A benchmark is context.
Your baseline is the starting point.

Compare like with like.

A landing-page conversion can mean a form submission or another defined action. It is not necessarily a purchase. Compare the same conversion event, audience, channel, device, and funnel stage before drawing conclusions.

How to use this reference

Use the outside number to frame a question. Then establish your own recent baseline, check tracking quality, and investigate where your highest-value visitors lose momentum.

Source: Unbounce 2024 Conversion Benchmark Report ↗. Source checked 17 September 2026. This is a curated reference, not a Wavesy industry survey.