Benchmarks
Landing Pages
Is your marketing campaign converting? Find benchmarks and guidelines specifically for landing pages that are optimized for a single action.
Benchmarks for Landing Pages
A landing page has only one single goal: to persuade the visitor to take a single, specific action (e.g., download, sign up, purchase). It is highly focused and free of distractions like a main navigation menu. The performance expectations here are different—and often higher—than for a regular website.Conversion Rate is King Here!
All other metrics, like session duration or bounce rate, are secondary. If the conversion occurs, the landing page has fulfilled its purpose, even if the user bounces immediately afterward.
Conversion Rate (measured as an event)
This is the single most important metric for a landing page.| Value | Interpretation |
|---|---|
| < 2% | Needs Improvement: The offer and the page are not aligned. |
| 2% - 5% | Solid: A good average for many industries. |
| 5% - 10% | Very Good: Your page and offer are highly compelling. |
| > 10% | Excellent / Unicorn Status: You have an outstandingly high-performing landing page. |
Bounce Rate
This metric must be interpreted with care.- Scenario A: High Bounce Rate & High Conversion Rate This is perfect. The user arrived, took the action (e.g., entered their email), and then left the page. Goal achieved.
- Scenario B: High Bounce Rate & Low Conversion Rate This is a clear alarm signal. Visitors are arriving (e.g., from an ad) and leaving immediately because their expectations are not being met.
Avg. Session Duration
This is often very short for landing pages, which is not necessarily a bad thing.- Under 30 seconds: Completely normal if the page is clear and the action is simple.
- Over 1 minute: Can indicate that visitors are undecided, are looking for more information, or that the copy is too long and complex.
What to do if your metrics are off?
- Low Conversion Rate?
- Message Matching: Does the headline of your ad exactly match the headline on your landing page?
- One Call-to-Action (CTA): Remove all links and buttons that do not lead to the main goal. No links to the blog, “About Us,” or social media.
- Above the Fold: Are the most important message and the CTA button visible without scrolling?
- Social Proof: Add testimonials, logos of well-known clients, or case studies.