Website conversion rates vary sharply by industry, traffic source, device, and definition. The median conversion rate across landing-page industries was 6.6% in Unbounce’s 2024 benchmark, while Shopify’s reported average ecommerce website range was 2.5% to 3%. Those figures are useful starting points, but they do not describe the same population or action.
Contents
- Overall website and landing-page benchmarks
- Conversion rates by industry
- Traffic source and device differences
- Ecommerce benchmarks
- Checkout friction and abandonment
- Definitions, speed, and measured outcomes
Overall website and landing-page benchmarks
Unbounce’s Average conversion rate by industry benchmark report measured a 6.6% median conversion rate across all landing-page industries in its 2024 Conversion Benchmark Report data. The nine industries in that benchmark had median landing-page conversion rates from 3.8% to 12.3%. Because these are medians, the result describes the middle landing-page performance rather than an average pulled upward or downward by unusually large sites.
The same benchmark placed the median ecommerce landing-page conversion rate at 4.2% and the median SaaS landing-page rate at 3.8%. Unbounce’s What’s a good conversion rate? report also provides more detailed category comparisons. These landing-page figures should not be treated as universal website purchase rates: the tracked conversion action may be a form submission, signup, lead, or another page-level goal.
Shopify’s Website Conversion: What It Is and How to Improve It reports an average ecommerce website conversion-rate range of 2.5% to 3%. Shopify defines visit-based website conversion rate as total conversions divided by total visits, multiplied by 100. That denominator differs from a landing-page benchmark, so a 4.2% ecommerce landing-page median and a 2.5% to 3% ecommerce website range are not direct like-for-like comparisons.
Conversion rates by industry
Unbounce’s 2024 landing-page data shows how strongly the offer and visitor intent influence the benchmark. Professional and commercial services had a 6.1% median conversion rate, while financial-services landing pages had an 8.3% median. Within financial services, insurance pages reached an 18.2% median, compared with 3.9% for investing pages. The top-performing financial-services landing pages converted at 26.1% or higher.
Travel and hospitality landing pages had a 4.8% median conversion rate. Accommodation pages had a 3.7% median, while transportation and travel-services pages had a 14.8% median. The top 25% of travel and hospitality landing pages converted at 15.6% or higher. Those results show why a single “good” travel conversion rate can mislead when accommodation and transportation pages are grouped together.
Legal landing pages had a 6.3% median conversion rate, and immigration-law pages had a 5.6% median. Education landing pages had an 8.4% median. Online-course pages were at 18.3%, compared with 13% for general course pages. Higher-education pages had a 6.3% median, while primary-education and tutoring pages had 4.9%.
Entertainment recorded a 12.3% median landing-page conversion rate. Entertainment sweepstakes pages were a major outlier at 47.5%, with top performers reaching 79.8%. Publishing pages had a 9.8% median, games-and-gambling pages had 8.1%, and streaming-media pages had 6.8%.
| Landing-page segment | Median conversion rate | Measurement period |
|---|---|---|
| All landing-page industries | 6.6% | 2024 benchmark data |
| Ecommerce | 4.2% | 2024 benchmark data |
| SaaS | 3.8% | 2024 benchmark data |
| Financial services | 8.3% | 2024 benchmark data |
| Education | 8.4% | 2024 benchmark data |
| Entertainment | 12.3% | 2024 benchmark data |
Source: Unbounce’s 2024 Conversion Benchmark Report and landing-page industry analysis. The figures are medians, not a single cross-industry average.
Traffic source and device differences
Traffic source can produce larger differences than small design changes. In Unbounce’s 2024 landing-page benchmark, email traffic converted at 19.3% on average. Paid social converted at 12%, compared with 10.9% for paid search. Unbounce reported that email visitors converted 60% more than paid-social visitors, 77% more than paid-search visitors, and 370% more than display-ad visitors in that benchmark.
Within paid search, Google ads converted at an average rate of 11.3%. Google paid-search ads converted 41% better than Bing search ads and 95% better than Yahoo search ads. These comparisons describe the benchmark’s observed averages and do not establish that one channel will outperform another for every site.
Industry context remains important. Professional-services email traffic converted at almost 14%, compared with 4.4% for paid social. Education email traffic converted at 14.1%, versus 7.3% for paid search. A channel benchmark is therefore most useful when compared with the same industry, offer, landing-page goal, and visitor intent.
Device performance also varied. Legal landing pages converted at 21% on mobile and 15.9% on desktop. Financial-services mobile traffic converted 27.8% better than desktop traffic. Travel-and-hospitality desktop traffic converted 10.4% better than mobile traffic. The direction is not universal: mobile can lead in one category and trail in another.
Ecommerce benchmarks
Littledata’s Average Ecommerce Conversion Rate reported a 1.4% average conversion rate across the Shopify stores it benchmarked in its 2023 benchmark. More than 3.2% placed a Shopify store in Littledata’s best 20%, while more than 4.7% placed it in the best 10%. Shopify mobile visitors converted at 1.2% on average, compared with 1.9% for desktop visitors.
Category results were different. Food-and-beverage Shopify stores averaged 1.5%; stores above 4.1% ranked in the best 20%, and those above 6.2% ranked in the best 10%. Fashion stores averaged 1.9%, with 4.3% marking the best 20% and 6.1% the top 10%. Littledata also reported 0.2% average conversion rates for travel websites and finance websites; the best 20% reached 2% for travel and 2.2% for finance.
Shopify’s current benchmark summary, reported for the past 12 months in 2026, gives a different ecommerce view. It reports a 2.72% global ecommerce conversion rate and 2.66% for the Americas. Category figures were 5.39% for beauty and personal care, 4.8% for food and beverage, 4.71% for pet care and veterinary services, and 3.01% for multi-brand retail. It also reports 2.77% for fashion, accessories, and apparel; 2.47% for consumer goods; 1.22% for home and furniture; and 0.72% for luxury and jewelry.
These figures should remain labeled by source and period. Littledata’s 2023 Shopify-store benchmark, Shopify’s past-12-month summary reported in 2026, and landing-page benchmarks do not share the same sample, denominator, or conversion event.
Checkout friction and abandonment
Baymard’s E-Commerce Cart & Checkout Usability Research tracks a global average cart-abandonment rate of 70.19%. Its checkout UX percentages describe benchmarked US and European ecommerce sites, so they should not be merged with the global abandonment figure as if they measured the same population.
On Baymard’s current benchmark page, 65% of benchmarked ecommerce sites had mediocre-or-worse checkout UX, 35% had decent-or-better UX, and 2% were rated good. Baymard estimated that better checkout UX could produce a 35% increase in conversion rate for the average large ecommerce site.
Baymard’s Checkout UX Best Practices 2025 benchmark found mediocre-or-worse UX on 64% of desktop checkouts, with only 2% rated good. Fifteen percent of desktop checkouts were rated poor or very poor. On mobile, 63% had mediocre-or-worse UX and 2% were rated good. Among mobile apps, 46% had mediocre-or-worse checkout UX and 7% were rated good. Baymard also reported that 62% of sites did not make guest checkout the most prominent option.
Definitions, speed, and measured outcomes
Conversion-rate statistics are only comparable when the denominator and event match. Shopify’s Conversion Rate Optimization guide defines session-based ecommerce conversion as completed-checkout sessions divided by total sessions, multiplied by 100. Its example produces a 5% rate from 50 sales across 1,000 visitors. A visit-based rate, a session-based checkout rate, a landing-page lead rate, and a cart-completion rate answer different questions.
Shopify’s case studies also report measured outcomes tied to specific implementations. One case study reported a 349% conversion-rate increase and a 48% sales increase after migration to Shopify Plus. A Shopify B2B case study reported a 27% increase in organic conversion after moving to Shopify. Another Shopify Plus case study reported checkout completion rising from 58% to 68%.
Speed is another measured factor, but the date matters. Shopify reported that a one-second ecommerce load time produced a conversion rate 2.5 times higher than a five-second load time in a 2022 study, reported in 2024. These results are not a universal forecast for every site; they are an outcome associated with the cited study and its measurement conditions.
For benchmarking, record the conversion event, denominator, industry, traffic source, device, geography, and measurement period alongside the percentage. Keep Unbounce’s primarily median-based landing-page results separate from Littledata’s and Shopify’s average or category benchmarks, and keep Baymard’s global cart-abandonment benchmark separate from its US and European checkout-UX populations.