How does your rate stack up?

Enter visitors and conversions, pick your industry, and see where your rate sits against the median, top 25%, and top 10% of pages in your space. Benchmarks from WordStream and Unbounce 2024.

Your numbers

Visitors Unique users or sessions

Conversions Signups, purchases, leads, etc.

Industry Compare to your space

Benchmarks from WordStream + Unbounce 2024 reports. Numbers reflect median landing page performance across hundreds of thousands of accounts. Private by design — nothing leaves your browser.

3.00%

Above median

Fill the fields to see your tier.

Where you sit Distribution for Overall

Bottom 25%≤ 1.0%

Median2.35%

Top 25%5.31%

Top 10%10.0%

Conversion rate 3.00% 150 of 5,000

Gap to median +0.65 pp Above industry median

Gap to top 10% −7.00 pp Need 350 more conv. at this traffic

If you hit top 10% 3.3× More conversions at the same traffic

Industry benchmark Overall

Benchmarks by industry

What "good" actually looks like.

Conversion rate benchmarks vary 3-4x across industries. Real estate medians around 2.4%; finance and insurance around 6.2%; health and medical around 7.4%. Compare yourself to your space, not to the cross-industry average. All numbers below are median landing page rates from the 2024 WordStream + Unbounce reports.

Why benchmarks matter (and where they don't)

2.35%

cross-industry median landing page conversion rate (WordStream 2024). Real number for "average" before you adjust for your space.

5.31%

cuts off the top 25% of landing pages across industries. Hitting this puts you in the upper quartile of all pages WordStream tracks.

10%+

is the typical threshold for the top 10% of landing pages. Pages that reach this tier usually have a tight offer-audience match, not just better copy.

Sources: WordStream Google Ads Landing Page Benchmark 2024, Unbounce Conversion Benchmark Report 2024.