Funnel Conversion Rate Benchmarks: Landing Pages, Quizzes, Checkout and B2B Sales Stages
Funnel conversion benchmarks, in short: the median landing page converts 6.6% of visitors, according to Unbounce's analysis of more than 41,000 pages, with industry medians from 3.8% to 12.3%. Quizzes turn about 40% of the people who start them into leads (Interact), and about 70% of online shopping carts are abandoned (Baymard). Use these to find the weakest step in your own funnel, not as targets.
A funnel is a chain of steps, and its overall conversion rate is the product of each step's rate. That is why one weak step costs so much, and why benchmarks are most useful step by step. This guide gives the published figures for landing pages, quizzes, checkout and B2B sales stages, explains how each was measured, and shows how to calculate your own funnel's numbers.
Key takeaways
- Landing pages: 6.6% median conversion rate across 41,000+ pages (Unbounce).
- Industry spread: medians run from 3.8% to 12.3% across nine industries.
- Quizzes: 40.1% of people who start a quiz leave their details; 65% finish it (Interact).
- Checkout: 70.22% average cart abandonment across 50 studies (Baymard).
- B2B stages vary widely by industry and by how a lead is defined; set your own baseline first.
- Multiply the steps: a funnel converting 6.6%, then 20%, then 25% turns 1,000 visitors into about 3 customers.
What is a good landing page conversion rate?
Around 6.6% is the median, so a page converting more than that is doing better than half the pages in Unbounce's study. Unbounce analysed more than 41,000 landing pages, 464 million visitors and 57 million conversions, where a conversion is the page's goal: a form fill, sign-up or click to buy.
| Benchmark | Figure | Notes |
|---|---|---|
| Median landing page conversion rate | 6.6% | All industries |
| Lowest industry median | 3.8% | Unbounce's nine industries |
| Highest industry median | 12.3% | Unbounce's nine industries |
| Industries covered | 9 | Including professional services, ecommerce, SaaS, legal, health, education, finance, travel and entertainment |
What the page asks for matters more than the industry. A page asking for a free guide will convert far more visitors than one asking for a sales call, so compare pages with the same kind of goal. Our guide to building a landing page that converts covers the structure, and A/B testing with low traffic explains how to improve a page when you only get a few hundred visitors a month.
What conversion rate should a quiz funnel get?
Interact's quiz data puts the average start-to-lead rate at 40.1%: of the people who start a quiz, about four in ten submit their contact details. 65% finish the quiz. Interact does not publish how many page visitors start a quiz in the first place.
| Quiz type (Interact) | Start to lead | Start to finish |
|---|---|---|
| All quizzes | 40.1% | 65% |
| Coaching | 44.9% | 59.1% |
| Service providers | 42.2% | 47.3% |
| Ecommerce | 37.6% | 55.5% |
The rate depends heavily on where you ask for the email and whether the result is worth having; see our quiz funnel guide.
What share of online checkouts are abandoned?
About 70%. Baymard Institute's average of 50 studies puts the documented online cart abandonment rate at 70.22%. In Baymard's own survey, the most common reason, after excluding people who were just browsing, was extra costs such as shipping, taxes and fees, given by 40% of shoppers.
Many abandoned carts are people comparing or saving items for later, which no checkout will fix. The part you can fix is the surprise: show shipping and fees before the last step, and don't force account creation.
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What are typical B2B sales funnel conversion rates?
Published B2B stage rates vary so much by industry and definition that they are best used as a rough check. One of the few detailed datasets is First Page Sage's, built from its own and its clients' data from 2017 to 2025 (about 65% B2B, not a random sample). Its stage definitions are on its page: for example, a sales-qualified lead is a marketing-qualified lead that has received pricing or been qualified by sales.
| Industry (First Page Sage) | Lead to MQL | MQL to SQL | SQL to opportunity | Opportunity to won |
|---|---|---|---|---|
| B2B SaaS | 39% | 38% | 42% | 37% |
| IT and managed services | 19% | 38% | 41% | 46% |
| Legal | 32% | 35% | 48% | 46% |
| Real estate | 27% | 33% | 40% | 53% |
| HVAC | 42% | 51% | 55% | 49% |
Definitions change the answer. In a separate First Page Sage report that counts a lead as sales-qualified only once a meeting is booked, MQL-to-SQL for B2B SaaS is 13%, not 38%. Decide your own stage definitions first; our guide to pipeline stages and exit criteria shows how.
How do you calculate your funnel's conversion rate?
Divide the number of people who complete each step by the number who reached it, then multiply the step rates for the whole funnel. A worked example for a service business:
| Step | People | Step conversion rate |
|---|---|---|
| Landing page visitors | 1,000 | — |
| Leads (form filled) | 66 | 6.6% |
| Booked calls | 13 | About 20% of leads |
| Customers | 3 | About 25% of calls |
| Whole funnel | 3 of 1,000 | About 0.3% |
The example uses the landing page median and simple round numbers for the later steps; replace them with your own. The point is the arithmetic: improving the landing page from 6.6% to 9.9% lifts the whole funnel by half, and so does improving call bookings from 20% to 30%. Fix the step that is furthest below its benchmark or below your own past results first. What a sales funnel is covers how to find the leaky step, and cost per lead shows what each step costs when the traffic is paid.
How do you improve a landing page below the median?
Start with the changes that remove friction or confusion, because they help on any traffic level; test the subtler ones only once you have enough visitors to measure them.
- Match the message: the headline should repeat the promise of the ad, email or post that brought the visitor.
- One goal: remove navigation and second offers, so the only thing to do is the thing you want.
- Shorter forms: ask only for what you need at this step; qualify later in the follow-up.
- Proof near the button: a real customer quote or result, approved by the customer.
- Speed and mobile: check the page loads quickly and the form is easy to fill on a phone.
- A clear next step: say what happens after they submit, such as an email with the guide or a call within a day.
Why might your numbers look different from the benchmarks?
- Traffic source: visitors from a referral or an email convert far better than cold ad traffic.
- The ask: a free download converts more than a demo request or a purchase.
- Small samples: with a few hundred visitors, one or two conversions move the rate by a whole point.
- Tracking: forms, bookings and sales recorded in different tools often don't add up; one record per contact fixes that.
- Definitions: what counts as a lead or a qualified lead changes every later rate.
How Scalry handles this
In Scalry, funnels and landing pages, forms, booking pages and the pipeline share one contact record, so the steps in the table above can be counted from the same data instead of three tools. Funnel pages support split tests and keep UTM parameters, leads are captured into the CRM, and deals move through stages with a recorded history. Scalry does not host webinars or run an online store checkout, so those steps need another tool. More guides are in the marketing automation and funnels hub.
Sources, checked on 26 October 2026: Unbounce Conversion Benchmark Report (41,000+ landing pages, 464 million+ visitors); Interact quiz conversion rate report (updated September 2026); Baymard Institute cart abandonment rate (50 studies, updated September 2025); First Page Sage sales funnel conversion benchmarks (agency client data, 2017 to 2025).
Frequently asked questions
What is a good landing page conversion rate?
Above 6.6%, the median across more than 41,000 landing pages in Unbounce's benchmark report. Industry medians range from 3.8% to 12.3%, and pages asking for a free resource convert more than those asking for a call or a purchase.
What is a good sales funnel conversion rate?
There is no single figure, because it depends on the number of steps and how you define a lead. Benchmark each step instead: about 6.6% for a landing page, then your own rates for calls booked and deals won.
What is the average cart abandonment rate?
70.22%, Baymard Institute's average across 50 studies. Extra costs shown late in checkout are the most common fixable reason.
What conversion rate does a quiz funnel get?
In Interact's data, 40.1% of people who start a quiz submit their contact details and 65% finish it.
How do I calculate funnel conversion rate?
Divide the people who completed each step by those who reached it, then multiply the step rates. For the whole funnel, divide customers by visitors at the top.
To track every funnel step against one contact record, see Scalry's funnel builder.
Write down your visitors, leads, booked calls and customers for last month, work out each step's rate, and fix the weakest one first. You can rebuild one real campaign inside Scalry before moving anything else.
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