Understanding Industry Benchmarks

Follow

While logged into the Unbounce platform, you may notice some nifty icons towards the right-hand side of your landing page list:

Annotated screenshot of All Pages screen with Industry Benchmarks higlighted towards right-hand side of page.

Or, in the Reporting tab, you might see some information about your how your page conversion rate or readability stacks up against your competition:

Dashboard overview of Industry Benchmarks for a landing page

These are Industry Benchmarks. Using AI and historical conversion data, these insights let you know how your landing page is performing compared to other pages within your industry—and make recommendations for how to improve.

What are Industry Benchmarks?

It can be tricky to gauge which landing pages are performing well and which pages you can improve on.

Industry-based insights leverages the same data set used to create our Conversion Benchmark Report to highlight pages with the highest opportunity to improve.

We then compare the conversion rate of your landing page against the median conversion rate for the industry coinciding with the content of your landing page.

Then, these insights will usually provide a ranking score including suggestions on how to improve the page.

Industry Benchmarks within 'All Pages'

This section will cover how to understand and implement the suggestions offered by Industry Benchmarks within the All Pages view.

  1. Log into the Unbounce platform.
  2. From the All Pages screen, locate any pages flagged with the Industry Benchmarking rating scale:
    Annotated image of single landing page highlighted in red box.

Not seeing any Industry Benchmarks for your pages? See the FAQ at the bottom of this article to learn why.

Low, Medium, or High Page Rankings

On the right-hand side of pages flagged with Industry Benchmarks, you’ll notice three color-coded dashes: Low, Medium, or High.

These dashes signal a score or ranking of the page based on

  • The number of conversions the page has generated so far, and
  • The industry that relates to the landing page.
    • Some examples are real estate, catering and restaurants, SaaS, etc.

If you notice that the insights tagged your landing page with the wrong industry, you can update it by:

  1. Clicking the highlighted industry name next to your landing page. A pop-up will appear.
  2. From the Industry Name drop-down menu, select the industry that applies to your landing page's content and purpose:
    Gif demo of a user clicking the Industry name and selecting a new industry from the drop-down menu that appears.

You may notice that the ranking will change; if not, you can take strides to make these improvements.

Opportunities to Improve

You will want to focus time on improving landing pages with Low or Medium ranks as these Insights provide.

  1. For any landing page listed with a Low or Medium ranking, click the dark blue drop-down arrow next to the rating.
  2. A content box will appear, with details and descriptions on an Opportunity to improve:
    Annotated image highlighting the 'Opportunity to improve'section of the landing page.

Depending on the suggestions, you can make changes to your landing page, such as updating the content, increasing or reducing the word count, etc.

  1. Click the Find out more button from the content box to investigate these suggestions further. Here’s an example:
    • For one of these pages, the suggestion is to reduce the word count.

      After clicking the Find out more button, the page's Page Overview will appear, with more details, such as an average word count for other landing pages relating to this industry:
      A slide-out panel within the Page Overview detailing page improvement opportunities

Industry Benchmarks within 'Reporting'

This section explains how to find and interpret Industry Benchmarks within your landing page Reporting tab. 

  1. Log into the Unbounce platform.
  2. From the All Pages screen, click on any page that has both been assigned an industry and has had more than 100 visitors.
  3. Click the Reporting tab.

In the Industry Benchmarks section, you'll see:

  • Your landing page's assigned industry (e.g., ecommerce, real estate, etc.).
  • Your page conversion rate, along with the median conversion rate for your assigned industry.
  • Your page reading difficulty and word count, along with the recommended reading difficulty range and word count for your assigned industry.

Overview of Industry Benchmarks Reporting dashboard

Relative Performance and Color Ranges

As with Industry Benchmarks in the All Pages view, the insights within Reporting are often color-coded to reflect how your landing page is performing relative to other pages in your industry. 

For conversion rate benchmarks, you’ll see one of three colors corresponding with your page performance relative to others in your industry:

  • Red: This indicates that your conversion rate is in the lowest 30% of all pages within your industry, suggesting below-average performance.
  • Yellow: This indicates that your conversion rate is between 30% and 70% of all pages within your industry, suggesting average performance.
  • Green: This indicates that your conversion rate is in the highest 30% of all pages within your industry, suggesting above-average performance.

Example: Your conversion rate exceeds the industry median rate and shows as yellow. This indicates that—although you’re outperforming the median—your page is still not in the top 30% of highest-converting pages in your industry.

For reading difficulty benchmarks, you’ll see one of three colors corresponding with how your page falls on a reading difficulty scale:

  • Red: This indicates that your reading difficulty falls two reading difficulty levels outside of the recommended range for the top-performing pages in your industry.  
  • Yellow: This indicates that your reading difficulty falls one reading difficulty level outside of the recommended range for the top-performing pages in your industry.  
  • Green: This indicates that your reading difficulty is within the recommended range for the top-performing pages in your industry.  

Diagram showcasing the reading difficulty scale

Example: Your reading difficulty is ‘Fairly Difficult’ but shows as green. This indicates that—although your content is somewhat complex—your page reading difficulty is still within the recommended range for your industry.

With this information, you’ll know how your landing page is performing against the median conversion rate for your industry—and with recommendations to improve readability, you can make adjustments to increase your conversions.

Frequently Asked Questions

Why don’t I see Industry Benchmarks for my landing pages?

Our AI needs some basic information (and a little bit of time) to understand how your landing pages are performing and to offer recommendations. 

Generally, you can expect to see Industry Benchmarks for your page once the following conditions are met:

How do I change my landing page's assigned industry?

Based on the content of your landing page and other contextual inputs, Unbounce will automatically assign your page to an industry—but we don’t always get it right.

To change the assigned industry of your page:

  1. Log into the Unbounce platform. 
  2. From the All Pages screen, locate any pages flagged with the Industry Benchmarking rating scale.
  3. Click the rating scale.
  4. From the Industry Name drop-down menu, select the industry that applies to your landing page's content and purpose.