Average Conversion Rate by Industry
The median landing page converts at 6.6%. Organic search traffic averages 4.9%. Compare your industry below.
Why does SaaS show 7.9% and 3.8%? The first counts only visitors from Google (Ruler 2026); the second counts every visitor to a landing page (Unbounce 2024).
Updated: October 2026.
Average SEO & Organic Search Conversion Rates
Organic search traffic converts at 4.9% on average across 13 industries (110 million sessions): professional services 8.1%, software 7.9%, education 7.4%, legal 7.3%, finance 5.4%, real estate 2.4%, retail and ecommerce 2.0%, travel 1.8%. Source: Ruler Analytics, Conversion Rate Benchmarks 2026.
What is the average conversion rate for organic SEO traffic?
Organic search converts at 4.9% on average in Ruler Analytics' 2026 benchmark, from 8.1% for professional services to 2.0% for retail and ecommerce.
Published benchmarks with sources
- All industries: 6.6% median (Unbounce)
- SaaS: 3.8% (Unbounce)
- Ecommerce: 4.2%; food and beverage 7.1% (Unbounce)
- Education: 8.4% (Unbounce)
- Legal: 6.3% (Unbounce)
Last reviewed: October 2026.
How to use this benchmark
Divide conversions by visitors and multiply by 100, compare with pages that ask for the same action and get similar traffic, and fix the headline, call to action and mobile layout before buying more traffic.
Benchmarks
- SaaS — see CVR range, top goal and traffic mix. SaaS guide →
- E-commerce — see CVR range, top goal and traffic mix. E-commerce guide →
- Healthcare — see CVR range, top goal and traffic mix. Healthcare guide →
- Education — see CVR range, top goal and traffic mix. Education guide →
- Travel — see CVR range, top goal and traffic mix. Travel guide →
- Professional Services — see CVR range, top goal and traffic mix. Professional Services guide →
- Food & Beverage — see CVR range, top goal and traffic mix. Food & Beverage guide →
- Real Estate — see CVR range, top goal and traffic mix. Real Estate guide →