Data & Benchmarks March 17, 2026 • Updated: 9 November 2026

Conversion optimization
statistics 2026

50+ up-to-date CRO benchmarks, conversion rates and optimization data. From average conversion rate by industry to cart abandonment, A/B testing and page speed impact. Compiled from research by Unbounce, Baymard Institute, Optimizely, Contentsquare and more, every figure linked to its source, and applied to real sites by our conversion rate optimization agency.

6.6%

median landing page conversion rate (all industries)

Source: Unbounce, 2024

70.22%

average cart abandonment rate

Source: Baymard Institute, 2026

+8.4%

retail conversion from a 0.1 s faster mobile site

Source: Google / Deloitte, 2020

12%

of experiments win on their primary metric

Source: Optimizely, 2026

Statistics overview

Conversion rate optimization (CRO) is the process of increasing the percentage of visitors who take a desired action on your website. But how high should your conversion rate actually be? What are realistic benchmarks? And where are the biggest opportunities for improvement? Ecommerce teams often pair CRO with a dedicated Google Shopping agency to scale what works. For Dutch companies, how to turn these figures into tests with a prediction and a stop rule: read more about growth marketing (in Dutch).

On this page you'll find 50+ current CRO statistics and benchmarks, compiled from reports by Unbounce, Baymard Institute, Optimizely, Contentsquare, Google, Deloitte, Klaviyo, StatCounter and Thuiswinkel.org. Every figure links to the source. Whether you're looking to optimize your landing page, set up A/B tests or improve your checkout flow: here's the data you need.

Section 1

Conversion rates by industry

6.6%

median landing page conversion rate (all industries)

Source: Unbounce, 2024

4.2%

median e-commerce landing page conversion rate

Source: Unbounce, 2024

6.1%

median for commercial and professional services

Source: Unbounce, 2024

3.8%

median SaaS landing page conversion rate

Source: Unbounce, 2024

Median landing page conversion rate by industry

Entertainment 12.3%
Education 8.4%
Financial services 8.3%
Legal 6.3%
Commercial & professional services 6.1%
Health & wellness 5.1%
Travel & hospitality 4.8%
E-commerce 4.2%
SaaS 3.8%

Source: Unbounce Conversion Benchmark Report, 2024 (median per industry)

  • Industry medians range from 3.8% to 12.3%: SaaS has the lowest median of the nine industries Unbounce measured, entertainment the highest (Unbounce, 2024)
  • The benchmark is large: 41,000+ landing pages, 464 million+ unique visitors and 57 million+ conversions in one year (Unbounce, 2024)
  • Conversion is falling across the web: conversion rates dropped 5.1% year on year (Q4 2025 vs Q4 2024), while traffic fell 3.8% (Contentsquare Digital Experience Benchmark, 2026)
  • Dutch online spending: consumers in the Netherlands spent €35.7 billion online in 2025 (-1%) across 347 million purchases (Thuiswinkel Markt Monitor, 2025)

Want to improve your own conversion rate? Read our guide on building a high-converting landing page with real-world examples. For Dutch companies, what these figures mean when building a site: more on website design and build (in Dutch).

Section 2

Landing page benchmarks

Reading level
11.1%

conversion rate of pages written at a 5th to 7th grade level

+56% vs 8th-9th grade Professional level: 5.3%

Source: Unbounce, 2024

Email traffic
19.3%

average conversion rate of email traffic to landing pages

Paid social: 12% Paid search: 10.9%

Source: Unbounce, 2024

Mobile visits
83%

of landing page visits were on mobile

Desktop converts 8% better Potential: +1.3M conversions

Source: Unbounce, 2024

  • Shorter, simpler copy converts better: difficult words correlate -24.3% with conversion (-15% in 2020), reading time -19.4% and word count -18.6% (Unbounce, 2024)
  • Conversion by social channel: Instagram traffic converts at 17.9%, Facebook at 13%, YouTube, TikTok and X at 6-9%; Google paid search at 11.3% (Unbounce, 2024)
  • Visitors engage less: engagement (time on site, pages and scrolling per visit) fell 10% year on year (Contentsquare, 2026)
  • AI search barely sends visitors yet: AI-referred sources account for 0.2% of traffic, and the bounce rate of AI-influenced traffic fell 5% year on year (Contentsquare, 2026)

Want a landing page that actually converts? Check out our landing page design service.

Section 3

A/B testing statistics

12%

of experiments win significantly on the primary metric

Source: Optimizely, 2026

34

experiments per year at the median company

Source: Optimizely, 2026

3.5x

expected impact with four variations vs a typical A/B test

Source: Optimizely, 2026

35-40%

conclusive rate of a healthy testing program

Source: Optimizely, 2026

Win rate by hypothesis and setup

Findability
60%
Sound setup
58%
Urgency
56%
Clarify value
41%
Poor setup
35%

Source: Optimizely, 173,000 experiments, 2026 (1,200+ companies, 2018-2026; observational)

  • Test volume: the top 10% of programs run about 200 experiments a year, the top 3% more than 500 (Optimizely, 2026)
  • Most tests are simple: 3 in 4 experiments are A/B tests with one variant, while multi-variant tests deliver up to 1.7x more impact (Optimizely, 2026)
  • Multivariate testing is rare: 0.15% of experiments; of 44 that met the quality criteria, 8 produced a significant winner, with a median uplift of 57% (Optimizely, 2026)
  • Small steps add up: each revenue-focused experiment adds an average of 0.4% incremental digital revenue when results are applied and built upon (Optimizely, 2026)

Learn more about running effective tests in our guide on A/B testing: from setup to optimization.

Section 4

Mobile conversion vs desktop

Share of web traffic by device (October 2026)

Mobile (worldwide) 59.9%
59.9%
Desktop (worldwide) 38.51%
38.51%
Tablet (worldwide) 1.59%
Mobile (Netherlands) 65.06%
65.06%
Desktop (Netherlands) 33.38%
33.38%

Source: StatCounter, 2026, StatCounter Netherlands, 2026

41%

of Dutch online purchases were made on a smartphone in 2025 (+5 pp)

Source: Thuiswinkel Markt Monitor, 2025

+8%

higher landing page conversion on desktop than on mobile

Source: Unbounce, 2024

  • Mobile carries most of the traffic: 83% of landing page visits were on mobile; optimizing mobile could have yielded over 1.3 million more conversions (Unbounce, 2024)
  • Desktop is losing purchases in the Netherlands: the share of online purchases via desktop or laptop fell from 49% to 45% in 2025 (Thuiswinkel Markt Monitor, 2025)
  • Mobile pages perform worse: 48% of mobile websites have good Core Web Vitals, against 56% on desktop (HTTP Archive Web Almanac, 2025)
Section 5

Checkout & cart abandonment

70.22%

average cart abandonment rate (50 studies, range 55-84%)

Source: Baymard Institute, 2026

35.26%

possible conversion increase with a better checkout design

Source: Baymard Institute, 2026

$260B

recoverable orders in US and EU e-commerce

Source: Baymard Institute, 2026

Reasons for abandoning checkout

Extra costs too high
40%
Delivery too slow
20%
No trust in site with card
19%
Account required
18%
Too long/complex
17%
Errors or crashes
17%
Returns policy
13%
Not enough payment methods
9%

Source: Baymard Institute, 2026 (US online shoppers, excluding the 42% who were just browsing; multiple answers possible)

  • Abandoned cart emails: an average click rate of 6.0% (top 10%: 11.3%) and revenue per recipient of $6.77 (top 10%: $13.70) (Klaviyo, 2026)
  • Abandoned cart SMS: an average click rate of 10.3% and revenue per recipient of $4.48 (Klaviyo, 2026)
  • Payment methods in the Netherlands: iDEAL was used for 71% of online purchases in 2025, credit card for 8% and Klarna for 4% (Thuiswinkel Markt Monitor, 2025)
  • Total cost up front: 12% abandoned because they could not see the total order cost in advance, 10% because their card was declined (Baymard Institute, 2026)
Section 6

CTA & form optimization

+21.6%

lead gen form completion (step 1 to submission) from a 0.1 s faster mobile site

Source: Google / Deloitte, 2020

83.9%

of home pages have low-contrast text

Source: WebAIM Million, 2026

51%

of home pages have form inputs without labels

Source: WebAIM Million, 2026

  • Checkout forms are nearly twice as long as needed: the average US checkout shows 23.48 form elements (14.88 fields), while 12-14 elements (7-8 fields) is ideal (Baymard Institute, 2026)
  • Speed helps the first step too: a 0.1 s faster mobile site lifted the homepage to form step 1 rate by 5.5% for lead gen sites (Google / Deloitte, 2020)
  • Broken buttons and links: 30.6% of home pages have empty buttons and 46.3% empty links, which screen readers cannot name (WebAIM Million, 2026)
  • What teams measure: over 90% of experiments target one of five metrics: CTA clicks, pageviews, checkout, registration or add-to-cart (Optimizely, 2026)
Section 7

Page speed & conversion impact

+8.4%

retail conversion from a 0.1 s faster mobile site

Source: Google / Deloitte, 2020

53%

of mobile visitors leave if a page takes over 3 s

Source: Google, 2016

3x

B2B lead gen conversion at 1 s vs 5 s load time

Source: Portent, 2022

2.5x

e-commerce conversion at 1 s vs 5 s load time

Source: Portent, 2022

Conversion rate by page load time

B2B lead gen, 1 second ~40%
B2B lead gen, 2 seconds 34%
B2B lead gen, 3 seconds 29%
E-commerce, 1 second 3.05%
E-commerce, 2 seconds 1.68%
E-commerce, 3 seconds 1.12%

Source: Portent, 2022 (20 sites, about 100 million page views; bars relative to 1 second)

  • Travel and spend: the same 0.1 s gain lifted travel conversion by 10.1% and retail spending by 9.2% (37 brands, 30 million+ sessions) (Google / Deloitte, 2020)
  • Vodafone: a 31% better LCP gave 8% more sales, a 15% higher lead-to-visit rate and an 11% higher cart-to-visit rate (web.dev, 2021)
  • Core Web Vitals: 48% of mobile and 56% of desktop websites pass all three (HTTP Archive Web Almanac, 2025)
  • Mobile load time: the average mobile page took 19 seconds to load on 3G and 14 seconds on 4G when Google measured it (Google, 2016)
Section 8

Personalization & conversion

+202%

conversion of personalized CTAs vs basic CTAs (330,000+ CTAs)

Source: HubSpot

+17.4%

higher test impact for audience-targeted experiments

Source: Optimizely, 2026

+65.4%

more personalized experiments per year after adopting AI

Source: Optimizely, 2026

  • Repeat visits are scarce: 13% of visitors return within 30 days (Contentsquare, 2026)
  • Fewer, bigger orders: average order value rose 6% year on year while conversion fell 5.1% (Contentsquare, 2026)
  • Smart traffic allocation: multi-armed bandits beat an even traffic split 49.7% of the time with two variations and 63.9% with three or more (Optimizely, 2026)

Want to learn more about AI in marketing? Discover our AI marketing services.

Summary

Key takeaways

1

Every tenth of a second counts

A 0.1 second faster mobile site lifted retail conversion by 8.4%. At 1 second, B2B lead gen pages convert 3x better than at 5 seconds.

2

70% abandon their cart

Cart abandonment is the biggest leak. Extra costs (40%) and slow delivery (20%) are the top reasons; a better checkout can add 35%.

3

Mobile is the default

59.9% of traffic worldwide and 65% in the Netherlands is mobile, yet desktop still converts 8% better on landing pages.

4

Simplicity wins

Pages written at a 5th to 7th grade level convert at 11.1%. An ideal checkout has 7-8 fields, not the 14.88 of the average US checkout.

5

Test more, test smarter

Only 12% of experiments win. Volume and a sound setup are key: top programs run about 200 tests a year.

6

AI speeds up testing

Companies using AI in their testing run 70.2% more experiments. Personalized CTAs converted 202% better than basic ones.

Methodology & sources

The statistics on this page are compiled from publicly available research reports and platform data from reputable organizations. Every figure on this page links to the source; all sources were opened and checked on 6 November 2026. Sources used:

Disclaimer: The year shown with each figure is the year of the source. Figures from software vendors (Unbounce, Optimizely, Contentsquare, Klaviyo, HubSpot) are based on their own customer data, and Unbounce measures landing pages, not whole websites. Conversion rates vary significantly by industry, audience, season and website quality. For tailored advice on your specific situation, get in touch with our team.

FAQ

Frequently asked questions

What is a good conversion rate for a website?

In Unbounce's 2024 benchmark of 41,000+ landing pages, the median conversion rate across all industries is 6.6%. Industry medians range from 3.8% for SaaS to 12.3% for entertainment; e-commerce landing pages sit at 4.2% and professional services at 6.1%. These are landing pages with one goal, so a whole website usually converts lower. Want to improve your conversion rate? Check out our tips for building a high-converting landing page.

What percentage of shopping carts are abandoned?

Baymard Institute puts the average cart abandonment rate at 70.22%, based on 50 studies. The top reasons in the US are extra costs (40%), slow delivery (20%), not trusting the site with card details (19%), a required account (18%) and a checkout that's too long or complex (17%). Abandoned cart emails reach an average click rate of 6.0% and $6.77 in revenue per recipient (Klaviyo, 2026).

What is the average uplift from a winning A/B test?

Optimizely's analysis of 173,000 experiments shows that only 12% win significantly on their primary metric, and each revenue-focused experiment adds an average of 0.4% in incremental digital revenue when results are built upon. A healthy program has a 35-40% conclusive rate. The median company runs 34 experiments a year, the top 10% about 200. Want to learn more? Read our guide on A/B testing: from setup to optimization.

How much does page load time impact conversion?

A 0.1-second faster mobile site lifted retail conversion by 8.4% and travel conversion by 10.1% (Google / Deloitte, 37 brands). Portent found that B2B lead gen pages loading in 1 second convert 3x better than pages taking 5 seconds, and e-commerce pages 2.5x better. Google measured that 53% of mobile visitors leave a page that takes longer than 3 seconds.

How much does conversion rate optimization (CRO) cost?

There is no reliable public benchmark for what businesses spend on CRO, so we don't quote one. What the data does show is the size of the upside: Baymard estimates that the average large e-commerce site can raise its conversion rate by 35.26% through a better checkout design alone, and a 0.1-second faster mobile site lifted retail conversion by 8.4%. Curious about what we can do for you? Explore our landing page service.

Does desktop convert better than mobile?

Yes, but the gap is smaller than often claimed. In Unbounce's 2024 benchmark, desktop converted 8% better than mobile on average, while 83% of visits were on mobile. Worldwide 59.9% of web traffic is mobile (StatCounter, October 2026), and in the Netherlands 41% of online purchases in 2025 were made on a smartphone (Thuiswinkel Markt Monitor).

CRO expertise from Searchlab

At Searchlab, we put CRO data to work every day. With over 50 proprietary AI tools, we analyze visitor behavior on your website, identify conversion bottlenecks and build landing pages that measurably outperform. From A/B testing and form optimization to full checkout analysis: we let data do the heavy lifting.

Want to find out where your website is leaving conversions on the table? Get a landing page built to convert, or get in touch for a free growth analysis.

CRO
Ready to convert?

Need a landing page that converts?

At Searchlab, we combine CRO expertise with proprietary AI tools to build landing pages that measurably outperform. Discover what we can do for your conversion rates, or see our broader online marketing services.

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Ruud ten Have

Compiled by

Ruud ten Have

Ruud is a digital marketer with 10+ years of experience in online advertising and AI implementation. At Searchlab, he combines strategic thinking with hands-on AI tooling to deliver measurable results for businesses.

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