149 Conversion Rate Optimization Statistics October 2026

Conversion rate optimization statistics only help if you know who measured them and what they counted. The median landing page converts 6.6% of its visitors (Unbounce, Mar 2025), while the average online store turns 2.71% of visits into orders (Dynamic Yield, Aug 2026). Both numbers are correct. One counts any form fill on a single page, the other counts purchases across a whole site.

Every figure below links to the organisation that collected the data. That means analytics vendors reporting on their own customer base, peer-reviewed experiment research, browser field data and government surveys. When two sources disagree, both appear with their names attached, so you can pick the one that matches how you measure. Conversion work starts once the visitor has arrived. For how they get there, see the SEO statistics hub.

What is the average conversion rate?

There is no single average conversion rate, and anyone quoting one without a definition is guessing. Ecommerce benchmarks count orders per session and land in the low single digits. Landing page benchmarks count any conversion on one page and sit several times higher.

How do ecommerce conversion rates vary by industry?

It depends heavily on what you sell.

• Beauty and personal care sites had the highest conversion rate over the past twelve months, at 5.39% (Dynamic Yield, Aug 2026).
• Luxury and jewelry sites had the lowest, at 0.7% (Dynamic Yield, Aug 2026).
• Food and beverage sites converted 4.58% of visits and pet care sites 4.94% (Dynamic Yield, Aug 2026).
• Home and furniture sites converted 1.23% of visits, the second lowest of the tracked sectors (Dynamic Yield, Aug 2026).
• EMEA stores converted at 2.86%, the Americas at 2.66% and APAC at 1.47% (Dynamic Yield, Aug 2026).

What is a good landing page conversion rate?

Anything above the median for your industry. Those medians run high because landing page benchmarks count newsletter signups, demo requests and purchases alike.

• Median landing page conversion rates range from 3.8% to 12.3% across nine industries (Unbounce, Sep 2024).
• Unbounce's benchmark covers 41,000 landing pages, 464 million visitors and 57 million conversions (Unbounce, Mar 2025).

Within the same benchmark, the copy itself moves the rate. Simpler words convert better, and the effect has grown.

• The number of difficult words on a page has a -24.3% correlation with its conversion rate (Unbounce, Sep 2024).
• That negative correlation is 62% stronger than it was in 2020 (Unbounce, Sep 2024).
• Pages written at a 5th to 7th grade level convert 56% better than pages at an 8th and 9th grade level (Unbounce, Sep 2024).

Are conversion rates rising or falling?

It depends on the market. UK stores are converting more often again, while Contentsquare's global sample shows fewer orders that are each worth more.

• UK ecommerce session conversion rose from 1.85% in August 2025 to 2.23% in August 2026 (IRP Commerce, Aug 2026).
• UK average order value rose 6.28% over the same year, to £129.23 (IRP Commerce, Aug 2026).
• Average order values rose 6% while site visits dropped 3.8% (Contentsquare, Feb 2026).
• Revenue across core industries still grew 1% on the year despite softer conversion (Contentsquare, Mar 2026).
• Conversions from repeat visitors fell 4% over the same period, half the 8% drop among new visitors (Contentsquare, Mar 2026).

Where do the visitors who buy come from?

Owned channels convert best and paid search pays the bills. Email tops the landing page benchmark, while Google ads still bring in most UK ecommerce sales.

Which channels convert best on landing pages?

Email, then paid social and paid search.

• Email is the highest-converting channel for landing pages, at 19.3% on average (Unbounce, Sep 2024).
• Paid social converts at 12%, slightly ahead of paid search at 10.9% (Unbounce, Sep 2024).
• Visitors from email convert 370% more than visitors from display ads (Unbounce, Sep 2024).
• Instagram (17.9%) and Facebook (13%) are the highest-converting paid social platforms (Unbounce, Sep 2024).
• Google search ads convert at 11.3%, 41% better than Bing search ads (Unbounce, Sep 2024).

The ad platforms' own benchmarks put paid clicks in the same range.

• The average Google Ads conversion rate is 8.18% in 2026, across more than 13,000 campaigns (WordStream, May 2026).
• Search ad conversion rates rose for 87% of industries over the past year (WordStream, May 2026).
• Facebook lead campaigns convert at 8.54% on average, up from 7.72% a year earlier (LocaliQ, Sep 2026).

Which channels convert best on ecommerce sites?

Paid search leads the paid channels, and it brings in most UK online sales. Email brings in far less, at a fraction of the cost.

• Paid search converts at 2.8%, the highest of the paid channels in Contentsquare's data (Contentsquare, Mar 2026).
• Organic social trails far behind, at 0.7% (Contentsquare, Mar 2026).
• On finance sites, organic traffic converts at 2.66% and paid traffic at 1.83% (Contentsquare, Mar 2026).
• Google paid search produced 62.5% of UK ecommerce sales in August 2026 (IRP Commerce, Aug 2026).
• Email brought in 8.63% of UK online sales at a 0.88% cost per acquisition (IRP Commerce, Aug 2026).
• Paid Facebook brought in 0.37% of those sales, at a 51.95% cost per acquisition (IRP Commerce, Aug 2026).
• Social media's share of US holiday online revenue reached 4.6%, up 40.3% on the year before (Adobe, Jan 2026).

Email open, click and revenue benchmarks are covered in depth on the email marketing statistics page.

Do mobile shoppers convert worse than desktop shoppers?

Mostly, yes. Vendors split on this one, though. Mobile brings the majority of visits in every dataset on this page, and whether it also converts best depends on whose customers are in the sample.

• Mobile accounted for 69.9% of all site traffic in Contentsquare's sample (Contentsquare, Mar 2026).
• 75.67% of ecommerce visitors over the past twelve months arrived on a phone (Dynamic Yield, Aug 2026).
• 83% of landing page visits happened on mobile devices (Unbounce, Sep 2024).
• Mobile drove 63.7% of UK ecommerce sales in August 2026, desktop 34.7% (IRP Commerce, Aug 2026).
• Smartphones drove 56.4% of US online holiday spending in 2025, up from 54.5% in 2024 (Adobe, Jan 2026).
• Returns were the exception, with only 38.8% of holiday returns made on a phone (Adobe, Jan 2026).

The three benchmarks below rank the devices differently.

Unbounce estimates its sample would have produced over 1.3 million more conversions if every industry had optimized its pages for mobile (Unbounce, Sep 2024).

Does AI referral traffic convert better than search?

For US retail it now does, after converting worse a year earlier. The volume is still small, so a single site's numbers can look spectacular and one month can swing the averages.

How fast is AI referral traffic growing?

Fast, from a very small base.

• Traffic from AI sources to US retail sites grew 393% year over year in the first quarter of 2026 (Adobe, Apr 2026).
• AI-driven retail traffic hit a new high in May 2026, up 138% year over year (Adobe, Jun 2026).
• AI-driven visit share grew 194% in travel and 105% in financial services in the second quarter (Adobe, Jun 2026).
• Generative AI tools sent 693.4% more traffic to US retail sites over the 2025 holiday season than a year earlier (Adobe, Jan 2026).
• AI-referred traffic grew 632% in a year in Contentsquare's sample (Contentsquare, Mar 2026).
• AI-referred sources still made up only 0.2% of all traffic (Contentsquare, Feb 2026).

How well do AI-referred visitors convert?

Better than most other traffic, on the evidence so far.

• AI-referred retail visits generated 53% more revenue per visit than other traffic. A year earlier, other visits were worth 128% more (Adobe, Jun 2026).
• The conversion rate of AI-referred traffic rose 55% year over year to 1.3%, the only channel where conversion grew (Contentsquare, Mar 2026).
• At Ahrefs, AI search visitors converted at a 23x higher rate than organic search visitors (Ahrefs, Jun 2025).
• AI search sent 0.5% of Ahrefs' visitors in the 30 days measured but produced 12.1% of its signups (Ahrefs, Jun 2025).
• AI-referred retail visitors spent 53% more time on site than visitors from other channels (Adobe, Jun 2026).
• Their engagement rate was 15% higher than other traffic (Adobe, Jun 2026).
• Bounce rates for AI-influenced traffic improved 5% on the year (Contentsquare, Feb 2026).

How do shoppers feel about buying with AI?

Mostly positive, going by Adobe's surveys. 39% of US consumers have used AI for online shopping, and 85% of them say it improved the experience (Adobe, Apr 2026). Among AI shoppers, 79% feel more confident in a purchase after using an AI assistant, and 69% say they are less likely to return the item (Adobe, Jun 2026). And 54% of consumers say they are turning to AI more (Adobe, Jun 2026).

Citation and referral data for ChatGPT, Perplexity and Google AI Overviews is on the AI search statistics page.

Why do shoppers abandon carts and checkouts?

A big share of abandoned carts belong to people who were never going to buy. Take them out and nearly every remaining reason is a cost, trust or checkout design problem the store can fix.

What are the top reasons for cart abandonment?

Browsing aside, the list is about cost, speed, trust and friction.

• 42% of US online shoppers have abandoned a cart because they were only browsing or not ready to buy (Baymard Institute, May 2026).
• 20% abandoned because delivery was too slow (Baymard Institute, May 2026).
• 19% did not trust the site with their credit card information (Baymard Institute, May 2026).
• 18% left because the site wanted them to create an account (Baymard Institute, May 2026).
• 17% abandoned over a checkout process that was too long or complicated (Baymard Institute, May 2026).
• 17% left because the website had errors or crashed (Baymard Institute, May 2026).
• 13% were put off by the returns policy (Baymard Institute, May 2026).
• 12% could not see or calculate the total order cost up front (Baymard Institute, May 2026).
• 9% left because there were not enough payment methods (Baymard Institute, May 2026).

How much can better checkout design recover?

A lot, at least for large stores.

• Large ecommerce sites can gain a 35.26% increase in conversion rate through better checkout design alone (Baymard Institute, Sep 2025).
• That adds up to $260 billion in recoverable orders across US and EU ecommerce (Baymard Institute, Sep 2025).
• Most checkouts could show 20% to 60% fewer form elements by default (Baymard Institute, Sep 2025).
• Beauty and personal care sites had the highest cart abandonment rate over the past year, at 79.95% (Dynamic Yield, Aug 2026).
• Food and beverage sites saw 82.76% of carts abandoned in August 2026 (Dynamic Yield, Aug 2026).

How many shoppers do accessibility barriers turn away?

A large share of disabled visitors, and most sites still put basic, fixable errors in their way. Missing form labels and low-contrast text are enough to stop them at checkout.

• More than 1 in 4 US adults have some type of disability (CDC, May 2026).
• 69% of disabled internet users click away from a website with accessibility barriers (Click-Away Pound, Feb 2020).
• UK businesses lost an estimated £17.1 billion in 2019 to those click-aways (Click-Away Pound, Feb 2020).

The most common errors are the easiest to fix.

• The average home page has 56.1 detectable accessibility errors, up 10.1% on 2025 (WebAIM, Mar 2026).
• 51% of home pages have form inputs without labels (WebAIM, Mar 2026).
• 83.9% of home pages have low contrast text (WebAIM, Mar 2026).
• The average home page now has 1,437 elements, 14.3% more than a year earlier (WebAIM, Mar 2026).

How much does website speed change conversion rates?

Speed is one of the few conversion levers backed by controlled experiments as well as correlations. The biggest losses come in the first few seconds of load time.

What do website load time studies show?

Slower pages convert worse in every study below, old and new.

• Ecommerce sites that load in 1 second convert at 3.05%, falling to 0.67% at 4 seconds (Portent, Apr 2022).
• Ecommerce conversion drops by an average of 0.3 percentage points for every extra second of load time (Portent, Apr 2022).
• A 1-second ecommerce site has a conversion rate 2.5x higher than a 5-second one (Portent, Apr 2022).
• Lead generation pages that load in 1 second convert almost 40% of visitors (Portent, Apr 2022).
• The same 0.1-second speed gain raised retail order values by 9.2% (Deloitte, Mar 2020).
• Travel sites saw conversions rise 10.1% after a 0.1-second improvement (Deloitte, Mar 2020).
• Lead generation information pages cut their bounce rate by 8.3% (Deloitte, Mar 2020).
• A 100-millisecond delay in load time can hurt conversion rates by 7% (Akamai, Apr 2017).
• A two-second delay raised bounce rates by 103% (Akamai, Apr 2017).
• 53% of mobile visitors leave a page that takes longer than three seconds to load (Akamai, Apr 2017).
• As mobile load time goes from one second to ten, the probability of a bounce rises 123% (Google, Feb 2018).
• As a page grows from 400 to 6,000 elements, the probability of conversion drops 95% (Google, Feb 2018).
• On 70% of mobile landing pages Google analysed, visual content above the fold took more than five seconds to appear (Google, Feb 2018).

What happened when companies fixed Core Web Vitals?

Conversions or revenue went up in each case below.

• Vodafone improved Largest Contentful Paint by 31% in an A/B test and sold 8% more (web.dev, Mar 2021).
• The faster Vodafone page also improved its lead-to-visit rate by 15% (web.dev, Mar 2021).
• Rakuten 24's Core Web Vitals work increased revenue per visitor by 53.37% and conversion rate by 33.13% (web.dev, Aug 2022).
• Rakuten 24 found that a good LCP score could lift conversion by up to 61.13% (web.dev, Aug 2022).
• Redbus's Core Web Vitals fixes contributed to an 80% to 100% increase in mobile conversion rates (web.dev, Sep 2021).
• Agrofy Market's 70% better LCP correlated with a 76% drop in load abandonment (web.dev, Sep 2021).
• Cdiscount improved all three Core Web Vitals and saw a 6% revenue uplift in its Black Friday sale (web.dev, Sep 2021).

How many websites pass Core Web Vitals?

Fewer than half of mobile sites do, and mobile trails desktop, so mobile is where the work is. Largest Contentful Paint is the metric that lags furthest behind.

• 62% of mobile pages have a good Largest Contentful Paint, against 74% on desktop (HTTP Archive, Jan 2026).
• 77% of mobile sites have a good Interaction to Next Paint score, up from 74% in 2024 (HTTP Archive, Jan 2026).
• Median mobile Total Blocking Time rose 58% in a year, to 1,916 milliseconds (HTTP Archive, Jan 2026).
• About 16% of web pages still lazy-load their LCP image, which delays the main content (HTTP Archive, Jan 2026).

Popular sites do slightly better. Home pages do worse.

• 51% of the 1,000 most popular mobile sites have good Core Web Vitals (HTTP Archive, Jan 2026).
• Only 45% of mobile home pages pass Core Web Vitals, against 56% of secondary pages (HTTP Archive, Jan 2026).

Which changes lift conversion rates?

The best-supported changes are about placement and proof: what visitors see first, and whether they believe it. Most other ideas fail when tested, and the teams that come out ahead run more tests and set them up better.

What should a landing page put in front of visitors?

The offer and the proof, near the top of the page. Users spend about 57% of their page-viewing time above the fold (Nielsen Norman Group, Apr 2018), and 74% of it goes to the first two screenfuls of content (Nielsen Norman Group, Apr 2018). More than 42% falls within the top fifth of a page (Nielsen Norman Group, Apr 2018).

Proof buyers trust is the other half, and reviews have the strongest evidence behind them.

• 85% of people say they have been convinced to buy a product or service by watching a video (Wyzowl, Dec 2025).
• 83% of video marketers say video has directly increased sales (Wyzowl, Dec 2025).
• Displaying reviews raised the conversion rate of a higher-priced product by 380%, against 190% for a lower-priced one (Spiegel Research Center, Jun 2017).
• Verified buyer badges on reviews improve the odds of purchase by 15% (Spiegel Research Center, Jun 2017).
• Purchase likelihood peaks when a product's average rating is between 4.2 and 4.5 stars, then drops as it approaches a perfect 5 (Spiegel Research Center, Apr 2021).
• 47% of consumers will not use a business that has fewer than 20 reviews (BrightLocal, Feb 2026).

High-intent pages such as comparisons, alternatives and pricing pages give that proof a place to live.

Review behaviour for local businesses, including Google Business Profile, is covered on the local SEO statistics page.

How often do A/B tests win?

Rarely, even at the best-run programmes. Most tests lose or change nothing.

• 33% of ideas tested at Microsoft succeeded (Kohavi et al., Aug 2022).
• At Bing, the success rate was 15% (Kohavi et al., Aug 2022).
• Booking.com, Google Ads and Netflix each report success rates of about 10% (Kohavi et al., Aug 2022).
• Airbnb Search had the lowest reported success rate, at 8% (Kohavi et al., Aug 2022).

Optimizely's customer data shows what separates the programmes that win.

• Each winning revenue-focused experiment adds an average 0.4% lift in digital revenue (Optimizely, Jul 2026).
• The median company runs 34 experiments a year, while the top 3% run more than 500 (Optimizely, Jul 2026).
• Reaching the top 10% for testing velocity takes around 200 tests a year (Optimizely, Jul 2026).
• A healthy programme reaches a clear win or loss on 35% to 40% of tests (Optimizely, Jul 2026).
• Experiments that meet Optimizely's setup-quality criteria win 58% of the time, against 35% for poorly set up ones (Optimizely, Jul 2026).
• 43% of tests target the bottom of the funnel, and only 4% test anything after the conversion (Optimizely, Jul 2026).
• Over 90% of experiments track one of five metrics: CTA clicks, pageviews, checkout, registration or add-to-cart (Optimizely, Jul 2026).
• "Clarify value" hypotheses make up over a quarter of experiments and win 41% of the time (Optimizely, Jul 2026).

Does personalization raise conversion rates?

Shoppers say they reward it and brands say it pays, but few programmes are set up to prove the return. Shoppers respond well when it works, and badly when it doesn't.

• 88% of consumers are more likely to buy when engagement is personalized in real time, but only 44% of brands say they deliver it (Twilio, Jun 2025).
• 71% of consumers abandon purchases when the experience falls flat (Twilio, Jun 2025).
• 61% of consumers do not believe brands use their data in their best interest (Twilio, Jun 2025).

On the brand side, many programmes still run without a shared audience strategy or clear KPIs.

• 75% of brands report increased customer spend from personalization (Twilio, Jun 2025).
• Audience-targeted experiments produce a 17.4% higher average test impact on the audiences they target (Optimizely, Jul 2026).
• Only 50% of ecommerce companies have dedicated personalization support (Dynamic Yield, Mar 2025).
• 67% of brands lack a single audience strategy across ideation, execution and analysis (Dynamic Yield, Mar 2025).
• Four in ten brands lack clear KPIs for their personalization efforts (Dynamic Yield, Mar 2025).
• 65% of brands say they draw insights from their test data (Dynamic Yield, Mar 2025).

Methodology and Sources

Every statistic on this page was traced to the organisation that produced it and checked against the live source page or report on 30 September 2026. Roundups and "statistics" pages that repeat other people's numbers were not used as sources. Vendor benchmarks (Dynamic Yield, Contentsquare, Unbounce, IRP Commerce, Optimizely, Ahrefs, WordStream, LocaliQ) describe each vendor's own customer base, so they are attributed by name and not blended. Foundational studies older than 2024 are kept where no newer primary research replaces them and are dated so you can judge them. The page is refreshed monthly. Fast-moving benchmarks such as AI referral traffic and monthly ecommerce conversion rates are updated first.

Sources

• Adobe, Q3 AI Traffic Trends Report
• Adobe, AI traffic grows but retail sites lag in AI search visibility
• Adobe, Holiday Shopping Season Drove a Record $257.8 Billion Online
• Ahrefs, Does AI Search Traffic Convert Better Than Traditional Search?
• Akamai, Online Retail Performance Report: Milliseconds Are Critical
• Baymard Institute, Cart Abandonment Rate Statistics
• Baymard Institute, Checkout Optimization: Minimize Form Fields
• BrightLocal, Local Consumer Review Survey 2026
• CDC, Disability Impacts All of Us
• Click-Away Pound, The Click-Away Pound Report 2019
• Contentsquare, 2026 Digital Experience Benchmark Report
• Contentsquare, Conversion benchmarks 2026
• Deloitte, Milliseconds Make Millions
• Dynamic Yield by Mastercard, eCommerce benchmarks
• Dynamic Yield by Mastercard, eCommerce conversion rate benchmarks by industry
• Dynamic Yield by Mastercard, The state of personalization maturity in e-commerce
• Google, New Industry Benchmarks for Mobile Page Speed
• HTTP Archive, Web Almanac 2025: Performance
• IRP Commerce, Ecommerce Market Data August 2026
• Kohavi, Deng and Vermeer, A/B Testing Intuition Busters (KDD 2022)
• LocaliQ, Facebook Advertising Benchmarks
• Nielsen Norman Group, Scrolling and Attention
• Optimizely, Lessons learned from 173K experiments
• Optimizely, Top 10 takeaways from running 127,000 experiments
• Portent, Site Speed is (Still) Impacting Your Conversion Rate
• Spiegel Research Center, How Online Reviews Influence Sales (report)
• Spiegel Research Center, How Online Reviews Influence Sales
• Spiegel Research Center, Star Ratings and Review Content
• Twilio, 2025 State of Customer Engagement Report
• Unbounce, Conversion Benchmark Report
• Unbounce, What is the average landing page conversion rate?
• web.dev, Vodafone case study
• web.dev, Rakuten 24 case study
• web.dev, The business impact of Core Web Vitals
• WebAIM, The WebAIM Million 2026
• WordStream, Google Ads Benchmarks 2026
• Wyzowl, Video Marketing Statistics 2026

Glossary

• CRO: conversion rate optimization, the practice of increasing the share of visitors who take a desired action.
• Conversion rate: conversions divided by sessions or visitors. Ecommerce benchmarks usually count orders per session, while landing page benchmarks count any conversion per visitor.
• AOV: average order value.
• CPA: cost per acquisition, the marketing cost of one sale or lead.
• A/B test: a controlled experiment that splits traffic between two or more versions of a page.
• Core Web Vitals: Google's three field metrics for loading (LCP), responsiveness (INP) and visual stability (CLS).
• LCP: Largest Contentful Paint, the time until the largest visible element renders.
• INP: Interaction to Next Paint, how quickly a page responds to clicks and taps.
• TBT: Total Blocking Time, lab measure of how long scripts block the main thread.
• WCAG: Web Content Accessibility Guidelines.
• AI referral traffic: visits that arrive by clicking a link in an AI assistant such as ChatGPT, Perplexity, Gemini or Copilot.