What's the median conversion rate for website landing pages in 2024? How do conversion rates vary among industries, traffic sources, and devices? Is reading ease correlated with a better conversion rate?

To find out, researchers at Unbounce examined internal data from more than 57 million conversions on more than 41,000 landing pages.

The researchers found that the median conversion rate across all the pages examined is 6.6%.

They also found that the median conversion rate varies significantly among industries. For example, website landing pages for financial services companies have a median conversion rate of 8.4%, whereas website landing pages for SaaS companies have a median conversion rate of 3.8%.

Visitors driven to website landing pages by email have the highest average conversion rate (19.3%), on average, the researchers found.

Most visitors (82.9%) access website landing pages via a mobile device; however, visitors using a desktop computer have a higher average conversion rate (12.1% vs. 11.2%), according to the research.

Lower reading difficulty is correlated with more conversions, the study found. For example, website landing pages with copy at a fifth-to-seventh grade reading level have an 11.1% median conversion rate, whereas website landing pages with copy at a college reading level have a 5.3% median conversion rate.

About the research: The report was based on internal Unbounce data from more than 57 million conversions on more than 41,000 landing pages.