What's a Good Landing Page Conversion Rate in 2026?

A good landing page conversion rate in 2026 is above roughly 6.6% — the all-industry median in Unbounce's Conversion Benchmark Report, built from about 464 million visits and 57 million conversions across roughly 41,000 landing pages. That's the most recently published edition of the report, covering a trailing 12-month window through mid-2024; no newer edition has replaced it as of this writing.

Median vs. Average, and Why That Matters Here

Unbounce reports a median, not an average, specifically because a handful of exceptionally high-converting pages — gated content for existing customers, or tiny-sample pages with only a few visits — would otherwise pull a blended average well above what most businesses actually experience. The median is a better target for a typical page because half of all pages measured convert above it and half convert below it, with less distortion from outliers.

Why There's No Clean "By Industry" Number Here

Unbounce's report does break results out by industry, but different write-ups of that same breakdown circulating online disagree with each other on which industry gets which rate — one version of the table assigns a meaningfully different number to the same sector than another. Rather than repeat a figure that can't be confirmed consistently, the reliable number to anchor on is the all-industry median above; treat any specific industry figure you see elsewhere as something to verify directly against Unbounce's own page before relying on it.

What Counts as a "Conversion" Here

Unbounce counts a conversion as any completed form submission, purchase, or other primary call-to-action action on the landing page — not clicks, not time on page. That's the same definition most businesses already use for their own lead or sale tracking, which is part of why this benchmark transfers reasonably well across different kinds of landing pages, even though it isn't segmented specifically by business model.

What Actually Separates High- and Low-Converting Pages

Traffic source is one of the biggest swing factors in the same research: visitors arriving from email and from a business's own existing audience convert at meaningfully higher rates than visitors arriving from paid social or cold paid search, simply because they arrive with more existing trust and intent. A page's conversion rate says as much about where its traffic came from as it does about the page's own design.

How to Use This Benchmark

Pull your own landing page's conversion rate over a comparable sample size — Unbounce's own data only becomes stable at meaningful traffic volume — and compare it against 6.6% as a rough line, while weighting that comparison by your traffic source mix rather than treating every visitor channel as equally likely to convert.

Bottom Line

Use 6.6% as a reference line, not a target, and break your own number down by traffic source before deciding whether a page actually needs work — a page fed mostly by cold paid traffic will structurally run below this median even when it's well built.

Sources: Unbounce, Conversion Benchmark Report (most recent published edition, dataset covering approximately July 2023-July 2024; roughly 464 million visits, 57 million conversions, 41,000 landing pages analyzed).