A conversion can mean many things. It’s an action you want your visitors to take — like signing up for a free trial, subscribing to your newsletter, or clicking a CTA button.
So, what’s a reasonable conversion rate for your landing pages?
Unbounce conversion benchmark report gives us insights that will help you set a realistic target for your conversion rate.
According to Unbounce, the median conversion rate for SaaS landing pages in 2021 was 3%.
However, understanding what success actually looks like can be a challenge because a 3% conversion rate is the median for all types of landing pages, product categories, and traffic sources.
For example, traffic coming from Google ads seem to convert only at 2% on pages with a form. Compare that with traffic from an email that converts at mind-blowing 21%.
So we need to dig deeper and make sure we are comparing apples to apples.
| Category | Median rate |
|---|---|
| Apps & Devices | 6.2% |
| Online Media | 3.4% |
| Ecommerce platforms | 3.3% |
| Analytics | 2.9% |
| Cybersecurity | 2.6% |
| Business Software | 2.0% |
| Data & Infrastructure | 1.8% |
People coming from Google ads convert about as well on click-through pages as any other visitor, but that’s not the case for form-fill pages.
| Traffic channel | Median rate |
|---|---|
| 21% | |
| Social | 5.6% |
| Paid search | 2% |
You can expect way higher conversions on click-through pages (e.g., with a CTA button "Try 14 days free").
| Page type | Median rate |
|---|---|
| Click-through | 10.1% |
| Form-fill | 2.4% |
So as you can see, the median 3% rate doesn't look so good on click-through pages, and you should aim much higher.
Note: The click-through median rate will likely be higher if a product is in the Online Media category or lower if it’s in Data & Infrastructure.
Key takeaway: Click-through pages perform best in SaaS. Consider creating a click-through landing page to persuade your audience about the problem your software solves before sending them to the sign-up funnel on your site.
Now that you know what rates to expect, check out our growth calculator to find out what impact a better conversion rate will have on your MRR.
