Benchmarks from 48 growth marketers worldwide, comparing 2025 and 2026 — conversion rates, tactics, and what actually moves the needle.
2026 shows steady, broad-based improvement in landing page performance. Average conversion rose from 6.41% to 7.20%, and the share of marketers reporting year-over-year gains climbed from 35.94% to 43.49% — optimization practices are maturing across the industry.
The biggest levers are structural: removing navigation (+288%), personalizing CTAs (+218%), and continuously optimizing pages (+212%) deliver the largest uplifts. The takeaway for 2026 — focused, continuously optimized, personalized landing pages dramatically outperform generic, static alternatives, and the gap is widening.
Where conversion rates stand in 2026.
Marketers are getting measurably better at converting visitors year over year. Pages converting below ~7% now sit under the industry average.
Mobile improved modestly but continues to lag well behind desktop — mobile experience optimization remains one of the industry's biggest untapped opportunities.
Desktop remains the strongest-converting device category, outperforming mobile by nearly 3 percentage points — roughly a 66% higher conversion rate.
The best pages now convert at more than 3.5 times the industry average — showing just how much headroom exists for well-optimized pages.
Google Ads slipped year over year but still converts well above the all-page average, reflecting the high-intent nature of paid search traffic.
What optimization tooling returns.
The growing gap suggests these platforms are becoming more effective — and that the cost of not using one is increasing.
More marketers are winning at conversion optimization, though the majority still are not seeing gains — the discipline remains competitive and technique-dependent.
Essentially flat year over year — but returns of well over 2x keep the investment case for optimization tooling as strong as ever.
The fastest-growing levers in the survey.
One of the largest single-tactic gains in the survey — arguably the highest-impact quick win available to marketers.
As AI tooling matures, its measurable impact is growing — quickly becoming a mainstream part of the optimization toolkit rather than an experiment.
Friction is still the clearest conversion killer.
Short forms continue to convert at roughly 1.5 times the overall landing page average, reinforcing the value of minimizing friction.
Compared with 3-field forms, that is more than a threefold drop in conversion — form length is one of the clearest and most consistent friction factors in the survey.
The structural changes that move the needle most.
The single largest uplift measured in the survey — reducing exit paths and keeping visitors focused on one action is the most powerful structural change available.
Video nearly doubles conversion on average, making it one of the most reliable content-level improvements a marketer can make.
A dependable, low-effort best practice — delivering a consistent ~20% lift year after year.
Sending campaign traffic to purpose-built pages rather than general product pages roughly triples performance — and the advantage is growing.
Optimization is not a one-time project: pages that are regularly tested and refined convert at roughly three times the rate of pages left untouched.
Report compiled from the 2026 Growth Marketer Survey (n = 48, global sample). All figures are survey averages comparing 2025 and 2026 results.