The median conversion rate for website landing pages in 2024 was found to be 6.6% in a study of over 57 million conversions on 41,000 landing pages.
Conversion rates varied among industries, with financial services companies having a median rate of 8.4% and SaaS companies having a median rate of 3.8%. Email drove the highest average conversion rate of 19.3%.
Most visitors (82.9%) accessed landing pages via mobile, but desktop users had a higher average conversion rate (12.1% vs. 11.2%). Lower reading difficulty was also correlated with higher conversions.
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Landing Page Conversion Benchmarks for 2024
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