01The benchmark numbers
The largest public benchmark comes from Unbounce, which analyzes pages built on its platform. Its 2024 Conversion Benchmark Report puts the median conversion rate across all industries at 6.6%, based on more than 57 million conversions across over 41,000 landing pages. It reports medians rather than averages, so a few extreme pages do not skew the result, and it gives industry medians ranging from about 3.8% to 12.3%.
Earlier editions reported lower medians: Unbounce's 2020 report put the overall median at 3.2%. Methodology and the mix of pages change between editions, so treat any single number as a rough guide rather than a target.
02Why "good" depends on your offer
The biggest factor is what you ask for. Giving an email address for a free checklist is a small decision; booking a sales call or entering card details is a big one. Comparing a newsletter sign-up page with a software purchase page is meaningless.
| Factor | Converts higher | Converts lower |
|---|---|---|
| Ask | Free download, newsletter | Purchase, sales call, long form |
| Traffic | Warm: email list, referrals, retargeting | Cold: broad social or display ads |
| Intent match | Ad and page say the same thing | Visitor has to hunt for what was promised |
| Price | Free or low-cost | Expensive or unfamiliar |
| Audience | Narrow and well understood | Broad and mixed |
03Traffic source changes everything
The same page converts very differently depending on who arrives. Visitors from your own email list already know you; visitors from a broad ad campaign have never heard of you. When Hacker News users discussed what a good landing page conversion rate is, one founder reported very different rates from different referral sources on the same page, and others agreed the message and channel used to drive traffic matter as much as the page.
So segment your numbers. A blended rate across all sources hides whether your ads or your page are the problem.
04How to improve your conversion rate
Changes that move numbers most, roughly in order of impact.
- 1Match the headline to the sourceRepeat the promise of the ad or email that brought people in.
- 2Sharpen the offerMake what someone gets, and why now, concrete.
- 3Add believable proofNamed customers, specific results, recognizable reviews.
- 4Remove distractionsFewer links and one action. Should a landing page have navigation? covers the evidence.
- 5Cut frictionFewer form fields, faster loading, a call to action visible on mobile.
- 6Answer objectionsPrice, time, risk and fit, answered on the page. What should a landing page include? lists them.
05Measuring it correctly
Conversion rate is conversions divided by unique visitors to the page, for one defined action. Count the action you actually care about (a qualified sign-up, not a click on a button), exclude your own team's visits, and give each test enough traffic to reach a stable result before declaring a winner.
- Define one primary conversion per page.
- Segment by traffic source and device.
- Track what happens after the conversion, such as activation or purchase.
- Compare against your own history first, benchmarks second.
What people who tried it say
Hacker News founders agree there is no universal number: rates depend on the page's message, the traffic source and how much the visitor already wants the offer. One commenter's rule of thumb treats under 1% as a red flag for casual traffic and under 10% as a problem for offers people actively seek.
- Ask HN: What is a good conversion rate for a landing page?Hacker News
Founders report rates from near 0% to around 50% depending on the source of traffic and how targeted the campaign was, and agree benchmarks mean little without that context.
Looking for more first-hand opinions? Search Reddit for “what is a good landing page conversion rate”. We link the live threads rather than summarizing them, so you read them in full.
Our take
chasing an industry benchmark is less useful than beating last month. Segment by source, fix the biggest leak, and measure again. A page that improves steadily beats a page that once matched a report.
Where this falls short
Benchmark data comes from pages on one vendor's platform, which may not represent all landing pages, and industry medians hide wide variation. Our improvement order is based on common practice and published tests, not a controlled study of your audience.
Sources
- 1.2024 Conversion Benchmark Report · Unbounce
- 2.Conversion Benchmark Report 2020 · Unbounce
Researched and written by the Orlume team · Updated October 2026
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