How does your rate stack up?
Enter visitors and conversions, pick your industry, and see where your rate sits against the median, top 25%, and top 10% of pages in your space. Benchmarks from WordStream and Unbounce 2024.
What "good" actually looks like.
Conversion rate benchmarks vary 3-4x across industries. Real estate medians around 2.4%; finance and insurance around 6.2%; health and medical around 7.4%. Compare yourself to your space, not to the cross-industry average. All numbers below are median landing page rates from the 2024 WordStream + Unbounce reports.
Why benchmarks matter (and where they don't)
Sources: WordStream Google Ads Landing Page Benchmark 2024, Unbounce Conversion Benchmark Report 2024.
Honest answers.
Conversion rate = (conversions / visitors) × 100. A conversion is whatever success event you are tracking: a purchase, signup, lead form submission, demo booking, download. Visitors is the number of unique people who saw the page (or session count, depending on what you measure). Most analytics tools report both; pick one and stay consistent.
It depends entirely on your industry and what you are converting. Across all industries, the median landing page conversion rate is around 2.35 percent. Top 25 percent of pages convert at 5.31 percent or higher. Top 10 percent at 10 percent or higher. But these averages hide huge industry variation: real estate averages 2.4 percent, finance and insurance 6.2 percent, health and medical 7.4 percent. Compare yourself to your industry, not to the cross-industry average.
Two main sources: WordStream's annual Google Ads landing page benchmark (analyzes hundreds of thousands of accounts across 23 industries) and Unbounce's Conversion Benchmark Report (analyzes 44 thousand+ landing pages across 16 industries). Both are updated annually and represent the most widely cited conversion data in the industry. Numbers in this tool reflect the 2024 editions.
Either works; the trick is consistency. By visitor (unique users) tells you how many people convert. By session tells you how many visits convert. Visitor-based rates are usually slightly higher because some visitors come back and convert on a later session. Pick one and stick with it across reports so you can compare time periods accurately.
Five usual suspects: headline does not match what visitors expected when they clicked, CTA is generic or buried, no social proof anywhere, form has too many fields, page loads slowly. Audit each one. Then pick the weakest and test a single change. Trying to fix five things at once makes it impossible to tell what moved the needle.
Massive. A page going from median (say 2.35 percent) to top 10 percent (10 percent) at the same traffic delivers roughly 4 times the conversions for the same ad spend. At a $50 average order value and 10 thousand monthly visitors, that is $11 thousand extra revenue per month (2.35 percent gives $11,750, 10 percent gives $50,000). The same investment in raising your conversion rate usually beats spending more on traffic.
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