Landing page conversion rates: the real numbers by industry
There is no single "good" conversion rate. 7.4% is normal in legal, 1.8% in B2B e-commerce. Benchmark against the wrong number and you will break a page that works.
The range
First Page Sage's 2026 report, drawn from 80+ clients between 2021 and 2025, shows conversion rates diverging up to fourfold by industry. Legal services 7.4%, healthcare 3.0–4.2%, e-commerce 4.3%, B2B e-commerce 1.8%.
Why the spread
Three things drive it: decision complexity, cycle length and the number of decision makers. There is also a definition problem — one company counts form fills, another counts calls, a third counts purchases.
What it means for you
Your own past data is the better benchmark. The industry average is context, not a target.
Sources
First Page Sage — Landing Page Conversion Rates by Industry, 2026 ↗B2B talep üretimi kıyaslamaları, 2026 ↗More articles
Sector · Health tourism