About This Report

Now you can see how your
business stacks up...

We’ve dug deep into the performance of 16 major industries, based on a machine learning analysis of more than 186 million visits and 19 million conversions on 34 thousand landing pages. The result? Unbounce’s 2020 Conversion Benchmark Report. Explore insights, like:

 

Software pages convert 10% below the overall industry baseline...

This report includes conversion benchmarks for 16 key industries drawn from real Unbounce customer landing page data. How do your landing pages perform compared to others in your space? And what can you learn from what marketers in other industries are doing?

 

Negative language might hurt conversions on legal pages...

Stirring up negative emotions could amount to lower conversion rates for lawyers. But which emotions should your industry be paying attention to? Our sentiment analysis provides useful insights about which emotions you might want to accentuate in your page's copy (and which to avoid!).

 

Pest control
pages convert
best at
400-500 words...

It can take a little—or a lot—to convince your visitors to convert. We’ve tracked the ideal length and reading ease for tons of businesses, from pre-schools and insurance companies to beauty retailers and pest control. So you'll know how lengthy your page should be to convert in your industry.

  About This Report

“What’s a good conversion rate?”

A conversion can mean many things. It’s an action that you want your visitors to take—like buying, downloading, or subscribing. It can be a new lead, a phone call, or an in-person appointment. But ultimately it depends on your business, campaigns, industry, and goals.

So, what’s a good conversion rate for your landing pages? And why do some pages (and industries) perform better than others? Knowing this helps you continually improve performance, but understanding what success actually looks like can be a challenge.

That’s why we created this report. Using our proprietary machine learning model, we’re bringing you dozens of insights about what works—and what really doesn’t—when it comes to landing pages. We’ve looked at readability, word count, emotions, and more to create new opportunities to pair your marketing know-how with the processing power of AI.

Optimizing your landing pages doesn’t need to be aspirational. As a source of conversion intelligence, we hope these machine-derived insights empower you to create the highest-converting campaigns of your career—and reach your conversion potential.

 

Every marketer wants to be data-driven, but good data in the wrong context can lead you in the wrong direction. This report gives marketers insight into what’s happening in their industry. Now you can stop guessing what conversion rate to aim for and instead set your sights on realistic milestones.

Katelyn Bourgoin
Founder of Customer Camp

  About This Report

How do your industry conversion rates stack up?

Here’s a breakdown of median conversion rates for landing pages across 16 industries. Throughout most of this report, we’ve based our analysis on the median conversion rate instead of the average (mean).

Why? Imagine this is a report about the average housing prices in your neighborhood, but it also includes the mansions of a dozen billionaires. It’d massively distort the average and make it useless to you. Averages include high-performing outliers that skew the data—and many Unbounce customers absolutely crush it when it comes to converting. By reporting median instead, we’re giving you a better sense of where most pages convert.

  About This Report

Comparing apples to ecomms…

Performance standards vary drastically between industries. Makes sense, right? Putting down your credit card for a pair of socks isn’t the same thing as renovating your kitchen, and registering for an online course takes way more commitment than ordering a pepperoni pizza.

How you stack up against companies in your industry is more actionable than overall numbers, so check out the industry-specific sections of this report that are most relevant to you

That said, here are some of the most dramatic differences and trends we’ve noticed across all industries:

 

  About This Report

  • The median conversion rate for all the landing pages we analyzed is 3.2% (or, expressed as an average, 9.7%). But the top-performers do much better: they impressed us with a median conversion rate of 25% (based on the top 25th percentile).
  • Software as a Service (SaaS) landing pages are the most difficult to read of all the ones we analyzed, while pages for catering and restaurants had the simplest copy overall.
  • On average, the media and entertainment industry produces landing pages with the fewest words, while fitness and nutrition marketers tend to be the wordiest.
  • Click-through landing pages convert best for many industries, but forms (or lead gen pages) are far more common—in fact, 62.6% of pages use forms.
  • Medical practitioners use more words associated with sadness and fear, legal practitioners express more anger, and marketers in finance and insurance rely on more trust-related language.

  About This Report

Here are the industries we’re giving the low-down on…

How’d we get these numbers? We started with the data. Guided by a team of data scientists, we used a proprietary machine learning model we’ve been teaching to sort and analyze 34 thousand landing pages into 16 industries and 50 subcategories. Read our complete methodology to find out more.

  About This Report

So how do your expectations compare to reality?

We surveyed 400 marketers in the trenches to see what they expect the conversion rate to be in their industry and what they wish it could be. Almost half of them told us that conversion rates in their industry usually fall between 6 to 15%. (And more than 45% told us they wouldn’t be happy without conversion rates above 15%. Tough crowd.)

Given that our analysis discovered the overall average conversion rate is 9.7%, these are some pretty lofty goals. (Though the top-performing pages in this report convert well above these numbers. We’re impressed!) The thing is: marketers are not wrong in wanting to deliver higher conversion rates. But how do you do it? That’s where this report comes in.

 

Say you’re tasked with improving your landing page performance, and it’s currently converting at 5%. Is that good? Is that terrible? Without knowing the answer, it’s impossible to know how much time and effort to invest in optimizing it. And most teams have no idea.

Lenny Rachitsky
Growth Advisor & Former Growth Lead at Airbnb

  About This Report

Fortify your marketing instincts with ML-powered insight.

At Unbounce, we believe machine learning can help marketers reach their goals in the years to come. That’s why we created the Conversion Benchmark Report. Here’s how we recommend you use these insights to build better landing pages:

 

Dig into your industry benchmarks.

Read about landing pages that are performing best in your industry (or one like yours) and see where you stack up against them. Are you where you need to be?

 

Turn your learnings into a new approach.

Build one or more variants for your pages that apply what you’ve learned from this report. For instance, you could change the emotional tone or simplify your vocab.

 

Optimize and test the results on your pages.

Run A/B tests to ensure the changes improve conversion performance—or just turn on Unbounce’s Smart Traffic, which will automatically optimize for you. Learn more.

  About This Report

Explore industry insights that’ll boost your conversion rates.

Don’t stop here! Use the left-hand menu to read detailed benchmarks and insights derived from our machine learning analysis. You’ll learn what calls to action work best, how reading ease and word count relate to conversion rates, what emotions seem to resonate with your visitors, and more ideas that’ll help you optimize your landing pages.

Software as a Service | Business Services
Home Improvement | Ecommerce | Legal | Real Estate

Landing pages help SaaS brands turn curiosity into software sign-ups. They drive visitors to demos or pricing pages by showing the product in its best light. And they can generate longer-term interest (and leads) by offering freebies, webinars, or other branded content in exchange for a little contact info. (67.8% of SaaS pages contain a form of some kind.)

  • While the median conversion rate for this industry is 2.9%, the best-performing SaaS pages convert at 24.2% (based on the top 25th percentile).
  • 10% of the landing pages we analyzed promote SaaS products. The pages we analyzed for SaaS account for 4,133,814 conversions.
  • Below, we’ve broken SaaS down into 7 subcategories so you can get a clearer picture of where your business lands.

  Software as a Service

SaaS pages convert 10% lower than the overall industry median.

  Software as a Service

For SaaS landing pages,
shorter is sweeter.

What’s this mean? Our analysis shows that conversion rates trend up as a SaaS landing page becomes easier to read and down as you use more words. Want to know how we got these numbers? See our methodology.

  Software as a Service

Keep your copy simple, even when your product isn’t.

Here’s a mystery for you. With a median conversion rate of 5%, landing pages built to advertise apps perform better than the general software baseline—72% better. That’s nothing to sniff at. But why?

  Software as a Service

We suspect reading ease
makes a difference.

SaaS landing pages have the most challenging copy of all the industries in this report, with one crucial exception: marketers use everyday language when they write about apps for mobile devices. This makes sense: promoting apps using customers’ own words lets SaaS marketers avoid jargon, engage casually, and score downloads. A simpler product can also lead to simpler copy.

But even if you’re targeting folks working in data analytics or infrastructure—which were most complex and lowest converting—it’s worth keeping your landing page text simple. Our research shows that conversion rates go up as SaaS landing pages become less painful to read. A sesquipedalian lexicon, alongside periphrastic syntax, indubitably discombobulates. So, umm, keep your copy clear and simple.

 

When you focus on benefits with plain and simple copy people end up converting because of how easy it is to understand what your product can do for them. Simple copy converts better and also tends to be much harder to write.

Hiten Shah
Co-Founder and CEO of FYI

  Software as a Service

SaaS by the numbers

 127%

Angrier on Cybersecurity Pages

Cybersecurity tends to use more words associated with anger (like insecure, illegal, or threat) than the SaaS baseline. Being real about the threat to personal security likely resonates with visitors because angrier cybersecurity pages appear to convert more often.

 1.7X

Conversions from Click-through CTAs

Click-through pages perform best in SaaS. Consider creating a click-through landing page as a way to persuade your audience on the problem your software solves, before sending them to the sign-up funnel on your site. The CTA? "Pick a plan and start my trial."

 15%

Wordier on Business Software Pages

Landing pages in the business software subcategory are 15% longer than the SaaS baseline. But marketers shouldn’t get carried away: business software pages convert best when around 400 words long.

  Software as a Service

Need some inspiration for your SaaS pages?

Thinkific, a platform that helps people create and sell online courses, used 700+ landing pages to drive more than 150,000 conversions. From virtual summits to “back to school” promos, the team at Thinkific doesn’t miss a trick. The company is also—not coincidentally—on track to double in size.

See landing page examples from Thinkific here.

  Software as a Service

In SaaS, get your visitors excited by building anticipation.

  Software as a Service

In SaaS, get your visitors excited by building anticipation.

Our research shows that getting emotional won’t necessarily woo potential SaaS subscribers. (Or, in science-speak, there’s minimal correlation between most sentiments and conversion rates in this industry.) Whatever your feelings about your offer, they aren’t always contagious.

 

One small exception, however, is anticipation. In our analysis, some SaaS landing pages see a tendency toward improved conversion rates whenever words associated with anticipation appear more frequently. We don’t recommend going overboard, but building a little excitement for your software with your copy could have an impact on campaign performance.

  Software as a Service

Words that build anticipation for SaaS subscribers

Adding anticipation to your copy means more than just peppering it with words like these ones—tell compelling stories about how your SaaS software will solve customer problems, hype your value props, and get people excited about upcoming updates. Read more about this sentiment analysis in our methodology.

Write in lively,
easy-to-read language.

We should also note, saying that most emotions don’t impact your conversion rates is not the same as recommending you sound like Robby the SaaS Robot. An informal, conversational tone can make your copy a pleasure to read and create an overall experience of your brand that’s personable, memorable, and unique. All good things that ensure, whether or not a visitor converts in the moment, you’ll make a lasting impact.

  Software as a Service

THREE BIG TAKEAWAYS FROM THE SAAS BENCHMARKS

  • Reading ease and word count appear to impact SaaS conversion rates. Both how many words you use and the way you use them correlate with conversion rates. Whenever possible, keep your copy short and simple in SaaS.
  • Most emotions likely don’t matter to your SaaS conversions. While it’s advice you might hear, we found there’s no firm evidence of a correlation between most emotions and your SaaS conversion rates. But that doesn’t mean you shouldn’t infuse copy with emotion. Write like a human!
  • Create anticipation to get more subscribers. One emotion that sometimes relates to higher conversion rates in SaaS is anticipation, so you could try to use language and design that gets a visitor’s motor running.

  Software as a Service

Build SaaS landing pages that convert, fast.

Your business relies on launching campaigns quickly. Unbounce helps you create pages for trials, demos, or lead gen without needing to bother your devs.

Get your SaaS up and running quickly with Unbounce templates.

  Ecommerce

Whether you sell socks with chihuahuas on them, folding commuter bikes for preschoolers, or edible shower caps, ecomm marketers face one big challenge—you need to get visitors not just to “add to cart” but to check out. Online storefronts tend to be dotted with distractions (like navigation or other products), however, and your product pages may not match your ads’ exact premise. Using pre-cart landing pages instead allows you to deliver on-point messaging, wow-inspiring product shots, and social proof to convert more clicks.

  • The overall conversion rate for the industry is 3.5%, but the best-performing ecomm landing pages actually convert at 25.8% (based on the top 25th percentile).
  • Ecommerce landing pages make up 24% of the pages we analyzed in this report.
  • Below, our machine learning algorithm has broken ecommerce down into 5 subcategories to get more granular.

  Ecommerce

Ecomm pages earn a
3.5% median conversion rate.

What’s this mean? Ecomm conversion rates can vary quite a bit, depending on what you’re selling. Industrial tools naturally convert lower than the ecomm baseline (since selling a drilling press isn’t the same as selling a t-shirt). Set realistic goals by picking the subcategory benchmark closest to your own. How’d we get these numbers? Read our methodology here.

  Ecommerce

Joy and anticipation get
customers in the mood to buy.

We all dream of that one, golden product that sells itself. (“A frozen pizza that also does my taxes? And it babysits the kids!? Sold!”) Sadly, ecomm marketers are seldom handed something so compelling. Without beautiful product shots, persuasive copy, and shout-it-from-the-rooftops reviews, many products will never find the right buyers.

Sending visitors to a landing page tuned to emotions associated with buying could make a difference. Below, we show how expressing a little feeling may relate to positive changes in your conversion rates. Take a look for yourself.

Some ecommerce landing pages that use more words associated with joy and anticipation see higher conversion rates. So if you’re writing copy, we recommend you try to hit both of these sentiments. Don’t be afraid to build high expectations for your products in your headline and CTA—you want people excitedly tracking their shipments—and include joyful testimonials and supporting copy throughout.

Not all emotional language is good, however.

 

In today's uncertain climate, consumers are craving something to look forward to. Given this mindset, I'd expect to see similar or even higher conversion rates for ecomm brands using words associated with joy and anticipation.

Kaleigh Moore
Ecommerce Copywriter

Our results show that some sentiments, even words associated with trust, correlate to lower conversion rates in ecommerce. Marketers who use negative words to emphasize the problem their product solves are similarly less likely to see more conversions too. (We saw similar, but less pronounced trends with sadness, fear, disgust, and anger.)

  Ecommerce

Words that inspire joy in
your customers

What does joy look like? We’ve listed a few of the words that our machine learning algorithm used to find joy on the ecomm pages we analyzed—but you need to do more than simply sprinkle joyful words on your page. From headlines and hero images to CTAs and testimonials, all the components should work together to communicate happiness. Read more about sentiment analysis in our methodology.

  Ecommerce

Ecomm by the numbers

 2X

More Disgust on Ecomm Pages

Ecomm pages contain 103% more disgust words (like contaminate, dirty, and mess) than the overall industry baseline, but it doesn’t relate to more conversions. Still, unless you need to evoke disgust to convey the value of your product—as in, “it eliminates the unpleasant odor of toe rot”—you may want to avoid being gross.

 2.8X

Conversion Rates from Click-through CTAs

When it comes to ecomm CTAs, getting prospects to click is a whole lot easier than getting them to fill out a form. It’s not surprising that click-through pages perform more than twice as well as looking for phone calls or form fills, but try testing clear and clickable CTAs to reduce friction—like, say, “Add to Cart.”

 46%

Fewer Words for Subscription Boxes

On average, pages for subscription boxes (think monthly snacks and supplies for your ferret) contain almost half as many words as the baseline for ecomm. That also might be why they convert comparatively well: our results show a tendency toward fewer conversions when ecomm pages have more copy.

  Ecommerce

What does a high-converting ecomm page actually look like?

Knowing is half the ecomm battle. Now that you’ve got some benchmarks, you can find fresh inspiration for your next campaign by checking out some masterpieces from Unbounce customers.

Get the Ultimate Ecomm Landing Page Lookbook.

  Ecommerce

Plain language helps merchants communicate value.

Almost every industry we studied benefits from short, straightforward language. And that’s no less true for ecommerce, where more difficult language relates to fewer customer conversions. For more detail, take a look at the graphs below, which chart reading ease and word count for ecomm:

 

People have very short attention spans so simple language is always best. Unclear or complex messages create friction for the consumer, and every moment of friction is another chance for them to bounce. Try drilling deeper into the benefit your product provides to your consumer. Remember, you're not really selling a product, you're selling the result.

Victoria Fryer
Content Marketing Manager, BigCommerce

  Ecommerce

For ecomm, shorter and simpler is better.

As you can see, a pithier page tends to convert better than composing a philosophical treatise that covers all 101 benefits of your product. Likewise, keep your vocabulary simple as pie and your sentences short and sweet. (Maybe don’t use words like “pithier,” now that I think about it.) Our machine learning analysis shows a dramatic increase in conversion rates on ecomm pages that trend below 300 words and are written at a middle-school level.

  Ecommerce

THREE BIG
TAKEAWAYS
FROM THE
ECOMM
BENCHMARKS

  • Joy and anticipation are likely the best emotions to infuse into copy for ecomm pages. We saw some evidence that these two sentiments could correlate with higher conversion rates, so using them may get your visitors in the mood to buy.
  • Insisting on trust probably doesn’t work. Words associated with negativity and trust both occasionally correlated with lower conversion rates. Instead, we’d recommend showing you’re trustworthy by offering simple refunds and shipping guarantees.
  • Shorter pages with everyday language tend to perform better. When copywriting for your products, resist the urge to throw in everything plus the kitchen sink—even if you’re selling kitchen sinks. Keep it short and focused on the main benefits.

  Ecommerce

How do your landing pages stack up?

If you already have ecomm landing pages, are you sure they’re hitting their mark? Use the Unbounce Landing Page Analyzer to get a comprehensive report on your page’s performance, responsiveness, message match, security, and much more.

Get a free, personalized report on your landing page performance.

  Agencies

Agencies build slick, high-converting landing pages for their clients—many of the ones we analyzed throughout this report are their handiwork. Less often, our agency customers also produce amazing pages for themselves, to grow their business more directly. (They don’t promote themselves as often as they should, we think.) They run top-notch lead-gen campaigns that attract new clients with webinars, consultations, audits, and downloadables.

  • The median conversion rate for agency pages is just 1.7%, but the top-performing pages convert at 23.1% (based on the top 25th percentile). That’s a big difference!
  • While many of the landing pages analyzed in this report were made by agency teams, just 2% promote agency services directly.
  • Our machine learning analysis includes 363,548 conversions on 1,043 pages in this industry.

  Agencies

For agencies, click-through landing pages convert at 4.0%, more than twice the industry median.

What’s this mean? It makes sense that click-throughs are used much less frequently (15.7% of the time) than forms (68.9%) on agency landing pages. If you’re converting below the median, though, try testing shorter forms. And, at the top of your marketing funnel, consider ways you can ask visitors for clicks instead of form fills. (Read our methodology to see how we got these numbers.)

  Agencies

Put our benchmarks to work for
your business.

If you’re an agency owner looking to grow your business or expand client lifetimes, then this whole report should be your jam. We’ve packed it full of benchmarks and insights covering the industries most often represented on Unbounce-built landing pages.

 

Explore the industry benchmarks.

Check out the conversion performance of your target industries (found throughout this report) or compare our findings to your own results. How do your clients and prospects stack up?

 

Borrow the conversion data you need.

Share this report or borrow individual graphs using the share button. Add them to your reporting docs or your pitch decks—basically, anywhere you want to show the value of landing page services.

 

Share with your clients and prospects.

Find opportunities and demonstrate your expertise. Use these benchmarks to keep your prospects’ eyes on the prize, set realistic goals and key metrics together, or even just humblebrag about your successes.

 

Prospects and clients don't want 'maybe.' They want agencies to tell them the ROI they can expect—then back it up. The only way to deliver that is with industry-specific benchmarks.

Adam Smartschan
Chief Strategy Officer at Altitude Marketing

  Agencies

Give your clients their
custom conversion
report card.

Go beyond benchmarks with the Unbounce Landing Page Analyzer. In a few minutes, you can create personalized, actionable reports for your clients’ existing landing pages and show them where your services could stand to improve their performance.

Deliver custom advice for boosting your
clients' conversions.

  Business Services

Business owners tend to ask a lot of questions, and demand proof of concrete results before they’ll convert. (They typically need to have their objections handled carefully and thoroughly, too.) For those marketing business services, landing pages represent a crucial step in meeting their healthy skepticism head-on, whether that’s showing the value of your offer with testimonials or running consultations that help prospects see why your service is essential.

  • Business services is a catchall that includes 5 broad subcategories of landing pages, ranging from human resources to shipping solutions.
  • The median conversion rate for all business services pages is 2.6%, but the top performers in this industry convert at 21.8% (based on the top 25th percentile).
  • The data analyzed for this industry comes from 6,357 landing pages and accounts for 1,611,152 conversions.

  Business Services

Landing pages for consultants underperform in business services.

  Business Services

Reading ease and word count don't relate to more conversions in the business services industry.

What’s this mean? The analysis of conversion rate and reading ease/word count doesn’t show a trend as pronounced as other industries. Our take is that marketers working in business services shouldn’t be preoccupied with keeping their landing page copywriting simple—but there are a few exceptions to this suggestion we discuss below. See our methodology for more.

  Business Services

Offering lead-gen consulting?
Try more sophisticated copy.
(No, really.)

A general rule of thumb for landing pages is to keep your copy simple—we say it throughout this report, and we have the data to back it up—but there are exceptions to every rule. Landing pages for lead-gen consulting and services appear to benefit from using more advanced vocabulary and sentence structure. As in, they perform best if they’re written for college grads.

The graph below compares lead-gen services to both the business services baseline and human resources. For HR, you can see a more typical correlation between easier reading and conversion rates.

Why is this the case? This might have something to do with the heightened importance of perceived expertise in the business services space. These companies help generate leads through consultations or by selling resources like courses or frameworks for finding new leads. If you’re paying for this service, they’d better show off a little credible know-how in some form or another. (You’ve got limited space to do it, though: the sweet spot for converting best is below 300 words.)

  Business Services

Business services by the numbers

 16%

More Fear on Consultant Pages

Consultants use more fear-related words (think words like disruption, problem, or weakly) than the business services baseline. But the evidence doesn’t suggest a positive relationship between scaring your visitors and getting them to convert, so it might be worth testing in a variant.

 2.3X

Conversions from Click-through CTAs

Though forms are more common, click-throughs in this industry perform more than twice as well as the business services baseline. (That’s very good!) At the top of your funnel, don’t use unnecessary lead-gen forms if a click-through is enough. And, even when you need forms, try testing variants that reduce them to the fewest steps and fields possible.

 20%

Fewer Conversions
from Forms

Forms perform less well on business services landing pages than across all the other industries in this report. Are you asking too much from visitors? Are you providing real value in exchange for contact info? If not, consider trimming your forms.

  Business Services

HR pages dial down some emotions (and turn up others).

  Business Services

HR pages dial down some emotions (and turn up others).

Human resources sometimes gets a bad rap—nobody knows this more than the people who work in the industry. This unfair reputation may be one reason why our machine learning model found HR landing pages often use plain, positive language (9% more than the B2B baseline) and express feelings like anticipation 18% more often. They also use words linked to anger about half as much as other business services.

 

Do these emotions lead to better conversion rates? Sorta. Our analysis shows that using anticipation words could relate to improved conversion rates in this industry (see the graph), but other feelings don’t show any reliable results. Positive language actually could relate to slightly lower conversion rates, but nothing too impactful—you may want to scale your positivity back.

  Business Services

Download your custom
conversion report card.

Go beyond benchmarks with the Unbounce Landing Page Analyzer. In a few minutes, you can create personalized reports covering nine specific performance categories. Learn if your current page could use some fixes that’ll take your conversion rates even higher.

Get custom advice for boosting
your conversions.

  Catering and Restaurants

Restaurant websites can sometimes feel like an unnecessary hurdle for hungry customers just looking to order a little takeout or delivery. Clunky animations, mood music set to autoplay, and menus locked behind slow-to-load PDFs don’t help either. Thankfully, marketers in the food industry turn to landing pages to better showcase appealing edibles and exceptional service. That’s how you satisfy local cravings and secure deliveries, reservations, or catering orders.

  • Of the pages we analyzed for this report, just 1% represented restaurants and caterers. That’s 809,770 customer conversions across 685 total pages.
  • They’re also among the highest-performing industries we analyzed, with a median conversion rate of 6.1%.
  • The top-performing landing pages for catering and restaurants convert at 31.4% (based on the top 25th percentile).

  Catering and Restaurants


A note on COVID-19.
These aren’t normal times for vulnerable industries like catering and restaurants. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for a roundup of useful resources to help lessen the impact on your business.

  Catering and Restaurants

Click-through CTAs convert at
14.9% for catering and
restaurants.

What’d we learn? Based on our findings, your catering company or restaurant should try out click-through CTAs or campaigns (with simple CTAs like “order now”) as these performed the best (14.9%), more than twice the catering and restaurant baseline. How’d we get these numbers? See our methodology.

  Catering and Restaurants

Catering and restaurants by
the numbers

 85%

Higher
Conversion Rates

This industry is our top performer in terms of conversion rates. It outperforms the overall baseline by 85%. Compared to other industries, restaurant landing pages likely do well thanks to immediate calls to action (like “call for delivery” or “book a reservation” or “feed me now”).

 68%

More Joy on Restaurant Pages

The only thing better than the joy of cooking is the joy of eating. And, not surprisingly, these landing pages favor words associated with this emotion, like delicious, festival, and sweetness. (There’s no evidence this relates to more conversions, however.)

 22%

Easier to Read than Overall Baseline

If people are having trouble reading your menu, that’s a big problem. Pages in this industry tend to use simpler words and sentences than the overall industry baseline. And our analysis confirms this simplicity relates to higher conversion rates. The easier you can make your restaurant pages to read, the better.

  Catering and Restaurants

Download your custom
conversion report card.

Go beyond benchmarks with the Unbounce Landing Page Analyzer. In a few minutes, you can create personalized reports covering nine specific performance categories. Learn if your current page could use some fixes that’ll take your conversion rates even higher.

Get custom advice for boosting
your conversions.

  Education

Marketers in education use landing pages to add a personal, aspirational, or emotional touch to their offerings. (This is true whether you’re promoting a daycare or doctorate program.) While college course catalogs can be overwhelming, education landing pages can help prospective students focus on particular programs, showcase talented faculty, and tell stories about successful graduates.

  • Education landing pages have a median baseline conversion rate of 4.5%, but best-in-class pages convert at 27% (based on the top 25th percentile).
  • Our machine learning model analyzed 7,858 education landing pages that have achieved 5,827,752 conversions.
  • Below, our machine learning algorithm has organized these types of pages into 3 subcategories that suggest different phases and approaches to education.

  Education

Landing pages for education
convert 38% higher than the
overall industry baseline.

  Education

Education landing pages convert best when they’re shorter and
easier to read.

What’s this mean? Our analysis shows that conversion rates improve as pages become easier to read and decline as marketers use more words. Aim to get your education landing pages as short as possible (we’d suggest that below 300 words is a great compromise if you can’t go too low). Learn about our methodology.

  Education

Education by the numbers

 11%

Harder Reading on Education Pages

On the whole, education landing pages are more challenging to read than the overall industry baseline. But even if you’re marketing post-graduate college programs, it’s best to use vocabulary and sentences that a high school sophomore could handle—these pages tend to convert more when they're easier to read.

 43%

More Joyful on Primary School Pages

It’s probably not that surprising that landing pages for primary education (and tutors) tend to use more words associated with joy (like confident, engaged, and excel) than the education baseline. There’s no firm evidence for a correlation with more conversions, however.

 26%

Wordier on Primary School Pages

Primary education and tutoring pages are the longest of those we analyzed for this industry. (Yes, even compared to pages promoting college programs.) Based on our analysis, however, we’d recommend using 500 words or fewer because shorter education pages tend to convert better.

  Education

Get campaigns running fast with free, high-converting templates.

Boost registrations, downloads of course catalogs, and clicks with a dedicated landing page. We’ve created 100+ Unbounce-certified templates to help you get more students registered for your in-person and online classes.

Browse templates and build your next education page from an Unbounce template.

  Events and Leisure

Whether you’re promoting an online conference, webinar series, or leisure activities at day spas or golf clubs, it’s super important that your pages show off a unique experience that people won’t get anywhere else. High-converting pages in the events and leisure industry include big, bold images, clear copy and calls to action, and social proof that drives clicks. They’re a great companion to an email, pay-per-click, or social media campaign.

  • Landing pages featuring events and leisure activities make up 3% of those analyzed in this report—that’s 2,197 pages. 
  • The overall median conversion rate for this industry is 4.2%, but the best pages we analyzed converted at 27.9% (based on the top 25th percentile).
  • Below, our machine learning broke the industry into 3 subcategories.

  Events and Leisure


A note on COVID-19.
These aren’t normal times for vulnerable industries like events and leisure. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.

  Events and Leisure

Landing pages for games
and gambling
outperform others
in this industry.

What’s this mean? With a median conversion rate of 4.2%, pages for events and leisure convert higher than the overall industry baseline, and rely primarily on a mix of click-through CTAs (24.4% of the pages we analyzed) and forms (57.4%). How’d we get these numbers? Read our methodology.

  Events and Leisure

Events and leisure by the numbers

 2.5X

More Conversions from Click-through CTAs

On events and leisure pages, click-through CTAs perform exceptionally well. The median conversion is 4.2%, but clicks convert at more than twice this rate (10.5%), so consider using a click-through page to get ‘em interested before presenting your sign-up form.

 80.4%

Angrier on Gambling Pages

Our sentiment analysis reveals that pages for games and gambling contain 80% more anger-related words (think elimination, powerful, or unlucky) than the baseline. We see some limited evidence this may correlate with higher conversion rates. Try sprinkling these angrier words through your gaming pages to see if it works for you.

 43.8%

More Surprise than Overall Baseline

Click-through pages for events tend to use more terms related to surprise (like gratify, marvel, or winner) than other industries do. Our analysis shows some of these pages convert better, so we’d recommend testing out copy and design that creates a sense of (pleasant) surprise. Adding a bonus to your offer can accomplish this too!

  Events and Leisure

Spark interest in your event with a dedicated landing page.

Build excitement, secure registrations, and sell tickets—all from a high-converting page that shows off what makes your offering so unique. We’ve created 100+ Unbounce-certified templates to help you get started fast.

Browse event templates and start building your page using Unbounce.

  Family Support

If you run a treatment center or family nonprofit, finding the people who most need your help isn’t always as easy as it should be. No matter the service or public good that you deliver, landing pages are digital helping hands that can play an essential role in helping you turn a visit into an action. For nonprofits, they’re doubly important as part of digital campaigns that secure crucial donations and volunteers.

  • The median conversion rate for this industry is 2.3%. But the top-performing landing pages convert at 22.1% (based on the top 25th percentile).
  • Our sample includes 1,895 pages and 628,471 total customer conversions.
  • Family support includes a diverse number of services and organizations dedicated to helping people in times of need. We’ve broken it into 3 subcategories below.

  Family Support

Family support pages have a 2.3%
median conversion rate,
but nonprofits do even better.

  Family Support

Family support pages get
complicated, but shorter
and simpler converts better.

What’s this mean? While most landing pages for family support are written at a college level, our analysis shows a trend toward better conversion rates if you target high school readers instead. When writing your copy, aim to keep the language simple and below 150 words—or, if that’s not possible, between 300 and 500 words. See our methodology.

  Family Support

Nonprofits benefit most from
plain language.

Our analysis saw truly dramatic differences between how reading ease relates to conversion rates for family nonprofits versus other subcategories, like treatment centers. Take a look at the graph below:

Nonprofits see a steep incline toward better conversion rates
when readability improves.

Moving from college difficulty to language closer to 7th grade, for instance, parallels a rise in median conversion rates of around 2 percentage points. (The same relationship is true but way less pronounced for treatment centers and funeral homes.)

It’s worth considering your audience when deciding what reading level you want to hit. For family nonprofits, using simpler vocabulary and shorter sentences likely makes it easier for visitors to understand your goals—and, according to our machine learning analysis, also amounts to better conversion performance.

  Family Support

Family support by the numbers

 3X

More Disgust than Overall Baseline

It’s not clear why, but landing pages in family support have 319.6% more disgust-related words (like expulsion, infestation... and lawyer) than the baseline for all industries. Our findings aren’t conclusive about whether or not this impacts conversions.

 18.9%

Fewer Words on Nonprofit Pages

On average, pages for nonprofits are shorter than other family support services. They also convert more frequently (1.9% higher than the baseline for family support). These two facts might be related, so try testing shorter pages if you’re communicating with clients for your treatment center or funeral home.

 10.5%

More Trust on Funeral Home Pages

Naturally, funeral homes and related services tend to use more trust language (words like assist, peaceful, and safekeeping) than others in this industry. But our analysis suggests that trust-associated words sometimes correlate with lower conversions, so consider testing pages with less of these words.

  Family Support

Create landing pages
to support your next campaign, fast.

Using Unbounce’s drag-and-drop builder, you can build high-impact landing pages without a web developer or designer. Starting with a template is an easy way to arrange consultations, book visits, or communicate your cause to people who share your goals.

Get your landing pages running quickly with templates.

  Finance and Insurance

For marketers promoting insurance and financial services, booking calls or consults with clients is an essential part of digital strategy. (Visitors are trusting you with their hard-earned money, after all.) Landing pages help you show people how you can help them in a clear, persuasive way that’ll secure leads and reinforce your expertise.

  • Finance and insurance made up 6% of the landing pages we analyzed. Together, these pages had 2,186,440 total client conversions.
  • Overall, this industry has a median conversion rate of 3.8%. But the best finance pages (based on the top 25th percentile) convert at 26%.
  • Our machine learning algorithm broke this industry into 4 subcategories.

  Finance and Insurance

Landing pages for finance outperform others in this category by converting at 5.8%.

What does this mean? With a median conversion rate of 3.8%, finance and insurance pages convert higher than the overall industry baseline. 63.4% of the landing pages we analyzed in this industry rely on forms to capture leads and connect with prospective clients. How’d we get these numbers? Read our methodology.

  Finance and Insurance

Finance and insurance
by the numbers

 2X

More Sadness on Financial Services Pages

Pages for the tax and financial services subcategory contain twice as many words associated with sadness (like disqualified, debt, and sue) as the overall industry baseline. We’re not judging, but our findings don’t suggest using more sad words relates to higher conversion rates.

 11.8%

Wordier than Overall Baseline

There’s no surprise that pages in finance and insurance tend to use more words. Our analysis shows that pages with fewer than 200 words tend to convert best, but anything longer doesn’t correlate with lower conversion rates. In this industry, use the words you need.

 30.3%

Higher Form Conversion Rates

Forms score conversions more often in finance and insurance than in other industries, meaning visitors are probably motivated to share their info. As always, we recommend testing pages with forms of different lengths to find what works best for your business.

  Finance and Insurance

Download your custom
conversion report card.

Go beyond benchmarks with the Unbounce Landing Page Analyzer. In a few minutes, you can create personalized reports covering nine specific performance categories. Learn if your current page could use some fixes that’ll take your conversion rates even higher.

Get custom advice for boosting
your conversions.

  Fitness and Nutrition

It’s hard enough to stick to a fitness plan without having to navigate confusing websites that don’t always match your needs. Thankfully, marketers in the fitness and nutrition industry use targeted landing pages to reach customers on search and social channels, and build trust by offering downloadable guides and worksheets, expert consultations, free samples, and more.

  • Of the pages we analyzed for this report, 2% fit into the fitness and nutrition industry. This sample includes 1,367 pages and 848,917 total customer conversions.
  • The overall conversion rate for these pages is 4.2%, with click-through conversion goals being the most successful.
  • The highest performing fitness and nutrition pages—based on the top 25th percentile— convert at 26.8%. Now that’s a healthy conversion rate!

  Fitness and Nutrition

Click-through CTAs for fitness
and nutrition convert almost
2.5X better.

What’s this mean? With a median conversion rate of 4.2%, fitness and nutrition pages convert higher than the overall industry baseline, and rely primarily on a mix of click-through CTAs (29.9% of the pages we analyzed) and forms (47.6%). Both types of CTAs have their uses, but click-throughs perform really well. How’d we get these numbers? Read our methodology.

  Fitness and Nutrition

Fitness and nutrition
by the numbers

 39.9%

Less Negative on Fitness Pages

When it comes to converting, pages for fitness tend to be less negative than those focused on general wellness. That’s good because negative-related words (like ailing, combat, needy, or parasite) sometimes correlate with lower conversion rates in this industry. If your wellness page tends in this direction, you might consider removing negative sentiment.

 2.5X

More Conversions from Click-through CTAs

Click-through CTAs convert at a whopping 10.2%. But they’re also often used in low-friction contexts—for instance, landing pages for fitness apps using click-throughs to the app store. We wouldn’t recommend changing all your fitness pages, but don’t use longer forms and consider gating content by introducing short forms after a click-through (like "Join the workout live").

 30.6%

Wordier than Overall Baseline

Though they convert well, pages in fitness and nutrition have the most copy of all the industries we analyzed (30.6% above the overall industry baseline). That’s not necessarily good since we see a slow decline in conversion rates as the number of words increases. Edit for brevity in this industry!

  Fitness and Nutrition

Try AI-powered landing page optimization.

Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.

Learn more about how Smart Traffic boosts
your performance.

  Home Improvement

Whether they’re currently knee-deep in toilet water (and need a plumber, y’know, yesterday) or they’re planning a million-dollar home renovation, people looking for home improvement services start their research online. For contractors and other professionals in this industry, landing pages can capture prospects’ attention by offering estimates or free in-home consults. Including your phone number, in case of emergency, is also a smart move.

  • Our machine learning categorized 4,372 home improvement landing pages (approximately 6% of all the ones we analyzed in this report). These pages account for 977,200 conversions.
  • Landing pages in this industry have an overall median conversion rate of 2.6%, but the top performers convert at 19.5% (based on the top 25th percentile).
  • We’ve broken the home improvement industry down into 4 subcategories.

  Home Improvement

Landing pages for renovations underperform in home services.

What does this mean? Converting at 2.6%, landing pages for home improvement come up short of the overall industry baseline (3.2%). But pages for pest control and general home services outperform their peers—likely because they’re often less of a financial commitment than hiring a contractor for renovations. How’d we get these numbers? Read our methodology.

  Home Improvement

How long should your home improvement page be?
It depends.

The amount of copy you use may correlate differently with your conversion rates, depending on what you do. Below, we’ve broken down conversion rate by word count for two subcategories (home services, HVAC and utilities). Take a look:

 

For HVAC, landing pages with fewer than 200 words convert best—though above that threshold there’s hardly any relationship at all. (So if you’re going long, go as long as you want.) For general home services, there’s a sweet spot around 300 words. And pages for pest control see their highest conversion rates when they’re between 400-500 words. That’s a lot of copy about bugs.

  Home Improvement

Home improvement
by the numbers

 4%

Conversion Rates for Pages with Mixed CTAs

Pages with mixed conversion goals ask for some combo of clicks, forms, and phone calls—and they’re the winner. These mixed CTAs convert at 4% compared to the overall baseline of 2.6%. Try testing variants of landing pages with mixed CTAs when prospects might want to get in touch via their preferred method, fast.

 9%

More Joyful on Home Renovation Pages

It’s hard to associate joy with HVAC or pest control. But in the home renovation category, machine learning detected more joy-associated words (like beautification, frolic, and splendid) than the home improvement baseline. There’s no evidence this helps convert visitors.

 1.5X

Higher Conversion
Rates for Home Services

Of all the subcategories we analyzed, home services stood out as the best performing in the home improvement industry, with 53.7% relative conversion lift compared to the home improvement baseline. This may be due to smarter marketing or simpler offers (think, hiring a cleaner versus a contractor).

  Home Improvement

Download your custom
conversion report card.

Go beyond benchmarks with the Unbounce Landing Page Analyzer. In a few minutes, you can create personalized reports covering nine specific performance categories. Learn if your current page could use some fixes that’ll take your conversion rates even higher.

Get custom advice for boosting your
conversions rates.

  Media and Entertainment

When your media or entertainment business depends on a steady flow of new eyeballs, pairing landing pages with your campaigns just makes sense. Whether you’re promoting a book or a streaming service, show off the good stuff by offering sample chapters, episodes, free trials, or demos to get people engaging with your content. Landing pages build audiences.

  • Our analysis of landing pages in media and entertainment includes 2,199,040 conversions across 1,996 pages.
  • The median conversion rate for this industry is 4.8%, putting it near the top of industries we’ve analyzed in terms of conversion performance.
  • How do the best landing pages in this industry compare? Based on the top 25th percentile, the highest performing pages convert at 32.4%.

  Media and Entertainment

Click-through CTAs perform best for entertainment landing pages.

What’s this mean? Media and entertainment pages convert well above the overall industry baseline, at 4.8%. Click-through CTAs (29.3% of the pages we analyzed) and forms (52% of the pages we analyzed) perform well. We recommend testing forms of different lengths and just asking for clicks when that makes the most sense. How’d we get these numbers? Read our methodology.

  Media and Entertainment

Media and entertainment
by the numbers

 2X

Higher Form Conversion Rates

Forms perform better on landing pages for media and entertainment than they do for every other industry in this report, though they’re still used only about half of the time (52%). If you work in this industry, you can rely on forms more often than not—but test varying numbers of form fields to squeeze the most conversions out of them.

 23.2%

Fewer Words than Overall Baseline

Of all the industries we analyzed, landing pages in the media and entertainment category were the shortest. This is smart since landing pages below 350 words also tend to have higher conversion rates.

 41.6%

More Joy than Overall Baseline

Our analysis found that media and entertainment pages use more joy-related language than the overall industry baseline. These include words like art, cuddle, engaging, and star. (We found no firm evidence that this relates to high conversions, though.)

  Media and Entertainment

Try AI-powered landing page optimization.

Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.

Learn more about how Smart Traffic boosts
your performance.

  Medical Practitioners

According to a 2019 PEW study, four in five Americans have searched for health-related topics online. (That’s a whole lotta people asking Google about a weird growth on their foot.) Marketers working in medical fields of all kinds use landing pages to connect with potential patients, showcase services, and offer personable, anxiety-free consultations.

  • The median conversion rate for this industry is 2.4%. But the best landing pages in this industry convert at 20.4% (based on the top 25th percentile).
  • In this industry we see that mixed conversion goals perform best. In short, it may be good to A/B test a combo of click-through, links, and click-to-call CTAs on medical pages.
  • Below, we’ve broken the industry down into 4 subcategories related to healthcare and wellness.

  Medical Practitioners


A note on COVID-19.
These aren’t normal times for vulnerable industries like medical practitioners and dentists. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.

  Medical Practitioners

Landing pages for medical services convert below the overall
industry baseline.

  Medical Practitioners

When copywriting for medicine, challenging language doesn't impact conversions negatively.

What’s this mean? When it comes to reading ease, medical landing pages have a sweet spot (at college-level difficulty) beyond which conversion rates begin to decline only very slightly. This is probably due to the fact we want our doctors to know their stuff. See our methodology for more details

  Medical Practitioners

Medical pages by the numbers

 62.4%

More Negativity than Overall Baseline

Landing pages for medicine generally tend to use more negative language than other industries in this report. But pages for alternative treatments were even more negative (80.6%) than the medical baseline. (We don’t see compelling evidence that this correlates to higher conversion rates in either case.)

 28.9%

More Words than Overall Baseline

Generally speaking, pages for medical practitioners tend to be longer. For pages of more than 200 words, this doesn’t appear to have a strong relationship with higher (or lower) conversion rates. Our advice? In this industry, go ahead and use the amount of words you need to make your point and persuade.

 61.8%

More Surprises on Dental Pages

The last place you want to be surprised is at the dentist. But our machine learning found that pages for the dental industry use surprise-related language (like accident, gawk, and pop) way more often than other medical practitioners. There’s no evidence this improves conversions—but it explains a lot about dentists.

  Medical Practitioners

Try AI-powered landing page optimization.

Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.

Learn more about how Smart Traffic boosts your performance.

  Real Estate

Leads are the lifeblood of real estate, and competition among agents, brokerages, and developers can be fierce—and not the good kind of fierce, either. When paired with a smartly executed PPC or social campaign, landing pages help you forge connections by showcasing properties, promoting your services, and helping neighbors get to know you.

  • Real estate landing pages have an overall median conversion rate of 2.2%, but the top performers do almost 10x better—they convert at 20.2% (based on the top 25th percentile).
  • Our machine learning analysis included 891,959 conversions across 2,877 landing pages.
  • Below, we’ve broken them down into 4 subcategories to provide a more accurate benchmark.

  Real Estate

Commercial properties do better, but most real estate landing pages convert around 2.2%.

What’s this mean? Though conversion rates for real estate are lower than the overall industry baseline, real estate leads are also super valuable to agents and teams since they can lead to a sale. So if you’re converting around 2.2%, you’re probably doing fine—and if you’re higher, you’re killin it. How’d we get these numbers? See our methodology.

  Real Estate

Good feelings don’t necessarily create real estate leads.

“Home is where the heart is.” Blegh. People may have strong positive associations with the idea of home, but that doesn’t extend to the copy on your real estate landing pages. Our machine learning analysis discovered that words associated with joy and positivity both sometimes correlate with weaker conversion rates. (So it may be worth toning down positive sentiment in your copy.)

  Real Estate

What about trust?

  Real Estate

What about trust?

We often hear that an agent’s face is their brand. But pages that use a lot of trust words (like assist, mediate, protected, or tactics) also may convert at a lower rate. Instead, you might do better to establish trust by using testimonials and reviews to build relationships rather than just trying to assert your trustworthiness in your copy. 

 

When it comes to using testimonials on your landing pages, we recommend keeping it real. Show off feedback from your clients that’s both specific and authentic—and use photos or video, so that your visitors feel a stronger connection to the people you’ve helped. You can even use A/B testing or Smart Traffic to see how different testimonials (and different placements on your landing pages) perform. 

  Real Estate

Real estate by the numbers

 5.8%

Harder to Read than Overall Baseline

Surprisingly, real estate landing pages tend to be more challenging to read than the overall industry baseline. We’d advise using simple vocabulary and sentence structure, though, since easier reading levels correlate with higher conversion rates in real estate.

 17.9%

Lower Conversion Rates via Forms

Forms are crucial for generating leads, so real estate marketers tend to use them often (73.8% of the time, as a matter of fact). But consider A/B testing variants with different numbers of form fields to squeeze a few more conversions from your landing pages.

 11.1%

Wordier on Investment Property Pages

Landing pages for investment properties tend to use more words than other real estate pages, but we’d encourage you to keep it as short as possible. Real estate is one industry that sees a correlation between the shortness of the copy and conversion rates.

  Real Estate

Book property showings, show off your featured listings, and connect with more buyers.

Capture more leads with a dedicated landing page. We’ve created 100+ Unbounce-certified templates to help you close more deals than ever before.

Browse real estate templates and build your next page quickly with Unbounce.

  Travel

People’s journeys don’t begin at the airport. Whether they’re heading to Bali, Barcelona, or Boise, they start online. (And most often with a click.) When paired with a paid campaign, landing pages let you promote travel packages, score bookings, and deliver memorable advice that’ll keep you in mind when they plan their next vacation.

  • The median conversion rate for travel pages is 3.4%, but top-performing pages will convert at 25.1% (based on the top 25th percentile).
  • Landing pages for travel comprise 5% of the pages we analyzed. The insights about the industry are based on 1,882,210 conversions across 3,081 pages.
  • Below, we show the performance for different types of CTAs. Simple click-throughs convert best at 9.6% but constitute only 18% of the travel pages we analyzed.

  Travel


A note on COVID-19.
These aren’t normal times for vulnerable industries like travel. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.

  Travel

On travel landing pages, click-through CTAs convert at 9.6%.

What’s this mean? Click-through pages tend to be the most effective way to win conversions in travel. But since forms are often necessary, take a cue and use a clear CTA like “book now” or “learn more” (and A/B test variants with different numbers of form fields). You can also try using a click-through page to do the selling, then lead your converted visitors on a different page. How’d we get these numbers? See our methodology for more.

  Travel

Adventurous travelers may
prefer easier reading.

How much does the type of travel matter to the copy that you write? Big time. Our machine learning found notable differences between how reading ease correlates with conversions for different subcategories of travel. Take a look at the graph below, which compares landing pages for adventure travel to those that primarily advertise trips within the United States.

 

For adventure travel, we recommend making sure your vocabulary and sentences connect with audiences at a grade 8-9 reading level. (See our methodology for a table that converts reading ease scores to grade level.) Keep it easy, in other words. Our data shows that pages above this reading level tend to see a decline in terms of conversions. This pattern is less pronounced for more general travel pages.

Landing pages for adventure travel differ in other ways as well. They tend to be longer (47%) than the travel baseline, they’re more emotional, and they generally convert better too. If your offer straddles the line between routine and adventuresome—as in, you get bookings from business execs and people who love whitewater rafting—you might want to test a variant that targets the daredevils directly with easy reading and more words.

  Travel

Travel by the numbers

 52%

More Surprising on Adventure Travel Pages

Landing pages in the adventure travel category tend to go big or go home, with 52% more surprise-related words and 49% more fear-related words than the travel industry baseline. (Our analysis didn’t find a correlation with conversions though.)

 8%

Easier to Read with Click-Through CTAs

When the goal is a click-through, travel copywriters tend to tone down the difficulty of their language. Since click-throughs also convert more often, improved readability is a tendency we think you should apply to all your travel pages. Target a middle-school reading level.

 15%

Fewer Words than Overall Baseline

Landing pages in the travel industry tend to be more concise than the overall baseline. (Maybe you let your photography do the talking?) Based on our machine learning analysis, we recommend keeping pages in this industry shorter than 300 words.

  Travel

Try AI-powered landing page optimization.

Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.

Learn more about how Smart Traffic
boosts your performance.

  Methodology

How We Created This Report

The insights found in the 2020 Conversion Benchmark Report are the result of a months-long analysis conducted via our proprietary machine learning model and some very smart humans. Here, we’ll answer key questions that’ll help you interpret and apply the results.

If you’re looking for the scientific process behind our analysis, a complete methodology for the report can be found here.

  Methodology

Benchmarks

How’d we get these numbers?

The conversion data analyzed in this year’s report comes from October 28, 2018 to October 28th, 2019. Our benchmarks were derived from 34 thousand Unbounce customer landing pages, including 186 million visits that culminated in 19 million conversions. (That’s a lot of conversions, folks!)

This year, we looked at six more industries than in our previous 2017 report. We had our machine learning model sort the pages available into topics (like industrial tools or medical law)—based on the content of these landing pages. We then manually refined this output to match 16 industries from the Global Industry Classification Standard and the North American Industry Classification System. Finally, we took the following steps to keep our data clean:

  Methodology

  • We didn’t include analysis of any industries or subcategories with fewer than 400 pages.
  • We’ve excluded pages with fewer than 500 visitors or no conversions.
  • We excluded subcategories that we felt might skew the results, like landing pages for political campaigns, religious topics, sweepstakes, or terms and conditions.

  Methodology

Throughout, we report the median conversion rates per industry, rather than the mean (average). As a measure of central tendency, the median is less impacted by outliers (landing pages that are converting super well or super poorly) than the average. We believe this provides a more useful picture of how you stack up compared to other marketers in your industry.

It can also be inspiring to see how the best pages convert. To provide this insight, we also include conversion data on the top 25th percentile of each industry. This means, in each industry section, you also see the median conversion rate when we just analyze the top 25% of landing pages. (And, typically, they convert around 10x better than the rest!)

 

What do I do with these benchmarks?

First, make sure you know your own typical campaign conversion rates. Then, we recommend starting with the overall industry benchmarks before digging into the section covering your industry. Whenever sample sizes allowed, we’ve also included conversion rates for subcategories and different types of calls to action—as well as insights based on how conversions relate to word count, reading ease, and sentiments. A few questions you might want to ask:

  Methodology

  • How are my landing pages converting compared to others inside my industry?
  • Do my pages hit the suggested targets for word count or reading ease? For instance, are they too long or too difficult to read?
  • Are other related industries (or subcategories) performing better than my own?
  • Is it possible my copy relies on emotional language that might sometimes hurt my conversion rates? Are there other sentiments I could try to express instead?

  Methodology

Once you know how you (or your clients) compare to most pages in your industry and where you could be doing better, you can create variants that apply some of the learnings from our machine learning analysis (see below for more) and then use A/B testing or Smart Traffic to validate them.

 

A note on COVID-19

The conversion data analyzed in this year’s report predates the spread of COVID-19 and its economic impacts. We realize that some of the industries featured—like travel, catering and restaurants, medical practitioners, and events and leisure—may be seeing very different conversion rates right now.

That said, these benchmarks represent what you can normally expect in stable periods, and they also reveal insights about visitor behavior in various industries that apply in most situations. You may be able to use the report’s findings to help you prepare for how to set your business up for more success online—or to inspire your rebound as the economy recovers. However, if you’re continuing to face great uncertainty in your business, this Small Business Care Package may be more immediately relevant for you.

  Methodology

Reading Ease and Word Count

How’d we get these numbers?

Word count is based on the sum of all meaningful text our machine learning model found on a particular landing page, including headings, calls to action, supporting copy, testimonials, and fine print. It doesn’t include text featured in images or video, and only analyzes English pages.

To find out how easy or difficult these landing pages were to read, we assigned each page a Flesch reading ease score (FRES) based on the number of words per sentence and the number of syllables per word. The higher the score, the easier it is to read.

Flesch scores can also be translated to grade levels. Grade levels aren’t consistent across school districts, countries, or time periods, however—so we preferred raw Flesch scores in our reporting and visuals. That said, you can use this table as a rough guide to figure out how easy you need your landing page copy to be for your best conversion rates possible:

  Methodology

What do I do with reading ease insights?

There are dozens of free tools online you can use to find the FRES of your own writing, and tools like Grammarly and Yoast can also provide you with readability scores as you compose. Take a look at the reading ease data for your industry (or one like it) and write your landing page copy to match the reading level of the best converting pages. Then run an A/B test or Smart Traffic with the resulting variant.

In general, we found that easier-to-read landing pages had higher conversion rates than more difficult pages, but exactly how easy can differ quite a bit by industry. There are also exceptions to this rule, which we’ve highlighted throughout this report.

  Methodology

Sentiment Analysis

How’d we get these numbers?

Our sentiment analysis is based on the NRC’s Emotion Lexicon (aka EmoLex), a list of English words associated with eight basic emotions (anger, fear, anticipation, trust, surprise, sadness, joy, and disgust) and two sentiments (negative and positive). We used machine learning to detect the concentration of these sentiment-associated words on each landing page as a way of determining overall emotions related to the copy that appeared.

What do I do with sentiment information?

Words from the EmoLex are used to detect emotion, but shouldn’t necessarily be your guide to expressing them. Instead, aim to convey sentiments in as natural a way possible. (Hiring a talented copywriter helps.) Though you can use the words in the lexicon as a starting point, stuffing them on your landing pages misses the mark and isn’t our intent by providing them.

In general, our analysis didn’t show as strong a relationship between emotions and conversion rates as it does with reading ease or word count, so we’d recommend making sentiment in your copy a priority only after you’re satisfied you’re doing well with the other factors.

This doesn’t mean, however, that sentiments aren’t important to your conversion potential. Use the insights in the relevant industry section to figure out which ones might have a positive or negative impact. As always, A/B test or use Smart Traffic to see how using different emotions resonate with your prospective customers.

  Methodology

Survey Responses

How’d we get these numbers?

The Conversion Benchmark survey was fielded between December 2019 and February 2020. The adequate sample size of 396 (at 95% confidence) was calculated using Cochran’s theorem. We gathered 442 responses using a combination of email campaigns, social media channels, and paid advertising. We then screened for respondents in marketer roles.

The survey asked 12 questions about their digital marketing plans for 2020. We’ll be revealing other findings from our CBR2020 survey in a future piece of content.

  Methodology

What To Do Next...

We created the Conversion Benchmark Report to help you kick your conversion rates up a notch, but that means putting these insights into play. Here’s how we recommend you do it:

 

Compare your
landing pages to
the benchmarks.

Explore which landing pages are performing best in your industry and see where you stack up against them. Are you converting where you need to be? Even better? What are the most successful pages doing that you can learn from?

 

Turn your
learnings into
a new approach.

Build one or more variants that apply what you’ve learned from this report to your existing campaigns and offers. Add or remove copy, dial down the difficulty, or add a little emotion to see what happens.

 

Use machine
learning to reach
your conversion
potential.

Impressed with the machine learning used throughout this report? There's even more where that came from. After building your variants, turn on Smart Traffic to automatically optimize your landing pages throughout the life of your campaigns. Learn More.

  Methodology

Credits

Authors

Colin Loughran, Cecilia Martinez, Nicole Wright

Fueled by data and insight from

Philip Jama, Jon Lehrer, Tommy Levi

With contributions from

Jennifer Pepper, Rachel Scott, James Thomson, Alana Thorburn-Watt

And support from

Luke Bailey, Anca Bujor, Jennifer Chin, Sarah Gooding, Ashley Luk, Simon Mathonnet, Leslie Ty, and Bradley Wou

  Methodology

Try AI-powered landing page optimization.

Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.

Learn more about how Smart Traffic
boosts your performance.