The median landing page converts at 6.6% across industries, according to Unbounce's study of 41,000 landing pages, and the top 25% convert above 11.4%. Google Ads clicks convert at 8.18% across industries in 2026, according to WordStream by LocaliQ, while ecommerce landing pages convert at a median of 4.2%. Google Ads rates vary sixfold by industry. Below are the benchmarks for 23 industries, what counts as "good," and why different studies report different numbers.
Key statistics
- 6.6%: median landing page conversion rate across all industries (Unbounce, 41,000 pages, 464 million pageviews).
- 11.4%: the conversion rate that puts a landing page in the top 25% (Unbounce).
- 8.18%: Google Ads conversion rate across industries in 2026, down from 8.82% in 2021 (WordStream by LocaliQ).
- 4.2%: median ecommerce landing page conversion rate, with fashion and beauty pages at 1.3% (Unbounce).
- 16.22% vs 2.64%: Google Ads conversion rates for Animals & Pets vs Finance & Insurance, the highest and lowest of 23 industries in 2026 (WordStream).
- 1.3%: conversion rate of visitors referred by AI tools, up 55% year over year (Contentsquare, 99 billion sessions).
What is the average landing page conversion rate by industry?
Landing page conversion rates range from a median of 3.8% for SaaS to 12.3% for entertainment, according to Unbounce's 2024 Conversion Benchmark Report. The report analyzed 41,000 landing pages, 464 million pageviews and 57 million conversions, and reports medians rather than averages, so a few outlier pages don't skew the results.
| Industry | Median conversion rate | Top 25% start at | Notable subcategories |
|---|---|---|---|
| Entertainment | 12.3% | 40.8% | Sweepstakes 47.5%, publishing 9.8%, streaming 6.8% |
| Education | 8.4% | 20.0% | Online courses 18.3%, higher education 6.3% |
| Financial services | 8.3% | 26.1% | Insurance 18.2%, investing 3.9% |
| Legal | 6.3% | 13.1% | Immigration law 5.6% |
| Professional services | 6.1% | 14.1% | Not broken out |
| Travel and hospitality | 4.8% | 15.6% | Transportation 14.8%, accommodations 3.7% |
| Ecommerce | 4.2% | 11.4% | Food and beverage 7.1%, fashion and beauty 1.3% |
| SaaS | 3.8% | 11.6% | Hardware 4.1%, data and infrastructure 3.3% |
| All industries | 6.6% | 11.4% | Not broken out |
Download both benchmark tables (CSV)
What is the average Google Ads conversion rate by industry in 2026?
WordStream by LocaliQ puts the Google Ads conversion rate at 8.18% across industries in 2026, ranging from 2.64% in finance and insurance to 16.22% in animals and pets. It measured 13,474 US search campaigns on Google Ads and Microsoft Ads between April 1, 2025 and March 31, 2026. These rates count conversions per ad click, so they measure how well paid traffic converts on the page it lands on.
| Industry | 2026 rate | 2021 rate | Change |
|---|---|---|---|
| Animals & Pets | 16.22% | 19.19% | −2.97 pts |
| Automotive (repair, service and parts) | 15.51% | 15.23% | +0.28 pts |
| Education & Instruction | 13.14% | 6.16% | +6.98 pts |
| Physicians & Surgeons | 12.43% | 19.15% | −6.72 pts |
| Personal Services | 12.34% | 10.52% | +1.82 pts |
| Dentists & Dental Services | 10.67% | 13.81% | −3.14 pts |
| Beauty & Personal Care | 10.35% | 7.72% | +2.63 pts |
| Industrial & Commercial | 8.20% | 9.37% | −1.17 pts |
| Home & Home Improvement | 8.05% | 13.23% | −5.18 pts |
| Restaurants & Food | 8.05% | 6.89% | +1.16 pts |
| Sports & Recreation | 7.69% | 6.19% | +1.50 pts |
| Health & Fitness | 6.94% | 10.39% | −3.45 pts |
| Automotive (for sale) | 6.01% | 6.57% | −0.56 pts |
| Arts & Entertainment | 5.91% | 5.90% | +0.01 pts |
| Travel | 5.83% | 6.01% | −0.18 pts |
| Attorneys & Legal Services | 5.55% | 11.54% | −5.99 pts |
| Business Services | 4.85% | 6.77% | −1.92 pts |
| Apparel / Fashion & Jewelry | 4.50% | 3.60% | +0.90 pts |
| Shopping, Collectibles & Gifts | 4.01% | 6.70% | −2.69 pts |
| Real Estate | 3.70% | 3.93% | −0.23 pts |
| Career & Employment | 3.05% | 5.31% | −2.26 pts |
| Furniture | 2.99% | 3.25% | −0.26 pts |
| Finance & Insurance | 2.64% | 5.51% | −2.87 pts |
| All industries | 8.18% | 8.82% | −0.64 pts |
2021 figures cover May 1, 2020 to June 25, 2021, from WordStream's earlier edition of the same report. "Change" is calculated by Solo Media Group. WordStream's sample and method have changed between editions, so treat the changes as directional.
Why do conversion rate benchmarks disagree?
Because each study divides by something different: landing page visits, ad clicks or whole-site sessions. The same store can honestly report 8%, 4% and 1.4% depending on which one you use.
Benchmarks compared
Three ways to measure a conversion rate
What a study divides by decides the number it reports.
Per landing page visit
6.6%
Unbounce median
One focused page with one offer, often a lead form.
Per ad click
8.18%
WordStream 2026
Paid clicks only. Leads, calls and sign-ups count, not just sales.
Per site session
1.4%
Littledata, median Shopify store
Every visit to the whole site, including people just browsing.
- Per landing page visit (Unbounce, 6.6% median): counts visitors who arrive on a single, focused page with one offer. That's often a lead form, which converts more easily than a purchase.
- Per ad click (WordStream, 8.18%): counts conversions per paid click, and advertisers often count leads, calls or sign-ups, not just sales.
- Per site session (Contentsquare and Littledata): counts every visit to the whole website, including people just browsing. Contentsquare found paid search had the highest conversion rate of paid channels at 2.8%, and Littledata puts the median Shopify store at 1.4%. For Shopify stores specifically, see our Shopify conversion rate benchmarks.
Compare your page against the benchmark that measures the same thing. A product page should be judged against store benchmarks, a lead form against landing page benchmarks, and a paid campaign against ad benchmarks.
What is a good landing page conversion rate?
A conversion rate above 11.4% puts a landing page in the top 25%, according to Unbounce, and anything above your industry's median is above average. "Good" depends heavily on the industry:
- Ecommerce: above 4.2% is above the median, and above 11.4% is in the top 25%.
- SaaS: above 3.8% beats the median, and 11.6% reaches the top 25%.
- Financial services: the median is 8.3%, but the top 25% start at 26.1%, more than three times higher.
- Entertainment: the median is 12.3%, and the top 25% start at 40.8%, driven by sweepstakes pages.
Which traffic sources and devices convert best?
Returning visitors, desktop users and email traffic convert best, and AI-referred traffic is the fastest-growing source. Findings from Contentsquare's 2026 Digital Experience Benchmarks (99 billion sessions across 6,000+ sites) and Unbounce:
- Returning vs new visitors: returning visitors convert at 2.9% and new visitors at 1.7% (Contentsquare).
- Desktop vs mobile: desktop's conversion rate was 74% higher than mobile's (Contentsquare). Yet mobile accounts for 83% of landing page visits (Unbounce).
- AI referrals: visitors from AI tools converted at 1.3%, up 55% year over year (Contentsquare).
- Organic social: 0.7% (Contentsquare).
- Email: converts at nearly 14% for professional services landing pages and 14.1% for education, compared with 7.3% for paid search in education (Unbounce).
- Reading level: pages written at a 5th to 7th grade reading level convert at 11.1%, which Unbounce says is 56% better than pages written at an 8th to 9th grade level.
What do the benchmarks show when you compare them?
The gaps between industries are larger than the gaps between average and top pages: Animals & Pets ads convert 6.1x better than Finance & Insurance ads, while top-quartile landing pages convert 1.7x better than the median. Solo Media Group calculated these 10 figures from the sources above.
| # | Finding | Calculation |
|---|---|---|
| 1 | Entertainment landing pages convert 3.2x better than SaaS pages | 12.3% ÷ 3.8% (Unbounce) |
| 2 | The top 25% of landing pages convert 1.7x better than the median page | 11.4% ÷ 6.6% (Unbounce) |
| 3 | Animals & Pets ads convert 6.1x better than Finance & Insurance ads | 16.22% ÷ 2.64% (WordStream 2026) |
| 4 | 15 of 23 industries saw Google Ads conversion rates fall since 2021 | Count of industries where the 2026 rate is below 2021 (WordStream) |
| 5 | Education saw the biggest gain, more than doubling | 6.16% → 13.14%, +6.98 points (WordStream) |
| 6 | Physicians & Surgeons saw the biggest drop | 19.15% → 12.43%, −6.72 points (WordStream) |
| 7 | Legal services ad conversion rates fell by more than half | 11.54% → 5.55% (WordStream) |
| 8 | Returning visitors convert 1.7x better than new visitors | 2.9% ÷ 1.7% (Contentsquare) |
| 9 | Fashion and beauty pages convert at less than a third of the ecommerce median | 1.3% vs 4.2% (Unbounce) |
| 10 | The median landing page converts 4.7x better than the median Shopify store session | 6.6% ÷ 1.4% (Unbounce, Littledata), a difference in what's measured, not in quality |
How do you improve a landing page's conversion rate?
Match the page to one audience and one offer, write simply, and fix mobile first. The data above points to five changes:
- One page, one offer. Focused landing pages beat sitewide averages because visitors only have one thing to do.
- Write at a 5th to 7th grade level. It's the clearest finding in Unbounce's data: 11.1% vs lower rates for more complex writing.
- Fix the mobile experience. Most visits are on mobile, but desktop converts 74% better. That gap is the opportunity.
- Give returning visitors a reason to come back. Email and retargeting bring back visitors who convert at 1.7 times the rate of new ones.
- Prepare for AI-referred visitors. They're a small share today but growing quickly, and they arrive with a specific question. Answer it at the top of the page.
How can Solo Media Group help?
Solo Media Group is a Shopify Platinum Partner that builds and tests landing pages and product pages for ecommerce brands. Results from verified Clutch reviews:
- 3D Laser Gifts: a redesigned product customization page converted 40% better than the previous version (Clutch, April 2021).
- Newark Auto: a Shopify revamp with a sticky add-to-cart lifted the conversion rate by 20% to 30% (Clutch, September 2023).
See our conversion rate optimization services. Solo works only with Shopify stores, so we're not the right fit for SaaS sign-up pages or lead-generation sites on other platforms.
Landing page conversion rate FAQs
What is the average landing page conversion rate in 2026?
The median landing page converts at 6.6% across industries, based on Unbounce's analysis of 41,000 landing pages. Google Ads clicks convert at 8.18% across industries in 2026, according to WordStream by LocaliQ's data from April 2025 to March 2026.
What is a good conversion rate for an ecommerce landing page?
Above 4.2% is above the median for ecommerce landing pages, and above 11.4% puts a page in the top 25%, according to Unbounce. Fashion and beauty pages convert lower, at a median of 1.3%, while food and beverage pages convert at 7.1%.
Which industry has the highest landing page conversion rate?
Entertainment, at a median of 12.3%, according to Unbounce, driven by sweepstakes pages at 47.5%. In Google Ads, Animals & Pets has the highest 2026 conversion rate at 16.22%, according to WordStream.
Which industry has the lowest conversion rate?
SaaS landing pages have the lowest median at 3.8% (Unbounce). In Google Ads, Finance & Insurance is lowest in 2026 at 2.64% (WordStream).
Why is my store's conversion rate lower than landing page benchmarks?
Because store conversion rates count every session across the whole site, while landing page benchmarks count visits to one focused page. The median Shopify store converts at 1.4% of sessions (Littledata), compared with a 6.6% median for landing pages (Unbounce).
Do AI search visitors convert well?
Visitors referred by AI tools converted at 1.3% in Contentsquare's 2026 benchmark, up 55% year over year. That's still below returning visitors at 2.9%, but the channel is growing quickly.
Cite this page
Solo Media Group. "Average Landing Page Conversion Rates by Industry (2026)." October 2026. https://solomediagroup.com/blogs/insights/landing-page-conversion-rates-by-industry
