The State of Landing Page Conversion 2026
We ran 441 well-known landing pages — across 20 industries — through the same 12-dimension conversion diagnostic. The average scored 66.2/100. The striking part isn't that pages are bad — most aren't. It's that the same two mistakes quietly broke nearly half of them.
Almost every page loses people in the first four seconds
The two most-flagged problems weren't design, speed, or mobile. They were the two questions a visitor asks before anything else — what is this, and why is it better than what I already do.
Most pages aren't broken — they're leaking
Only 3 of 441 pages scored below 45. The bulk sit in the competent-but-leaking middle — the exact range where small, specific fixes move revenue the most.
Average score by industry
E-commerce scored lowest (61.9); Travel highest (71.6). Lower-scoring categories lean hardest on category-name headlines and product-grid heroes over a single clear promise.
The 8 problems that show up most
Share of the 441 pages flagged for each, most common first.
How we measured
We scored 441 publicly-accessible landing and marketing pages from 20 categories on the Landing Doctor 12-dimension rubric. Scores reflect the page as analyzed at audit time, not the company or product — strong companies routinely have suboptimal pages, which is exactly the gap a conversion diagnostic surfaces. This is a large curated sample across well-known brands, not a random sample of the entire web. See the individual teardowns for the page-by-page analysis behind these numbers.
Where does your page score?
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