Website Conversion Rate Benchmarks by Industry
What published benchmark reports actually say about conversion rates, what each one measures, and how to measure your own site so the comparison means something.
Quick Answer: What Is an Average Website Conversion Rate?
It depends on what is being measured. Landing pages built for a single offer convert at higher rates than whole websites, and paid-search visitors convert at higher rates than visitors from organic search or social media. Three widely cited reports, three different measures:
- 6.6% median for landing pages across industries (Unbounce)
- 5.13% average across 13 industries, counting qualified leads and sales (Ruler Analytics)
- 1.4% median for Shopify stores, counting sessions with a purchase (Littledata)
The benchmark that matters most is your own site, measured the same way each month. Ask us to review your analyticsif you're not sure what yours is telling you.
Cross-Industry Figures
Each figure links to the report it comes from.
Conversion Rate Guides by Industry
Published figures, what drives conversion, and how to measure it, for four kinds of website.
E-commerce
Online stores selling physical or digital products
median conversion rate of Shopify stores (sessions with a purchase); the mean was 1.9%
SaaS
Software-as-a-service products and web applications
median conversion rate of SaaS landing pages
Healthcare
Medical clinics, dental practices and other health services
median conversion rate of healthcare landing pages
Legal Services
Law firms, lawyers and legal consultation services
median conversion rate of legal services landing pages
How to Measure Your Own Conversion Rate
Conversion rate = conversions ÷ visits × 100. Getting the inputs right matters more than the formula.
- Decide what a conversion is for your business: a purchase, a form, a phone call, a booking. Track all of them, separately.
- Pick sessions or users as the denominator and keep it the same. GA4 and Shopify both default to sessions.
- Segment by device and traffic source. A site-wide average hides most of what is going on.
- Compare against your own previous months and the same month last year, not just against an industry figure.
- Look at the steps before the conversion (product views, add to cart, form starts) to see where people drop off.
Not Sure What Your Numbers Mean?
We'll go through your analytics and your key pages with you and point out where visitors are dropping off.
Frequently Asked Questions About Conversion Rates
What is a good website conversion rate?
There is no single answer, because published benchmarks measure different things. Unbounce reports a 6.6% median for landing pages across industries, Ruler Analytics reports 5.13% across 13 industries counting qualified leads and sales, and Littledata reports a 1.4% median for Shopify stores counting sessions with a purchase. The useful question is whether your own rate is improving, measured the same way each month.
How do you calculate website conversion rate?
Conversion rate = conversions ÷ visits × 100. For example, 250 enquiries from 10,000 sessions is a 2.5% conversion rate. Decide what counts as a conversion (a purchase, a form, a call, a booking) and whether you divide by sessions or by users, then keep the definition the same over time.
Why do conversion rate benchmarks disagree so much?
They measure different traffic. A landing page built for one ad converts better than a whole website, paid-search visitors are further along than people reading a blog post, and some reports count sessions while others count users. Store figures count sales; lead-generation figures count forms and calls. Always check what a benchmark measures before comparing yourself to it.
What affects a website’s conversion rate?
The biggest factors are where the traffic comes from, how clearly the page explains the offer, how easy the next step is (form length, checkout steps, booking), how fast the site loads on mobile, and whether visitors find the reassurance they need, such as prices, reviews and policies. In Google’s Milliseconds Make Millions study, a 0.1-second improvement in mobile speed was associated with an 8.4% increase in retail conversion rates.
Do conversion rates vary by city?
They may, but we are not aware of any credible public dataset of conversion rates by Canadian city, so we don’t quote one. Differences between your traffic sources, offer and competitors will matter far more than your city.
What is the difference between conversion rate and click-through rate?
Click-through rate is the share of people who saw an ad or search result and clicked it. Conversion rate is the share of visitors who then took the action you want. Click-through rate gets people to the site; conversion rate measures what the site does with them.
Sources and methodology
We don't collect conversion data across other companies' websites, so every figure on this page comes from a published report, linked below with what it measures. The reports use different samples and definitions, which is why their numbers differ. Figures were checked in October 2026. Your own analytics, measured consistently, are the only benchmark that really applies to your site.
- Unbounce, Conversion Benchmark Report
About 41,000 landing pages built on Unbounce, 464 million unique visitors, July 2023 to July 2024. Landing pages only, not whole websites.
- Unbounce, Conversion Benchmark Report: methodology
How the Unbounce figures were collected and filtered.
- Unbounce, SaaS conversion rate benchmarks
SaaS landing pages in the Unbounce dataset.
- Unbounce, Legal conversion rate benchmarks
Legal services landing pages in the Unbounce dataset.
- Unbounce, Healthcare and wellness conversion rate benchmarks
Healthcare, medical and dental landing pages in the Unbounce dataset.
- Littledata, Average ecommerce conversion rate (all devices)
426 Shopify stores, July 6 to October 3, 2026, from Google Analytics 4. Conversion rate = sessions that included at least one purchase. The page is refreshed regularly, so the figure moves.
- Baymard Institute, Cart abandonment rate statistics
An average of 50 published studies of online shopping cart abandonment.
- Google / Deloitte (via web.dev), Milliseconds Make Millions
Study commissioned by Google and run by 55 and Deloitte: 37 brands, 30 million+ user sessions, 30 days at the end of 2019. Mobile sites only.
- ChartMogul and ProductLed, SaaS Conversion Report
A survey of 200 software products, run in January 2026 and published February 2026. Self-reported figures.
- Ruler Analytics, Average conversion rate by industry
110 million+ sessions and 5 million+ conversions across 13 industries from Ruler customers, updated May 2026. A conversion is a qualified lead or a sale. The collection period is not stated.
- LocaliQ / WordStream, Search Advertising Benchmarks
Google Ads accounts, updated June 2026. Conversion rate = leads divided by ad clicks, so these are paid-search figures, not whole-website rates.
Ready to Improve Your Conversion Rate?
Tell us about your site and what a conversion means for your business, and we'll suggest where to start.
What happens next?
- 1.We'll review your project requirements
- 2.Schedule a discovery call within 24 hours
- 3.Provide a detailed proposal and timeline
- 4.Begin development with your approval