Ads and Microsoft Ads campaigns across 20 or more industries. There is no logistics or transportation category, so the table shows the two nearest rows and the one most logistics domains also buy: driver recruiting. LocaliQ sells campaign management, so these are vendor-sourced.
| Category | CTR | CPC | Conversion rate | Cost per lead |
|---|---|---|---|---|
| Business services | 6.10% | $5.87 | 4.85% | $93.69 |
| Industrial and commercial | 6.57% | $5.87 | 8.20% | $75.19 |
| Career and employment | 5.88% | $5.81 | 3.05% | $67.36 |
| All industries | Not used here | Not used here | 8.18% | $66.69 |
Source: WordStream by LocaliQ, Search Advertising Benchmarks for Every Industry, updated 2026-06-01
A freight quote campaign judged against the all-industry $66.69 will look expensive; judged against business services at $93.69 it may not.
Quote form length: completion by form purpose
Zuko, a form analytics vendor, tracks about 93 million form sessions and defines conversion as completions divided by form views. It has no logistics row, but it splits forms by purpose, and it says quote forms fall within its comparison type. Those are mostly consumer forms, so treat this as a proxy.
| Form purpose | Sessions | Desktop | Mobile | Overall |
|---|---|---|---|---|
| Comparison, including quote forms | 7,583,511 | 48.2% | 44.9% | 46.4% |
| Enquiry (lead generation) | 4,797,087 | 47.7% | 37.7% | 42.7% |
| Contact | 321,937 | 51.2% | 39.4% | 47.4% |
| Registration | 26,582,277 | 63.0% | 57.2% | 60.7% |
| All forms | 93,022,997 | 54.5% | 47.5% | 51.7% |
Source: Zuko form type benchmarking, read 2026-10-26; collection period not stated
Comparison forms are the longest in Zuko's data, yet lose only 3.3 points on mobile, while enquiry forms lose 10. Our reading: people who open a quote form came for a price.
Field type matters more than count. HubSpot's analysis of over 40,000 customer landing pages, updated June 2025, found extra single-line text fields barely lowered conversion, while multiple textareas and multiple dropdowns lowered it sharply. A freight form is usually built from dropdowns: mode, equipment, accessorials, freight class. Each one should earn its place by changing the price or the routing.
Too short costs as well. Freightos' 2015 mystery-shopper study sent LCL quote requests to 16 top forwarders. Five of those that quoted needed multiple conversations to clarify details, citing a lack of sufficient information in the initial request. A form that skips weight, dimensions or ready date does not save the shipper time; it moves the work to an email thread and delays the price.
What that suggests. Ask for lane, mode, weight or pallet count, ready date and contact details as single-line fields or short pickers. Keep one free-text box for anything unusual. Drop dropdowns that only feed the CRM.
The page converts, then the quote goes missing
A landing page benchmark counts the form submission. For a shipper the conversion is a price. Three mystery-shopper studies measured the gap, all run by companies selling digital quoting, so all are vendor-sourced, and the two Freightos rounds are about ten years old.
| Study | Sample | Replied or quoted | Response time |
|---|---|---|---|
| Freightos, 2015 | 16 top global forwarders, LCL from China | 45% provided a quote; 3 of 16 never replied; 75% sent no automatic confirmation | 90 hours average; fastest quote 30 hours, slowest 840 |
| Freightos, late 2016 | Top 20 forwarders, LCL China to Chicago | 9 of 20 provided a quote; 3 followed up | 101 hours average for a manual spot quote |
| Quicargo, 2021 | 155 European transport companies, LTL and FTL | 65% did not reply; 17.4% sent a complete response | About 9 hours to reply, domestic lanes |
Source: FreightWaves, reporting Freightos research, 2015; Air Cargo Week, reporting Freightos research, 2017; Quicargo, 2021
In the 2016 round Freightos used a site's contact form where it had no dedicated quote page, and sent no request where it had neither. Only 30% of the top 20 forwarders used paid search to drive traffic. By 2025 Freightos reported half of the top forwarders and four of the five largest ocean carriers offered instant online quotes, against none in 2015.
Quicargo found the highest quote for the same domestic full truckload was 273% above the lowest. A sponsored 2025 FreightWaves and Echo Global Logistics survey found more than 35% of shippers rank price first when choosing a 3PL or broker, and most prefer email for quoting.
What to measure. Track form submissions, time to first reply and quotes sent as three numbers. A page converting at the business services median with a two-day reply will lose to a weaker page with a two-hour reply. We would send an automatic confirmation that names the lane and a reply time, and offer the sales email beside the form.
Message match on lane and mode searches
Message match means the page repeats what the visitor searched for and what the ad promised. Google's Quality Score rates keywords from 1 to 10 on expected click-through rate, ad relevance and landing page experience, which Google defines as "how relevant and useful your landing page is to people who click your ad". Google calls it a diagnostic, not an input to the auction.
We found no public dataset measuring conversion for lane or mode keywords. Unbounce recommends message match for paid search pages without publishing a lift figure. Google's documentation settles the mechanics.
Keyword insertion inserts the keyword, not the search. Google's help page notes the ad falls back to default text when the keyword is too long to fit. A keyword such as "LTL freight quote Chicago to Dallas" can hit that limit, and the match is lost before the visitor reaches the page.
Put the lane and mode in the headline. A shipper searching for refrigerated truckload out of one city should see that mode and origin in the H1, with the quote form pre-set to them. We build marketing sites in Webflow, where one CMS template can generate a page per lane cluster.
Match the button to the search. In a VWO case study from 2013, the freight carrier Open Mile found "Get a Quote" beat "Get Rates" and "Get a Truckload Quote" as button text. It is one test on one site, and VWO sells the testing tool, but it is the only published logistics CTA test we found.
Mobile and copy: two cross-industry signals
Unbounce's 2024 report, built on more than 41,000 landing pages, found 83% of visits came from mobile while desktop converted 8% better. Zuko's enquiry forms lose 10 points on mobile, so test the quote form on a phone before anything visual. Unbounce also found pages written at a 5th to 7th grade reading level converted at 11.1%, against 5.3% for professional-level copy, though its 2020 business services data showed lead-generation services doing better with more advanced vocabulary. Freight buyers use precise terms such as FTL, drayage and accessorials: keep the trade terms and cut the long sentences around them.
Most logistics landing pages cannot be split-tested on search alone
Our calculation, at 95% confidence and 80% power: a page converting 4.85% of clicks needs about 8,400 visitors per variant to detect a 20% relative lift, roughly 16,800 clicks or $99,000 at LocaliQ's $5.87 business services CPC. At the 2.6% business services median it needs about 16,100 per variant. Few freight brokers buy that many clicks for one lane. Test on the pages where traffic pools, and change the rest on evidence.
How to use this: a five-page test order for a logistics site
1. The quote request page. Every campaign ends here. Measure completion by device against Zuko's 46.4% quote figure and 44.9% on mobile, and measure time to first reply beside it. Test a shorter field set built from single-line inputs against your current form.
2. The paid search page for your largest lane or mode cluster. It carries the spend. Test a headline and pre-filled form repeating the mode and origin against your generic headline; judge on cost per quote sent against LocaliQ's $93.69 business services figure.
3. The mode service page (truckload, LTL, warehousing). Following Unbounce's business services finding, test a click-through to the quote tool against a form on the page.
4. The industry page (cold chain, retail, hazardous goods). Lower intent traffic from email and LinkedIn. Lead with lanes, equipment and certifications, and measure quote starts.
5. The driver recruiting page. Not a shipper conversion. Give it its own goal, benchmark it against LocaliQ's 3.05%, and keep it out of the shipper rate.
Run all five against shipper-only traffic, with calls and emails counted as leads. Our marketing website service explains how we scope, build and track pages like these.
