What is the average landing page conversion score?

Across the 411 pages we analyzed, the average score was 66.6 out of 100 (median 67), on a 12-dimension conversion rubric. Scores ranged from 42 to 91. Most pages clustered in the 60-74 band — competent but leaking — rather than either broken or excellent.

What is the most common landing page mistake?

A weak or generic value proposition: 51% of pages were flagged for it. A close second is basic clarity — 46% of pages didn't make it obvious what the page even is within the first few seconds. These two "first four seconds" problems, not design or speed, are what cost the most conversions.

Which industries have the worst landing pages?

In our sample, E-commerce scored lowest (62 average), followed by AI (63.6) and Productivity (64.1). Travel scored highest (71.6). Lower-scoring categories tend to lean on category-name headlines and product-grid heroes instead of a single clear promise.

How was this data collected?

We scored 411 publicly-accessible landing and marketing pages from 20 categories on the Landing Doctor 12-dimension rubric (clarity, value proposition, CTA, trust, social proof, objections, and more — see our methodology). Scores reflect the page as analyzed, not the company. It's a large curated sample, not a random sample of the whole web.

Original data · 2026

The State of Landing Page Conversion 2026

We ran 411 well-known landing pages — across 20 industries — through the same 12-dimension conversion diagnostic. The average scored 66.6/100. 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.

411

pages analyzed

66.6

average score /100

51%

weak or generic value proposition

162

critical problems found

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.

51%

Weak or generic value proposition — and it was critical on 59 of them.

46%

Unclear what the page is

Most pages aren't broken — they're leaking

Only 3 of 411 pages scored below 45. The bulk sit in the competent-but-leaking middle — the exact range where small, specific fixes move revenue the most.

Broken (under 45)

Weak (45–59)

103

Leaking (60–74)

213

Strong (75+)

Average score by industry

E-commerce scored lowest (62); Travel highest (71.6). Lower-scoring categories lean hardest on category-name headlines and product-grid heroes over a single clear promise.

E-commerce

n=77

n=34

63.6

Productivity

n=35

64.1

Website builders

n=14

64.8

Marketing SaaS

n=37

66.3

Infrastructure

n=9

66.4

Wellness

n=7

66.7

Fintech

n=25

67.4

Database

n=14

67.6

Email API

n=4

68.3

Food & beverage

n=18

Scheduling

n=6

69.3

Creator tools

n=35

69.5

Developer tools

n=16

69.8

Consumer goods

n=20

69.8

Analytics

n=16

70.4

DevOps

n=11

70.7

Auth

n=10

70.7

Fitness

n=10

71.2

Travel

n=13

71.6

The 8 problems that show up most

Share of the 411 pages flagged for each, most common first.

Weak or generic value proposition

51%

Unclear what the page is

46%

Unaddressed objections

33%

Missing trust signals

30%

No or weak social proof

29%

Vague, non-specific offer

22%

No single, obvious call-to-action

19%

Claims without proof

14%

How we measured

We scored 411 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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