Optimization Made Easy
The Unbounce Conversion Benchmark Report
Every marketer wants better results from their campaigns, but most aren’t sure how to get ‘em. Optimize your landing pages with our easy-to-understand, data-backed insights and step into a new world of opportunity.
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Back for another year and opening the door to all-new insights.
How do your conversion rates stack up?
Almost every industry we analyzed saw a higher median conversion rate than last year—but the gap between the top and bottom performers is growing. See if your landing pages have a spot on the podium.
What resonates with your audience?
There were big increases in emotional language on landing pages last year, especially for negative feelings like disgust. Find out whether the sentiments on your page are winning visitors over (or scaring them away).
Where are your best visitors coming from?
New for this report, we’ll show you which traffic channels are sending the highest-converting visitors to your page—so you can be sure that you’re spending your ad budget in the right place.
About This Report
Conversion intelligence is an approach to marketing that pairs your know-how with data-validated insights (like the ones in this report) to get you better results than you could on your own. Keep reading to see how you can start working with conversion intelligence.
See how your industry performs—and exactly where you rank in it.
Here’s our at-a-glance look at the median and mean (or average) conversion rates for the 16 industries included in this report. For a deep-dive—including tons of ideas for optimizing your pages—select your industry from the left-hand menu. (And to see how we got these numbers, check out our methodology.)
Keep reading for more AI-powered insights about how your industry performs.
Fill out the form for instant access to the complete report—with detailed benchmarks and dozens of machine learning insights that’ll help you optimize your landing pages and win more conversions.
Insight: An insight is a data-validated recommendation that helps you get more conversions. They’re easy to understand and quick to apply. You’ll find ‘em throughout the report in boxes like this one.
With more specific insights and observations than ever before.
New this year, we also look at the median rates of click-through and form-fill landing pages specifically (so you know precisely how your page stacks up).
Running a sales campaign and sending people through to your online store? Trying to register visitors for a trial or consultation? Use these goal-specific benchmarks to gauge your landing page performance.
Landing page optimization is critical, but it’s over-complicated. Companies will often replace a page without first understanding what was working on the original. Data insights like these help marketers improve their pages at a fundamental level, rather than focusing just on the aesthetics.
Ecommerce Growth Consultant
Yep—we’ve got data findings from the pandemic, too.
We didn’t want this to become a “COVID-19 impact report.” That’s partly because insights around the pandemic aren’t especially actionable for marketers today, and partly because… well, we’re all just really tired of talking about it.
Of course, we can’t avoid it entirely—but we can quarantine it (so to speak). Take a look at our COVID-specific traffic insights.
Start optimizing your landing pages with conversion intelligence.
Conversion intelligence is all about creating the highest-performing campaigns by augmenting your marketing expertise with data-powered insights that’d be really tough to get on your own. (Heck, we needed to use AI to do it.) The Conversion Benchmark Report simplifies all that data complexity and just tells you what you need to know: How to optimize your landing pages and get more conversions.
Learn all about your industry-specific insights.
Read what’s helping marketers in your industry (or one like yours) convert more visitors on their landing pages. Say you’re in SaaS: We found that words evoking anticipation and joy tend to increase your conversion rates.
Build new pages using what you’ve discovered.
Use Smart Builder to tap into insights from this report and create a new landing page (or variant) with AI power. In the SaaS example, you could easily create a page variant that has more positive, value-focused language.
Optimize your results and keep on iterating.
Run an A/B test to validate the impact of your changes or—better yet—use Smart Traffic. With Smart Traffic, you can keep both versions of your SaaS page and automatically send visitors to the one that’s best for them.