Introduction

What counts as a “good” landing page conversion rate isn’t the same for everyone. Industry, audience, and traffic source all shape the number.

What’s the problem it solves?

Marketers often chase a single “good” conversion rate without realizing that benchmarks vary wildly across industries. This article breaks down real numbers from 41,000 landing pages so you can compare your performance fairly and find ways to improve.

Quick Summary

The median landing page conversion rate across all industries is 6.6%, but that’s only a baseline. To be considered a top performer, you need to hit the 75th percentile in your field. For SaaS, that’s 11.6%. For ecommerce, it’s 11.4%. In entertainment, you’d need a massive 40.8%.

Each industry has different realities. For example, financial services convert higher (8.3% median) because decisions are urgent and intentional, while travel lags behind (4.8% median) due to heavy comparison shopping. Even within industries, subcategories differ-a sweepstakes page might see 47% conversions, while a streaming service page averages under 7%.

The article also shows that traffic sources and devices matter. Email traffic often outperforms social and paid ads. Mobile usually lags behind desktop-except in industries like legal and finance where urgent needs push mobile conversions higher.

Finally, improving your rate is less about chasing an average and more about tailoring pages to your audience. Clear language, trust signals, smoother mobile experiences, and ongoing A/B testing all help turn more visitors into customers.

Key Takeaways

• Median landing page conversion rate across all industries: 6.6%
• A “good” rate starts at the 75th percentile: 11.4%+ (industry dependent)
• SaaS median: 3.8%, good: 11.6%
• Ecommerce median: 4.2%, good: 11.4%
• Financial services median: 8.3%, good: 26.1%
• Entertainment median: 12.3%, good: 40.8%
• Simpler copy (5th–7th grade reading level) boosts conversions by 56%
• Email traffic is often the highest-converting source
• Mobile conversions lag in most industries, except legal and finance

What to do

• Compare your rate against your industry’s benchmarks, not a global average
• Use simple, clear language (aim for 5th–7th grade level)
• Run A/B tests on CTAs, button design, and form length
• Place social proof (testimonials, reviews, logos) close to conversion points
• Optimize the mobile experience since most visitors come from phones
• Remove unnecessary links or navigation to keep focus on the CTA
• Treat CRO as an ongoing process, not a one-time project

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