What's a good landing page conversion rate?

A typical landing page converts around 2–6%, and the best pages reach double digits — but that range is so wide it’s almost useless on its own. A page asking for an email address and a page asking for £200 are not comparable, and neither are cold ad traffic and your own email list. The useful benchmark depends on what you’re asking for and who’s arriving.

What “conversion” means here

First, be clear what you’re counting. Landing page conversion rate is:

(conversions ÷ page visitors) × 100

But “conversion” varies by page purpose:

• Email capture — they gave you an address.
• Purchase — they bought.
• Pre-order or waitlist sign-up — they committed without paying.
• Booking or enquiry — they requested contact.

Comparing your purchase page’s 3% to someone else’s email-capture 25% tells you nothing. Compare like with like.

Realistic ranges by page type

• Email capture / lead magnet — 10–25%. The ask is small and the payoff immediate. Anything under 10% here usually means the offer isn’t compelling or the form asks for too much.
• Waitlist / coming soon — 10–20%. Similar low-commitment ask, with curiosity doing extra work.
• Free trial or sample request — 5–15%.
• Direct purchase (low price) — 3–8%.
• Direct purchase (considered / high price) — 1–3%. Same reason expensive categories convert low everywhere.
• Enquiry / book a call — 2–8%.

Traffic source matters as much as the page

The same page will produce wildly different rates depending on who lands on it:

• Your own email list — highest. They already know and trust you.
• Branded or direct traffic — high intent.
• Organic search — varies hugely with the query’s intent.
• Paid search — decent; the searcher wanted something specific.
• Cold paid social — lowest, often well under 1–2%. You interrupted someone who wasn’t looking.

A 1.5% rate on cold Meta traffic and a 20% rate on your email list can be the same page performing well. Always segment by source before judging.

Why a low rate is usually not the page’s design

When a landing page underperforms, the cause is generally one of these, roughly in order:

1. Message mismatch. The ad or email promised one thing, the page says another. This is the single biggest killer — see landing page vs homepage.
2. Wrong audience. No page converts people who were never going to want the product.
3. Ask is too big for the stage. Requesting a purchase from someone who just discovered you, or demanding eight form fields for a PDF.
4. No proof. Nothing on the page tells a stranger you’re trustworthy.
5. Slow loading. Especially on mobile — visitors leave before they read a word.
6. Too many exits. Full navigation, social icons, and unrelated links leaking clicks.
7. Unclear or competing CTAs. Two equal buttons ask for a decision instead of an action.

How to lift it

• Match the message to whatever brought them, word for word where possible.
• Cut form fields to the minimum. Every field costs conversions; email alone is usually enough.
• Put one piece of proof near the button — a review, a guarantee, a customer count.
• Make the ask smaller if the traffic is cold. Capture an email now, sell later.
• Test the offer before the design. A better incentive beats a better button, every time.
• Check it on a phone on a real mobile connection — most traffic is mobile.

Measure it honestly

Two habits keep the number meaningful:

• Enough traffic to matter. Under a few hundred visitors, your rate is noise. Two conversions out of thirty visits isn’t a 6.7% conversion rate, it’s a coincidence.
• One change at a time. Change the headline and the offer together and you’ll never know which moved it.

Building the page itself: the free LeakyLander generator gives you a proven template, a live preview, and a hosted page with sign-ups going to a private dashboard. Structure fundamentals are in the anatomy of a high-converting landing page.

The bigger picture

A landing page is one step. If people convert on the page and still don’t buy, the leak has moved downstream — checkout friction, speed, weak CTAs. Revyfix adds every leak into one score and ranks the fixes by payback.