// guide
What's a good landing page conversion rate?
Everyone wants a single number to compare against. The honest version: the cross-industry median sits around 6.6%, with most industries falling between roughly 4% and 12%. But a benchmark is a starting line, not a verdict, because conversion rate depends on far more than the page.
The rough benchmarks
Across large datasets, the median landing page converts somewhere near 6.6%. Lead-gen and B2B tend to sit lower (often 2–5%), while some e-commerce and offer-driven pages run higher. Treat these as orientation, not targets.
- Median, cross-industry: ~6.6%
- Most industries: ~4% to ~12%
- Top quartile of pages: often 10%+
- B2B / high-ticket lead-gen: frequently 2–5% and still healthy
Why the benchmark can mislead you
Two identical pages can convert at 1% or 8% depending on where the traffic comes from, the offer, the price, and how warm the audience is. Cold ad traffic and warm referral traffic behave nothing alike. A 'low' rate can be a traffic-quality problem, not a page problem.
So before chasing a number, separate the two questions: is the traffic right, and is the page doing its job? They have different fixes.
Readiness vs. measured rate
There's a difference between how well a page is BUILT to convert and what it actually converts. You only learn the real rate by measuring it with analytics and A/B tests on your own traffic.
What you can assess instantly, without traffic, is conversion readiness: whether the hero, CTA, proof, and friction are working for or against you. Fixing those is what moves the measured rate later.
A better question than 'is my rate good?'
Ask 'where is my page leaking?' instead. A readiness score against a fixed rubric tells you which of the seven conversion factors is dragging you down, so you know what to fix first, rather than staring at a percentage with no next step.