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What is a Landing Page Conversion Rate?
A landing page conversion rate is the percentage of the number of people who completed a call-to-action on your landing page out of everyone who landed on the page.
Factors like industry, the relevancy of your CTA, your target audience, product or service, and where the users are in the customer journey can drastically influence your ability to convert visitors into leads and leads into customers.
However, as marketers, we love numbers and percentages, so I did my research for you and found the average and good landing page conversion rates.
What is a Good Landing Page Conversion Rate?
According to WordStream, the average landing page conversion rate across all industries falls around 2.35%.
Another study by Unbounce, which analyzed lead generation pages across 10 different industries with 74,551,421 total visitors, shows that the average landing conversion rate is 4.02%.
Moreover, as the report highlights, the lowest-converting industry is higher education with 2.6%, and the highest-converting industry is vocational studies and job training with a conversion rate of 6.1%.
What is a good landing page conversion rate?
Typically, a conversion rate of 12% is considered good for lead generation landing page conversion rates. Broadly speaking, achieving a 10+ conversion rate from your landing pages can get yours above the average.
The report by Unbounce shows that the top landing pages see conversion rates up to 27.4%.
But, wait a minute before you go about comparing...
Average conversion rates vary depending on what industry you’re in. That means comparing yourself to the average conversion rate across all industries will give you a wrong idea about your conversion rate performance.
For example, a conversion can be very different from e-commerce conversions if you are in the legal industry. Therefore, instead of asking, “what is a good landing page conversion rate?” you should start asking, “what is the average landing page conversion rate by industry?” This will provide you with more logical insights.
Pro tip: Optimizing your website as a whole can bring you much better results in the long run.
Here’s a lead generation landing page conversion rate graph by Unbounce:
To understand average conversion rates by industry, we suggest you take a look at our related blog post "What is a Good Website Conversion Rate?" to see the bigger picture.
How to Measure Landing Page Conversion Rate
To measure your landing page conversion rate, divide the number of conversions you get in a specific time frame by the total number of people who visited your landing page, then multiply it by 100%.
Landing page conversion rate formula:
Number of conversions from a landing page within a time frame / Total number of landing page visitors X 100% = Landing page conversion rate
The goal of your landing pages is the same as your other digital marketing efforts: to convert as many visitors as possible into leads and customers. Optimizing your landing pages can help you drive more conversions and improve the user experience as well.
But before that, let’s take a look at the possible reasons why your landing page isn’t converting as it should.
Why Your Landing Pages Might Not Be Converting Enough
We don’t need to be oracles to see that some of your landing pages convert better than others. But why could it be? Here are some of the most common mistakes that lead to low conversion rates:
Poor Headlines
Landing page headlines can be a make-or-break deal for first impressions and grabbing users’ attention.
Driving conversions is your primary goal, but you can’t expect people to convert without convincing them to stay on the page in the first place. When writing your landing page headlines, make sure to:
- Pay attention to clarity. Headlines shouldn’t beat around the bush with metaphors.
- Analyze your headlines.
- A/B test different headlines to see the best-performing one.
Multiple CTAs and Distractions
Don’t present multiple offers to your visitors; that will only overwhelm them.
You might think that making multiple offers might be useful to your conversions, but it’s actually the other way round.
There is even a name for it: Analysis paralysis, which means that too much choice is stressful and causes a paradox of choice—not good for your landing page conversion rates at all.
For that very reason, your landing page should have only one call to action. However, if you are creating a longer landing page, you can add multiple CTA buttons so long as they aim for one single action.
Pro tip: Personalized CTAs convert 202% better than default calls-to-action.
Weak Landing Page Design
Hear me out—nothing good ever comes out of a bad design.
Make sure to follow the best design principle for a better user experience. Sometimes it’s a poor design that’s hurting your landing page conversion rather than a bad copy.
Do a split test between different designs and tweak around the highest-converting elements to reach your ultimate landing page look and experience.
You can make things even easier with lead generation software solutions, too.
Start Optimizing Landing Pages for Conversions
1. Reduce Distractions
Your landing page should have one aim and one only. Leave out all the distractions that might divert the user’s eyes and attention somewhere else.
- Get rid of the visual clutter and simplify your landing page.
- Make your offer clear.
- Avoid multiple CTAs.
2. Leverage FOMO
There’s a reason why marketers always go for the phrases “Limited-time” “Limited Offer.” Scarcity has an effective impact on users’ buying decisions. Marketing phrases like these compel your landing page visitors to act “now.”
You can take advantage of lead magnets like limited-time discounts or webinars that won’t happen again to ignite that FOMO feeling in them.
3. Add Testimonials
Arguably, if there were one thing ruling the digital conversions, that would be social proof.
People simply want to know how others that used your product or service feel about it. If you can get your customers to create video testimonials or testimonial quotes, you may have an edge on the competition.
4. Use an Exit Popup
Exit popups display on your landing page when a visitor attempts to leave the page. Simply put, the purpose of exit popups is to give you another shot at converting visitors.
Make sure to use a combination of compelling CTA and copy along with an attractive image to get users’ attention. Try to incentivize your exit-intent popup with a special offer to convert more abandoners.
How do you create the most terrific exit popups in 5 minutes?
Popupsmart, no code popup builder can help you with that.
Bottom Line
If we go back to our primary question, “what is a good landing page conversion rate.”
The best landing pages have conversion rates up to 27.4 percent.
That being said, you should always consider your industry average and audience when assessing your landing page conversion rate.
Try to focus on your improvement to measure your success. You should see a correlation between your conversion rates and web traffic. Most of the time, as your traffic increases, your landing page conversion rate should also boost.
With these data and tips in mind, you’re all set to get ahead of your competitors.
Frequently Asked Questions
Is 2% a good conversion rate?
1) Is 2% a good conversion rate? A 2% conversion rate is usually considered “okay” or slightly below average for many landing pages, but whether it’s good depends on your industry, offer, traffic source, and what you’re counting as a conversion. Across all industries, benchmarks often land in the 2%–4% range (with some studies citing averages around 2.35% and others closer to 4.02%), so 2% can be a reasonable starting point—especially for colder traffic (like broad paid social) or higher-commitment actions (like booking a demo or requesting a quote). That said, for lead generation landing pages, many marketers aim for 10%+ as a “good” target, so if your goal is lead gen and you’re stuck at 2%, it’s a sign you may need to improve message-match (ad-to-page relevance), tighten the CTA, reduce form friction, add stronger proof (testimonials, trust badges, case studies), or refine targeting to bring in more qualified visitors.
Is a 3% conversion rate good?
2) Is a 3% conversion rate good? A 3% conversion rate is generally considered solid and often around average-to-above-average depending on the context, especially when you compare it to broad cross-industry benchmarks that hover roughly between 2% and 5%. For many landing pages, 3% suggests your offer and CTA are resonating with at least a portion of visitors, and it can be particularly respectable if the conversion is a high-intent action (like scheduling a consultation) or if the traffic is relatively cold. In eCommerce, 3% is frequently viewed as a strong performance for many stores, while in lead generation, it may still be seen as “room to grow” since well-optimized lead gen landing pages can reach 10%+ and top performers can climb far higher. The best way to judge 3% is to benchmark against your specific industry and conversion type, then look at supporting metrics like cost per lead/sale, lead quality, and downstream close rate—because a “lower” conversion rate can still be great if the leads are high quality and profitable.
Is a 30% conversion rate good?
3) Is a 30% conversion rate good? A 30% conversion rate is exceptional for most landing pages and typically signals a highly targeted audience, a compelling offer, and strong alignment between the traffic source and the page (often called message-match). While general marketing benchmarks often cite 2%–5% as common, and many lead gen marketers consider 10%+ “good,” hitting 30% usually happens when the ask is relatively low-friction (for example, downloading a checklist, signing up for a webinar, or claiming a limited-time offer), the audience is warm (email list, retargeting, branded search), or the landing page is part of a tightly focused campaign with a very specific promise. That said, it’s still important to sanity-check what “conversion” means in your tracking (e.g., are you counting micro-conversions like button clicks rather than completed forms?), confirm you have enough traffic volume for the number to be statistically meaningful, and ensure the conversions translate into real business outcomes like qualified leads, pipeline, or revenue—because a high conversion rate isn’t truly “good” if the leads don’t convert downstream.
Is 25% conversion rate good?
4) Is 25% conversion rate good? A 25% conversion rate is very strong and well above typical averages for most industries, especially if the conversion is a meaningful action like a completed lead form, booked call, or purchase. Rates this high usually indicate that the landing page is reaching a well-qualified segment (such as retargeting visitors, existing subscribers, referral traffic, or people searching for your brand), the value proposition is extremely clear, and the CTA feels like a natural next step rather than a big commitment. It can also be influenced by the type of offer—an email signup for a useful resource can convert far higher than a request for a sales demo—so the “goodness” of 25% depends on what you’re asking users to do and how you’ll monetize that action later. To validate performance, look beyond the headline number and evaluate lead quality, cost per acquisition, and conversion-to-customer rate; if those downstream metrics are healthy, a 25% conversion rate is not just good—it’s a sign you should consider scaling the traffic source or replicating the page structure across other offers.
What do experts say about good landing page conversion rate?
5) What do experts say about good landing page conversion rate? Experts generally agree that there isn’t one universal “good” landing page conversion rate because performance varies heavily by industry, traffic temperature, offer type, and where users are in the customer journey, but there are practical ranges that help set expectations. Cross-industry research commonly places average landing page conversion rates in the low single digits (often around 2%–4% depending on the study), while many marketers view 10%+ as a strong benchmark for lead generation landing pages when the targeting and offer are well defined. Top-performing pages can climb into the 20%+ range and, in certain high-intent or warm-audience scenarios, even higher—especially when the CTA is low-friction and the page is tightly aligned to the ad or email that drove the click. The expert takeaway is to benchmark against your specific industry and conversion definition, then improve systematically through conversion rate optimization: sharpen your headline and value proposition, reduce distractions, strengthen proof (reviews, testimonials, case studies), improve page speed and mobile usability, simplify forms, and test one change at a time (A/B testing) so you can reliably move from “average” to “good” and ultimately to “top performer” for your niche.
