CONVERSION BENCHMARK 
REPORT

Find out how your digital marketing results stack up against the competition

For the first time ever, a group of data scientists and conversion optimization experts used AI technology to analyze the actions of 74,551,421 visitors on 64,284 lead gen landing pages created in the Unbounce platform. 

Their goal: to answer a question that has eluded digital marketers for decades: “what’s a good conversion rate and “how can I get there?”

 The study uncovered fascinating and unexpected insights into what good performance looks like and what words inspire action across 10 major industries, including Travel, Healthcare, Real Estate, Law and Technology.

Now they’re sharing what they learned, and what it means for your business.

GET THE FREE REPORT DELIVERED TO YOUR INBOX

Your last landing page campaign hit a 15% conversion rate. That’s swell. Or is it? It’s hard to measure success when you don’t know how you fare against other businesses in your industry.

The Unbounce Conversion Benchmark Report reveals the average conversion rates for 10 major industries so you can finally make meaningful comparisons between your results and those of your competitors. Then start outsmarting your competition by optimizing your weaker pages and promoting your conversion superstars.

LEARN WHAT A GOOD CONVERSION RATE IS FOR YOUR LANDING PAGE

You’ve optimized your landing page with every conversion optimization best practice in the book, but you’re still not getting enough qualified leads.

Getting more conversions starts with knowing what copy drives your visitors to take action and using that information to optimize your landing pages.

The report uncovers new and exclusive insights into the impact that language has on landing page conversion rates across different industries. Learn how cutting down your word count, avoiding words that evoke strong emotions and tailoring your page’s reading level could help you hit your visitors’ sweet spot.

Learn which copy tweaks can help you drive more conversions

DOWNLOAD THE REPORT FOR FREE

The Conversion Benchmark Report was created by a team of data scientists and conversion marketing experts at Unbounce, using a rigorous scientific methodology and machine learning technology. They put their heads together to bring you actionable insights into landing page conversion rates and optimization.

Happy words could be crushing your conversion rates

Some industries show better conversion rates with words associated with feelings of joy. However, some pages can convert 35% better with less than 1% of joyful copy compared to pages with more than 1%. Home Improvement, Vocational Studies and Travel sectors seem to have the most joy-averse audience.

6 out of 10 of the industries analyzed drive more conversions with copy fit for 9th graders or younger. In Real Estate, twice as many visitors converted on pages written with a reading level as low as 6th-grade compared to those with language suitable for university students.

In most of the industries we analyzed, shorter copy equates to higher conversion rates. In Credit & Lending, pages with a less than 100 words drove twice as many conversions as their longer counterparts.

Contrary to the common belief that triggering people’s fears could convince them to convert, words that evoked feelings of fear appeared to harm conversion rates in 9 out of 10 industries. In Travel, words like ‘challenge’, ‘despair’ and ‘fee’ decreased conversion rates by up to 25%.

The average conversion rate for Business Consulting landing pages, the highest-converting industry analyzed.


An excellent conversion rate for the lowest converting industries, including Real Estate, Higher Education and Health.


The number of missed conversions in the Vocational Studies & Job Training industries. 

Access the insights that can help you create more targeted, higher-converting landing pages. Fill out the form below and we’ll email you the report right away.

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"This report was a beautiful, unexpected gift to our data-centric performance marketing agency! It helped us determine where to rethink our conversion optimization efforts and enabled us to demonstrate just how good some of our pages were performing."

JONATHAN NACCACHE, PARTNER, WEBISTRY

GET DATA-INFORMED INSIGHTS INTO HOW WORDS DRIVE USER BEHAVIOR

THE BRAINS BEHIND THE REPORT

A SAMPLING OF THE ACTIONABLE LEARNINGS IN THE REPORT

KEEPING COPY SIMPLE COULD BOOST YOUR LEAD COUNT

FEWER WORDS COULD BE YOUR TICKET TO DOUBLING CONVERSIONS

FEAR-BASED LANGUAGE MAY BE SCARING YOUR VISITORS AWAY

THE REPORT IN NUMBERS

GET YOUR FREE COPY OF THE REPORT

The number of mean conversions per marketer in Health last quarter.


The conversion rate to hit to perform better than 90% of Home Improvement marketers.


An ideal word count to generate high landing page conversion rates in Legal.

206.7

11.7%

250

27.4%

6%

1,800

Travel

Real Estate

Business Services

Business Consulting

Credit & Lending

Vocational Studies 
& Job Training

Legal

Home Improvement

Higher Education

Health

Vocational Studies 
& Job Training

Legal

Home Improvement

Higher Education

Health

Credit & Lending

Business Services

Business Consulting

Real Estate

Travel

CARL SCHMIDT

Chief Technology Officer

JORDAN WAVE

Software Developer - Data Engineering

MICHAEL AAGAARD

Senior Conversion Optimizer

AMANDA DUREPOS

Blog Editor

DENIS SUHOPOLJAC

Design Director

OLI GARDNER

Unbounce Co-Founder

THOMAS LEVI

Director of Data Science

YOSEM SWEET

Director of Business Optimization

Vocational Studies 
& Job Training

Legal

Home Improvement

Higher Education

Health

Credit & Lending

Business Services

Business Consulting

Real Estate

Travel

THE DATA SCIENTISTS

THE DIGITAL MARKETERS

The number of mean conversions per marketer in Health last quarter.


The conversion rate to hit to do better than 90% of Home Improvement marketers.


An ideal word count to generate high landing page conversion rates in Legal.

The average conversion rate for Business Consulting landing pages, the highest-converting industry analyzed


An excellent conversion rate for the lowest converting industries, including Real Estate, Higher Education and Health.


The number of missed conversions in the Vocational Studies & Job Training.

Percentage of our Customer Base Per Industry Represented

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