Last updated: October 13, 2026. Every number on this page links to the study that produced it: the report, survey or case study itself, never a roundup quoting it. Each line names the publisher, the year and the sample. If we couldn't open the original and find the number on the page, we left it out. The ones we dropped are listed at the end with the reason.
Each statistic has its own anchor. Click the # next to a source to copy a link to that one line.
Conversion rate benchmarks
Roundups disagree on the "average" because they mix different things: landing pages, whole stores and SEO leads. Read the sample line before you compare two numbers.
The median landing page converted 6.6% of visitors across all industries.
Unbounce, Conversion Benchmark Report, 2024 · 41K+ landing pages, 464M+ visitors, 57M+ conversions#
Median conversion rates by industry ranged from 3.8% to 12.3%.
Unbounce, Conversion Benchmark Report, 2024 · same dataset, 9 industries#
SaaS landing pages had a median conversion rate of 3.8%, the lowest of the nine industries and 42% below the all-industry median.
Unbounce, SaaS conversion rate benchmark, 2024 · SaaS pages from the same dataset; segment size not stated#
The median Shopify store converted 1.4% of sessions into orders. This measures a whole store, not one landing page.
Littledata, Shopify conversion rate benchmark, 2026 · 426 Shopify stores, 6 Jul to 3 Oct 2026, store-wide purchases#
Organic search landing pages mostly converted between 1% and 3.5% by industry, with legal services at 3.4% and HVAC at 3.1%.
First Page Sage, Landing page conversion rates by industry, 2025 · 80+ client SEO campaigns, 2021 to 2025, conversion = lead action#
The average documented online cart abandonment rate is 70.22%.
Baymard Institute, Cart abandonment rate statistics, 2025 · average of 50 studies#
Headlines, copy and readability
Landing pages written at a 5th to 7th grade reading level converted at 11.1%, 56% higher than pages written at an 8th or 9th grade level.
Unbounce, Conversion Benchmark Report, 2024 · 41K+ landing pages#
Pages written at a professional reading level converted at 5.3%, less than half the rate of the simplest pages.
Unbounce, Conversion Benchmark Report, 2024 · 41K+ landing pages#
The share of difficult words on a page had a −24.3% correlation with conversion rate, up 62% from the 2020 figure of −15%.
Unbounce, Conversion Benchmark Report, 2024 · 41K+ landing pages; correlation, not an A/B test#
Word count had a −18.6% correlation with conversion rate, and reading time a −19.4% correlation.
Unbounce, Conversion Benchmark Report, 2024 · 41K+ landing pages; correlation, not an A/B test#
Users had time to read at most 28% of the words on an average page visit; 20% is the more likely figure. The data is from 2005.
Nielsen Norman Group, How little do users read?, 2008 · 25 users, 59,573 page views (data from 2005)#
Attention and first impressions
Visual complexity and prototypicality changed how people rated a website's design within the first 50 milliseconds of seeing it. The study measured aesthetic ratings, not conversions.
Tuch et al. (University of Basel and Google), International Journal of Human-Computer Studies, 2012 · 119 real website screenshots shown at 17 to 1,000 ms#
57% of viewing time went to content above the fold, and 74% to the first two screenfuls.
Nielsen Norman Group, Scrolling and attention, 2018 · 120 participants, 130,000+ eye fixations#
Users often left a page within 10 to 20 seconds. Pages that held people past about 30 seconds kept them much longer, so NN/g advises stating the value proposition within 10 seconds.
Nielsen Norman Group, How long do users stay on web pages?, 2011 · 205,873 pages, 2B+ dwell times (Microsoft Research data)#
Social proof and trust
A product with five reviews was 270% more likely to be purchased than one with no reviews. The lift was about 190% for lower-priced products and about 380% for higher-priced ones.
Spiegel Research Center, Northwestern University, How online reviews influence sales, 2017 · sample not stated on the page#
Purchase likelihood peaked at average ratings between 4.0 and 4.7 stars and fell as ratings approached a perfect 5.0.
Spiegel Research Center, Northwestern University, 2017 · sample not stated on the page#
97% of consumers read online reviews when choosing a local business.
BrightLocal, Local Consumer Review Survey, 2026 · 1,002 US adults, representative panel#
31% of consumers will only use a business rated 4.5 stars or higher, up from 17% in the 2025 survey.
BrightLocal, Local Consumer Review Survey, 2026 · 1,002 US adults#
74% of consumers look for reviews written in the last three months.
BrightLocal, Local Consumer Review Survey, 2026 · 1,002 US adults#
45% of consumers won't buy a product if it has no reviews.
PowerReviews, The ever-growing power of reviews, 2023 · 8,153 US consumers#
Forms, checkout and CTAs
40% of shoppers who abandoned a checkout did so because extra costs (shipping, tax, fees) were too high.
Baymard Institute, Cart abandonment rate statistics, 2025 · US online shoppers, excluding those 'just browsing'#
19% abandoned because they didn't trust the site with their credit card details.
Baymard Institute, Cart abandonment rate statistics, 2025 · US online shoppers, excluding those 'just browsing'#
17% abandoned because the checkout was too long or complicated, and 18% because the site wanted them to create an account.
Baymard Institute, Cart abandonment rate statistics, 2025 · US online shoppers, excluding those 'just browsing'#
The average US checkout shows 23.48 form elements by default. Baymard says an ideal checkout needs 12 to 14.
Baymard Institute, Cart abandonment rate statistics, 2025 · Baymard checkout benchmark, US sites#
Across 40,000+ customer landing pages, HubSpot found conversion fell as form fields were added, but less steeply than expected. Single-line text fields barely mattered; multiple textarea fields hurt the most.
HubSpot, Which types of form fields lower landing page conversions, updated 2025 · 40,000+ HubSpot customer landing pages#
Page speed and mobile
Most speed evidence comes from retail sites. Portent's study is the only one here with lead-gen pages in it.
A 0.1-second improvement in mobile site speed raised conversion rates 8.4% for retail sites and 10.1% for travel sites.
Deloitte Digital and Google, Milliseconds make millions, 2020 · 37 European and US brand sites, 30M+ sessions#
A B2B site that loaded in 1 second converted 3 times higher than one that loaded in 5 seconds. For ecommerce sites the gap was 2.5 times.
Portent, Site speed is (still) impacting your conversion rate, 2022 · 100M+ page views across 20 sites (14 B2B lead gen, 6 ecommerce)#
Vodafone improved Largest Contentful Paint by 31% and got 8% more sales.
web.dev, Vodafone case study, 2021 · A/B test on a Vodafone landing page#
Rakuten 24's Core Web Vitals work raised conversion rate 33.13% and revenue per visitor 53.37% in an A/B test.
web.dev, Rakuten 24 case study, 2022 · A/B test#
Farfetch's conversion rate dropped about 1.3% for every extra 100 ms of Largest Contentful Paint.
web.dev, Farfetch case study, 2022 · Farfetch analytics data; correlation#
53% of mobile visits are likely to be abandoned if a page takes longer than three seconds to load. Google's original 2016 report is no longer online; this is Google's own restatement of it.
Google, AdSense Help (citing Google research), 2016 data · sample not stated on the page#
48% of mobile websites and 56% of desktop websites had good Core Web Vitals.
HTTP Archive, Web Almanac, Performance chapter, 2025 · Chrome UX Report field data, July 2025#
AI search and traffic
These studies use different methods: a browsing panel, Search Console data, one agency's clients, a keyword database. None of them measures landing page conversion. They tell you how much search traffic still reaches your page.
Users who saw an AI summary clicked a traditional result in 8% of visits, against 15% when no summary appeared. They clicked a link inside the summary in 1% of visits.
Pew Research Center, Google users are less likely to click on links when an AI summary appears, 2025 · 900 US adults, 68,879 Google searches, March 2025#
Users ended their browsing session on 26% of result pages with an AI summary, against 16% of pages with only traditional results.
Pew Research Center, 2025 · 900 US adults, 68,879 Google searches#
When an AI Overview appeared, the top-ranking page's average click-through rate was 34.5% lower than on similar informational keywords without one.
Ahrefs, AI Overviews reduce clicks by 34.5%, 2025 · 300,000 keywords, Google Search Console desktop data; correlation#
On queries with an AI Overview, organic click-through rate was 0.52% for brands not cited in the Overview and 0.70% for cited brands. Queries without an Overview averaged 1.45%.
Seer Interactive, AIO impact on Google CTR: September 2025 update, 2025 · 3,119 informational queries, 42 client organizations, 25.1M impressions#
AI Overviews appeared on 15.69% of queries in November 2025, down from a peak of 24.61% in July 2025 and up from 6.49% in January.
Semrush, AI Overviews study, 2025 · 10M+ keywords#
Traffic from generative AI tools to US retail sites grew 693.4% year over year during the 2025 holiday season. Adobe notes the base is still small.
Adobe Analytics, holiday shopping season report, 2026 · 1T+ visits to US retail sites, 1 Nov to 31 Dec 2025#
PageLint data: 23 SaaS homepages
We publish full teardowns of well-known SaaS homepages in the audit gallery. Below are the aggregates across all 23 published teardowns.
Method. n = 23 homepages (Asana, Slack, Stripe, Notion, Linear, Figma and 17 others), audited July 14 to 17, 2026 with the same PageLint audit you can run for free. Each page got 16 checks: 8 for Clarity, 8 for Trust (how the checks work). We count a check as flagged when the audit rated it high, medium or low severity. Checks the audit could not evaluate are left out of that check's count. The score is PageLint's rubric, not a conversion rate. We picked the brands; this is not a random sample.
| Check | Pages flagged | High severity |
|---|---|---|
| Hero 5-second test: what and who unclear (CL-3) | 23 / 23 | 3 |
| Jargon in the hero (CL-5) | 23 / 23 | 4 |
| Hero pushes more than one message (CL-6) | 23 / 23 | 5 |
| No objection handling near the CTA (TR-6) | 20 / 23 | 15 |
| No real human faces (TR-8) | 18 / 18 | 0 |
| Testimonials don't match the target buyer (TR-2) | 13 / 18 | 3 |
| Authority claims can't be verified (TR-4) | 10 / 23 | 0 |
| Vague headline (CL-4) | 5 / 23 | 0 |
| More than one dominant H1 (CL-1) | 4 / 23 | 0 |
The average PageLint score was 77.3 out of 100 (median 77). Scores ranged from 66 (Asana, Webflow) to 92 (Mailchimp).
PageLint teardown gallery, 2026 · n = 23 SaaS homepages#
20 of 23 homepages said nothing near their main CTA to answer the buyer's objections: no "no credit card required", no "cancel anytime", no guarantee. This one check produced 15 of the 31 high-severity findings across all 23 audits.
PageLint teardown gallery, 2026 · n = 23 SaaS homepages#
15 of 23 homepages (65%) had at least one high-severity issue. The average page had 6.3 flagged checks out of 16.
PageLint teardown gallery, 2026 · n = 23 SaaS homepages#
5 of 23 homepages (22%) had a headline the audit rated vague. All 23 got a 5-second-test flag (13 of them at low severity): the hero as a whole left either the product or the buyer unclear.
PageLint teardown gallery, 2026 · n = 23 SaaS homepages#
The median homepage had 1,680 words (range 407 to 4,218) and an 8-word H1.
PageLint teardown gallery, 2026 · n = 23 SaaS homepages#
All 23 pages passed five checks: a clean heading hierarchy, an H1 that doesn't lead with a negation, average sentence length under 22 words, familiar trust badges, and transparent pricing. So big SaaS teams write tidy sentences, yet their heroes often name an abstract category (Asana's "The OS for human-agent teams") where a first-time visitor needs a concrete one, and almost none of them answer objections at the button.
Myths we couldn't verify
These numbers show up in most landing page statistics roundups. We left them out of the list above.
- "The average landing page converts at 3.8%." 3.8% is Unbounce's SaaS median and the low end of its industry range. It is not an all-industry average. Some roundups attribute it to First Page Sage; their page has no 3.8% figure.
- "6.6% vs 3.8%: the benchmarks contradict each other." They don't. Both come from the same Unbounce dataset: 6.6% is the median across all industries, 3.8% is SaaS alone.
- "Personalized CTAs convert 202% better." HubSpot's original post exists and cites 330,000+ CTAs over six months. It gives no study date, no definition of "personalized", and it measured HubSpot's own CTA tool. Too thin to cite as a benchmark.
- "A 1-second delay costs 7% of conversions." Usually credited to Aberdeen Group, 2008. We couldn't find the original report. The 7% now also circulates as a misquote of an Akamai 2017 finding about 100 ms, whose primary text we couldn't open either.
- "Bounce probability rises 32% as load time goes from 1 to 3 seconds." The Think with Google page it came from now redirects, and the new page doesn't contain the number.
- "Video on a landing page lifts conversions 86%." We found no original study.
- Wyzowl video marketing figures (e.g. "85% say video generated leads"). The publisher's site blocked our requests, so we couldn't confirm the current numbers on the source page.
- "Cutting form fields from 11 to 4 raised conversions 120%" and "each extra form field cuts conversion 4.1%". No original source found. HubSpot's own data on 40,000+ pages shows a much gentler decline.
- "Testimonials increase conversions 34%" and "the word 'Submit' lowers conversion 3%". No original source found.
- "Humans have an 8-second attention span, less than a goldfish." We couldn't trace it to any measurement.
- "80% of viewing time is above the fold." That figure is from NN/g's 2010 study. Their 2018 study found 57%.
- "Stanford: 46.1% judge credibility by design." We found it only in press coverage of the 2002 study, with conflicting sample sizes.
- Unbounce's ecommerce median. The same Unbounce page gives both 4.2% and 5.2%, so we cited neither.
- Google Ads average conversion rate (7.52% / 8.18%). The WordStream and LocaliQ report pages blocked our requests, so we couldn't confirm the figures on the source.
- "Gartner: search volume will drop 25% by 2026." It was a 2024 prediction, not a measurement, and the press release page blocked our requests.
- "AI traffic to retail sites up 4,700%." We couldn't find it in Adobe's releases. The figure we could confirm, for the 2025 holiday season, is 693.4%.
- "Seer: organic CTR down 61%." This number appears in secondary coverage. Seer's own page reports different figures, which we used above.
- Older cart abandonment figures (69.99%, 70.19%). These are earlier versions of Baymard's page. The current figure is 70.22%.
How we checked
For each statistic we opened the publisher's own page (the report, survey write-up or case study) and found the number in the text. We noted the year the source published it and the sample as the source describes it. When a source gave no sample, we say so. Correlations are marked as correlations. Old studies keep their original year, so you can judge them yourself.
Spotted a number that has moved, or a primary source we missed? Email [email protected] and we'll update the page.