What’s a good landing page conversion rate, anyway?
The truth is, it depends. Conversion rates can vary significantly depending on factors such as your business’ arena (B2B or B2C), the type of conversion you’re tracking (purchase, quote, info request, etc.) your audience, where they are in the buyer’s journey, and more.
That being said, a quick Google search uncovers several sources that explore the topic of conversion rate benchmarks in more detail.
For example, WordStream states that the median conversion rate is 2.35%, but highlights that the top 25% are converting at a rate much higher than that – top 25% are 5.31% and above and the top 10% are at 11.45% and above. However, this analysis looks at conversion rates on the account as a whole, not individual landing pages.
This report from Unbounce breaks down median landing page conversion rates by industry. The report reveals that the median conversion rate for all the landing pages analyzed is 3.2%, but similar to the example above, the top-performers do much better and rates vary significantly by industry.
The moral of the story is that “good” conversion rates should be taken with a grain of salt. It’s important to look at a number of sources to determine a realistic benchmark for your industry and campaign. It’s also important to consider how unique circumstances, like the COVID-19 pandemic – may affect conversion rates and audience behaviors.
At Responsory, we don’t rely on universal “benchmarks” to predict clickthrough (CTR) and conversion rates for our clients’ campaigns. Instead, we use pilot campaigns and test strategies to identify more customized and meaningful benchmarks for ongoing success.