Your accounts want consumers to visit their websites. A properly designed landing page will drive visitors to take the next step and increase website conversions. Help your accounts define their conversion objectives and understand how they rank against competitors by sharing important data from AudienceSCAN and Unbounce.

What is Conversion Rate Optimization?

In the era of digital marketing and constant measurement, your accounts want to know that their investments are paying off. They’re using a variety of advertising and marketing tactics to reach their target audience, sending them to their landing pages in hopes of optimizing website conversions.

According to the latest AudienceSCAN data, powered by AdMall, 38% of consumers visited a website after seeing an ad. This is a huge opportunity for your accounts to make a great impression. When they maximize the number of people who fill out a form or buy a product, they are optimizing their conversion rates.

What is a Good Conversion Rate?

Unbounce’s new study helps marketers understand how their website conversations compare to others. Unbounce analysts researched thousands of actions to learn which industries have the highest conversion rates. 

The overall median conversion rate is 6.6%.

Here are the median conversion rates for specific industries:

• SaaS 3.8%
• Health and wellness 5.1%
• Professional services 6.1%
• Education 8.4%
• Events/​entertainment 12.3%

How Do Conversion Rates Vary by Media Source

Unbounce analysts also report significant variability by media channel. These details are important as your accounts determine their media mix. They’ll be asking how much of their ad budget they should allocate to display versus paid social for email when they are driving traffic to their landing page.

While paid social has its place in an ad campaign and typically delivers a conversion rate of 12%, your accounts should know that email drives better: a 19.3% conversion rate.

The email data points are understandable. Marketers have earned enough customer trust to obtain their email address. This means consumers are already in the purchase funnel and clearly interested in at least some of the products or services being sold.

More About Paid Search

Remind your accounts that paid search typically results in a 10.9% conversion rate when visitors reach the website. Google-​driven searches do even better. That conversion rate is 11.3%.

More About Paid Social

Paid social posts also result in wide conversion variation. For example, Snapchat drives a 1.6% conversion rate on a website’s landing page. For Facebook (13%) and Instagram (17.9%), the rates are much higher.

How Do Platforms Perform for Conversions?

Are you still emphasizing the desktop-​first mindset for your accounts when it comes to landing pages? That could be a strategic mistake when it comes to website conversions. Mobile traffic far exceeds desktop. Unbounce numbers reveal an 83% traffic level for mobile versus 17% for desktop. For every five visitors to your account’s landing page, mobile is the origin. And desktop only drives one visitor, for comparison purposes.

It’s also interesting that mobile conversion amounts to 11.2% while desktop conversions are 12%. However, this data doesn’t hold true for every industry.

One way to understand how well a prospect’s website is optimized is to run a Digital Audit on AdMall. With this tool, you’ll see scores that compare desktop speed to mobile speed. In addition, the report generates a mobile-​friendly check.

Conversion Types

It’s important for your accounts to know the kinds of conversions happening on their site. A form fill is far different from a click-​through. A form fill signifies interest as the person is parting with personal information in order to obtain something they want. This activity marks the entrance into the sales funnel.

In general, form fill conversions happen by industry as follows:

• SaaS 10.7%
• Health and wellness 13%
• Financial services 23.4%

These form-​fill rates could be higher if your accounts set up appealing landing pages for their target audience. What does that mean? Simply put, keep things simple. For the most part, consumers don’t want to see:

• Too many words
• Words with three or more syllables
• A page filled with text

The industry vertical matters, of course. For example, for the SaaS vertical, Unbounce reports that pages with “between 250 and 725 words” convert the best.

Your accounts can also increase form fills by offering something the target audience wants. Over 52% of white paper downloaders will share their contact information with a vendor in exchange for primary research that is relevant to their business. (B2B BuyerSCAN. 2025. AdMall.)

Review this data with your accounts and develop a plan for increasing website conversions.