Landing Page Conversion Rate: Benchmarks and How To Improve

Landing page conversion rate (CVR) is the percentage of users who visit a specific landing page and take a desired action, like making a purchase.

A landing page without conversions means your visitors are just window shopping. They’re curious enough to have a look but aren’t compelled to make a purchase.

Improving the rate at which people who visit your landing pages convert is a big lever for maximizing your marketing and advertising budget. Social media, search engine optimization (SEO), and paid search get people to your page, but the conversion rate (CVR) shows you how effective your digital marketing efforts are at driving tangible business results.

Even minor improvements can have a significant impact. For example, a CVR of 2% with 100,000 monthly sessions is 2,000 sessions per month. Increasing your CVR to 2.2% would result in 200 additional purchases. At an average order value (AOV) of $50, that’s $10,000 in revenue every month and $120,000 per year. 

Are you ready to create landing pages that drive profit? Learn more about how to calculate your landing page conversion rate and five best practices to improve it.

What is landing page conversion rate?

Landing page conversion rate (CVR) is the percentage of users who visit a specific landing page and take a desired action, like making a purchase or signing up for a newsletter. 

Several factors impact your landing page CVR, which can change depending on what you measure. For example, if you’re measuring purchases, your landing page CVR will reflect the effectiveness of both the landing page and your checkout experience. If you choose to measure only add-to-cart clicks, your CVR will reflect only the performance of your landing page content and user experience. In this case, you’ll measure your checkout CVR separately. 

In Google Analytics 4, you can define the specific goal you want to track. In Shopify Analytics, you can simply track conversion to purchase rate, which is called “online store conversion rate.” On other platforms, you might also see CVR called “transaction rate” or “order rate.”

Individual landing pages usually have a better CVR than your overall site because they’re designed as a first entry point with a focused conversion goal. Your website's CVR considers all pages, including non-conversion-focused pages like blogs.

What is a good landing page conversion rate?

There are a few factors that influence landing page CVR. Price is one of them. For example, lower ticket items will have higher conversion rates, while high ticket items will have lower conversion rates. Industry also impacts CVR. For example, the average landing page conversion rate for ecommerce is 4.2%, while events and entertainment convert at an average of 12.6%.

That said, here are some general guidelines on what constitutes a good average conversion rate for ecommerce landing pages: 

• Low ticket items ($150 or less): 3%–5%

• Medium ticket items ($150 up to $999): 2%–3%

• High ticket items ($1,000 and above): 1%

CVR and bounce rate (the percentage of visitors who leave without interacting with the page) are also related. Generally, a higher bounce rate leads to fewer conversions (and, consequently, a lower conversion rate) because fewer visitors stay and engage long enough to take action. Some factors that affect bounce rate include:

• Traffic quality. Warm traffic, like that from retargeting ads or email, will be more engaged than cold traffic. You should expect to see a better conversion rate from these audiences than a cold-targeting ad. 

• Content relevance. If visitors land on a page that doesn’t align with their expectations, they could leave without taking action. For example, if a user clicks on an ad for women’s shoes and lands on a children’s shoes page, they’re more likely to bounce.

• User experience. Annoying pop-ups or slow page speed can make visitors leave fast.

How to calculate and track landing page conversion rate

The formula to calculate landing page conversion rate is:

Conversion rate = (# of conversions / # of visitors) x 100

For example, if 100,000 people visit your landing page and 2,000 of them make a purchase:

(2,000 / 100,000) x 100 = 2% CVR

To track your landing page conversion rate in GA4, first, set up your conversion events. Then, go to Reports > Engagement > Pages and screens. Find your landing page in the list. 

Then, to calculate your landing page’s conversion rate, divide the number of conversions by users or sessions, or build a custom exploration to display the conversion rate automatically.

To see your CVR in Shopify, go to Analytics > Reports. Under Sales, click Online store conversion rate. Here, you’ll see your whole store’s CVR by default. To check for a specific landing page, filter the analytics by the page’s URL.

How to improve your landing page conversion rate

• Develop a strong value proposition
• Optimize for mobile
• Run A/B tests
• Streamline the checkout process
• Improve page speed

Create high-converting landing pages with the following best practices.

Develop a strong value proposition

A value proposition answers the following questions:

• What is this product?

• Why should I care?

• Why should I choose you over other competitors? 

Your landing page should clearly communicate the value proposition of the action you want your target audience to take. If it’s a product page, focus on the benefits of purchasing the product, prioritizing outcomes over features. If you want visitors to sign up for a newsletter, emphasize the value they’ll get from your emails.

For example, a feature-driven value proposition would be “USB-rechargeable 6-blade portable blender,” while an outcome-driven value proposition would be “Healthy smoothies anytime, anywhere, without the kitchen mess.” The second example highlights the real-life benefit and why it should matter to the customer.

Optimize for mobile devices

Mobile users are five times more likely to leave if a website isn’t mobile-friendly, tanking your CVR. When optimizing landing pages for mobile, consider the following:

Is it easy to navigate? Keep forms simple with large input fields and incorporate pinching, swiping, and tapping for interactivity. Use mobile navigation elements like hamburger menus and responsive design, which self-adjust according to the user’s screen size.

Is it easy to take action? Wherever possible, reduce friction, which is anything that makes potential customers slow down or second-guess their choice. For example, requiring customers to create an account before purchasing can slow them down. Consider adding a guest checkout option, and better yet, incorporate Shop Pay into your checkout flow, which is proven to lift conversion rates by up to 50%. 

Run A/B tests

Operating on a hunch sometimes pays off in marketing, but testing your ideas gives you hard data to draw conclusions from. User preferences can vary across industries and audiences, so it’s a good idea to establish an A/B testing practice to validate hypotheses according to how your visitors behave. 

For example, are they price-conscious? Do they care about product quality? Test messages that speak to different consumer priorities and see which converts the best. 

Start by defining your goal, such as increasing add-to-cart clicks. Choose an element to test, such as the call-to-action (CTA) copy, and create two versions: a control (A) and a variant (B). Run the test for at least one week to gather meaningful data, then see how the conversion rates differ to determine which variation outperformed the other. Continue testing different elements to improve landing page performance over time. 

Here are some additional test ideas:

• Lifestyle product images vs. studio images. While lifestyle imagery can help emotionally connect with your audience, studio images convey product details. Test both to see which works for your brand.

• Button placements, colors, and size. CTAs above the fold usually perform better, and you can also test repeating CTAs throughout the page. Contrasting button colors perform better than non-contrasting colors, and button sizes should be at least 44 by 44 pixels for mobile users. Test different button styles while still adhering to your brand guidelines. 

• Value proposition copy. Your landing page copy should present a clear value proposition. Test various outcome-driven headlines to see what resonates with the majority of your audience. 

Streamline the checkout process

Once a customer has reached the checkout page, they’re at the homestretch. A glitchy checkout or convoluted process can kill conversions. That’s why it’s so important to give customers a seamless experience at checkout. Here are some ways to do that:

• Use a single-page checkout and reduce form fields to only the most important information required for a purchase.

• Offer a guest checkout option so customers aren’t forced to create an account.

• Offer various payment options, including Google and Apple Pay for mobile, and buy now, pay later options like Shopify Pay Installments.

• Add a one-tap accelerated checkout like Shop Pay.

• Use trust signals like security badges, SSL certificates, and guarantees.

• Be transparent with costs, such as taxes and shipping.

• Allow easy cart edits without having to leave the checkout page.

Improve page speed

How long are you willing to wait for a web page to load? Chances are, you move on if kept waiting for more than a few seconds. 

Improving your site speed reduces user frustration, decreasing the likelihood of them bouncing off your site if it is too slow to load. An ideal site load speed is within zero to three seconds. The faster, the better. Even a one-second improvement in load times can increase mobile CVR by 27%. 

You can check your site speed using Google Search Console’s Core Web Vitals or PageSpeed Insights.

Landing page conversion rate FAQ

What is a good conversion rate for landing pages?

A good landing page conversion rate depends on your industry and price point. Here are some general guidelines on what a good conversion rate is for landing pages on ecommerce sites: 

• Low ticket items ($150 or less): 3%–5%
• Medium ticket items ($150+): 2%–3%
• High ticket items ($1000+): 1%

How do you calculate your landing page conversion rate?

To calculate your landing page conversion rate, divide the total number of purchases from the page by the total number of page visitors. Here is a formula:

Conversion rate = (# of conversions / # of visitors) x 100

How do you improve your landing page conversion rate?

You can improve your own landing pages by developing a clear value proposition and incorporating strong storytelling throughout the page, optimizing the page for mobile devices, and consistently running A/B tests to improve CVR performance over time. Improving your page load speed also results in fewer bounces, keeping customers engaged for longer.