Online conversion rates of e-commerce sites were the highest in the beauty & skincare sector, at ***** percent in the first quarter of 2025. Food & beverage followed, with a *** percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at *** percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than ** percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

Here you'll find the average landing page conversion rate, based on the subscription rate, broken down by industries. Using this data, you can see how your landing pages perform compared to others in your sector. As you'll see from the table, the numbers vary significantly. That's because the nature of communication is different for each sector. In some industries, marketers use various opt-in incentives (lead magnets), like discount codes, coupons, or giveaways, and therefore can boost their conversion rates. In others, like nonprofits, this approach is less common and may not be appropriate.

In this table, you’ll see the average landing page conversions based on the subscription rate they generated across industries.

Introduction

Landing Page Statistics: Landing pages are dedicated web pages designed to convert visitors into leads or customers by focusing on a single, clear call to action. In 2024, the median landing page conversion rate across industries is 6.6%, with top-performing pages exceeding 20%. Email-driven traffic achieves the highest average conversion rate at 19.3%, outperforming paid search (10.9%) and paid social (12%).

Mobile devices account for 82.9% of landing page traffic, yet desktop users exhibit a higher average conversion rate of 12.1% compared to 11.2% for mobile users. Speed is crucial; a one-second delay in page load time can reduce conversions by 7%. Incorporating videos can boost conversions by 86%, and personalized landing pages can convert 202% better than generic ones.

Design elements significantly impact performance. Landing pages with five or fewer form fields convert 120% better than those with more fields. Pages with a single, clear call to action achieve a 13.5% conversion rate, compared to 11.9% for pages with multiple CTAs. Additionally, 38.6% of marketers report that videos enhance landing page conversion rates more than any other element.

Let us check out some of the Landing page statistics concerning landing page performance and the secrets of landing page success.

Online shopping conversion rates for health and beauty products stood just below *** percent from the first quarter of 2023 to the fourth quarter of 2024. In the fourth quarter of 2024, the conversion rate was at *** percent.

During the first quarter of 2025, *** percent of visits to e-commerce websites in the UK converted to purchases. In Switzerland, online shopper conversion rates stood at *** percent. Mobile takes over e-shopping Online shopping has long since established itself as an everyday activity of online life – this holds for both desktop and mobile. As of the fourth quarter of 2024, more than three-quarters of retail site visits worldwide came from smartphones and generated about two-thirds of online shopping orders. Based on mobile retail performance growth, it is only a matter of time before mobile overtakes desktop in revenue generation.

Context

An education company named X Education sells online courses to industry professionals. On any given day, many professionals who are interested in the courses land on their website and browse for courses.

The company markets its courses on several websites and search engines like Google. Once these people land on the website, they might browse the courses or fill up a form for the course or watch some videos. When these people fill up a form providing their email address or phone number, they are classified to be a lead. Moreover, the company also gets leads through past referrals. Once these leads are acquired, employees from the sales team start making calls, writing emails, etc. Through this process, some of the leads get converted while most do not. The typical lead conversion rate at X education is around 30%.

Now, although X Education gets a lot of leads, its lead conversion rate is very poor. For example, if, say, they acquire 100 leads in a day, only about 30 of them are converted. To make this process more efficient, the company wishes to identify the most potential leads, also known as ‘Hot Leads’. If they successfully identify this set of leads, the lead conversion rate should go up as the sales team will now be focusing more on communicating with the potential leads rather than making calls to everyone.

There are a lot of leads generated in the initial stage (top) but only a few of them come out as paying customers from the bottom. In the middle stage, you need to nurture the potential leads well (i.e. educating the leads about the product, constantly communicating, etc. ) in order to get a higher lead conversion.

X Education wants to select the most promising leads, i.e. the leads that are most likely to convert into paying customers. The company requires you to build a model wherein you need to assign a lead score to each of the leads such that the customers with higher lead score h have a higher conversion chance and the customers with lower lead score have a lower conversion chance. The CEO, in particular, has given a ballpark of the target lead conversion rate to be around 80%.

Content

Variables Description * Prospect ID - A unique ID with which the customer is identified. * Lead Number - A lead number assigned to each lead procured. * Lead Origin - The origin identifier with which the customer was identified to be a lead. Includes API, Landing Page Submission, etc. * Lead Source - The source of the lead. Includes Google, Organic Search, Olark Chat, etc. * Do Not Email -An indicator variable selected by the customer wherein they select whether of not they want to be emailed about the course or not. * Do Not Call - An indicator variable selected by the customer wherein they select whether of not they want to be called about the course or not. * Converted - The target variable. Indicates whether a lead has been successfully converted or not. * TotalVisits - The total number of visits made by the customer on the website. * Total Time Spent on Website - The total time spent by the customer on the website. * Page Views Per Visit - Average number of pages on the website viewed during the visits. * Last Activity - Last activity performed by the customer. Includes Email Opened, Olark Chat Conversation, etc. * Country - The country of the customer. * Specialization - The industry domain in which the customer worked before. Includes the level 'Select Specialization' which means the customer had not selected this option while filling the form. * How did you hear about X Education - The source from which the customer heard about X Education. * What is your current occupation - Indicates whether the customer is a student, umemployed or employed. * What matters most to you in choosing this course An option selected by the customer - indicating what is their main motto behind doing this course. * Search - Indicating whether the customer had seen the ad in any of the listed items. * Magazine
* Newspaper Article * X Education Forums
* Newspaper * Digital Advertisement * Through Recommendations - Indicates whether the customer came in through recommendations. * Receive More Updates About Our Courses - Indicates whether the customer chose to receive more updates about the courses. * Tags - Tags assigned to customers indicating the current status of the lead. * Lead Quality - Indicates the quality of lead based on the data and intuition the employee who has been assigned to the lead. * Update me on Supply Chain Content - Indicates whether the customer wants updates on the Supply Chain Content. * Get updates on DM Content - Indicates whether the customer wants updates on the DM Content. * Lead Profile - A lead level assigned to each customer based on their profile. * City - The city of the customer. * Asymmetric Activity Index - An index and score assigned to each customer based on their activity and their profile * Asymmetric Profile Index * Asymmetric Activity Score * Asymmetric Profile Score
* I agree to pay the amount through cheque - Indicates whether the customer has agreed to pay the amount through cheque or not. * a free copy of Mastering The Interview - Indicates whether the customer wants a free copy of 'Mastering the Interview' or not. * Last Notable Activity - The last notable activity performed by the student.

Acknowledgements

UpGrad Case Study

Inspiration

Your data will be in front of the world's largest data science community. What questions do you want to see answered?

Below you’ll find out how popular the use of confirmed opt-in is in different industries.

In this table, we’re looking at whether adding video content (including links to your video hosting platforms) could help you boost your engagement metrics, primarily the average click-th rough and click-to-open rates.

Unlock the potential of your funding business with our exclusive merchant cash advance (MCA) leads. Our leads consist of business owners actively seeking additional funds to support and grow their operations. These businesses maintain a consistent flow of credit card sales and receivables, making them ideal candidates for merchant cash advances. We drive traffic to our dedicated MCA landing page through strategic pay-per-click (PPC) advertising, social media campaigns, and targeted email outreach. When prospects fill out our comprehensive long-form application, they provide valuable information that transforms them into potential clients for your sales team to convert.

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Transform Your Business with Quality Leads

By investing in our aged MCA leads, you empower your business to connect with motivated prospects actively seeking funding. Our leads are not just data points; they represent opportunities for growth and success. With our targeted approach and comprehensive data solutions, you can enhance your marketing strategies and drive revenue growth.

At McGRAW, we specialize in providing 1.6 million top-notch, competitively-priced home warranty leads that connect home warranty providers with homeowners eager to explore warranty products. Our leads are designed to enhance your conversion rates and drive significant growth in your home warranty sales. We utilize a targeted marketing strategy that focuses on homeowners actively seeking home warranty solutions, ensuring that you receive high-quality leads.

We drive traffic to a dedicated, stand-alone home warranty page using a combination of PPC, social media advertising, and email campaigns, effectively reaching consumers who are in the market for home warranty options.

Our real-time home warranty leads offer immediate access to motivated homeowners who are eager to learn more about home warranty solutions. These leads are generated through a dynamic and effective marketing strategy, ensuring that you connect with individuals who are actively seeking information and are ready to engage in real-time discussions about home warranties.

Features of Our Real-Time Home Warranty Leads:

• Each opt-in lead is generated with a specific focus on home warranty interests.
• Our home warranty leads are actively searching for home warranty products.
• Long-form, form-filled (10+ fields) helps your company gain comprehensive insights into each lead to tailor your outreach.
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• Various delivery methods to receive leads through your preferred channels for convenience.
• Choose between exclusive leads for focused outreach or shared positions for broader reach.
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• Ensure your outreach adheres to all regulatory requirements with trusted forms available.
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Alternatively, our aged home warranty leads represent a highly valuable marketing opportunity, coming from consumers who have previously shown interest in home warranty solutions. These leads are closer to making a purchasing decision, making them an excellent choice for cost-effective communication with seniors 65 and older who are already familiar with the concept of home warranties.

Features of Our Aged Home Warranty Leads:

• Opt-ins specifically for home warranty provides each lead reflects a previous interest in home warranty solutions.
• Long-form, form-filled (10+ fields) with detailed information is provided to assist with personalized marketing efforts.
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• Large quantities and scalability that we can provide a high volume of leads to meet your business needs.
• Choose from various age brackets to target specific demographics.
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Why Our Home Warranty Leads Stand Out?

At McGRAW, our opt-in home warranty leads are top-tier, stand-alone, form-fill leads designed to connect you with high-intent consumers actively seeking home improvement solutions. Our leads are generated through a robust marketing strategy that leverages paid search ads, remarketing efforts, and a dedicated landing page. This comprehensive approach ensures you receive only the most qualified prospects.

• Top-Quality, Non-Incentivized Leads: Engage with consumers who are genuinely interested in home warranty products.
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By choosing McGRAW for your home warranty leads, you gain access to a steady stream of qualified, motivated consumers eager to learn more about your offerings. Our comprehensive data solutions, combined with proven marketing tactics, empower you to achieve your sales goals efficiently. Trust McGRAW to enhance your outreach and drive successful campaigns year-round.

Here, we’ve gathered email marketing benchmarks by industry. You can see how your average email open, click-through, click-to-open, unsubscribe, and spam complaint rates compare against other companies in your industry.

What’s the right email frequency? What’s the potential increase in the number of conversions your email campaigns generate if you add an extra message to your schedule? The data in this table should help you find the right answers.

A comprehensive dataset providing key insights into the eCommerce industry, including global retail online sales projections, number of eCommerce stores, digital buyer statistics, revenue growth in the United States, sector-wise revenue details with a focus on consumer electronics, average conversion rates, and mobile commerce sales forecasts.

In 2024, next to an add-to-cart rate of 10.5%, a cart abandonment rate of 79.3%, and a conversion rate of 2.2%, the eCommerce Benchmark KPIs for Fashion in India also consist of an AOV of US$62.9, a discount rate of 20.5%, and a return rate of 16.9%.

Here, we’re looking at other elements that may play a role in how you run your email marketing campaigns and the average metrics you could expect.

In 2024, next to an add-to-cart rate of 9.4%, a cart abandonment rate of 74.9%, and a conversion rate of 2.4%, the eCommerce Benchmark KPIs in Pakistan also consist of an AOV of US$63.2, a discount rate of 16.1%, and a return rate of 5.1%.

What are the average email marketing results in different countries? Here’s what we’ve found.

During a 2025 global survey, approximately 48 percent of responding business-to-consumer (B2C) marketers said Facebook was the most important social media platform. Among business-to-business (B2B) professionals, LinkedIn ranked first, selected by 53 percent. According to the same study, YouTube and LinkedIn were the social media in which most global marketers planned to increase their investments throughout that year.

How many emails should you put into your autoresponder cycle? We’ve analyzed how the average engagement metrics change depending on the number of emails our customers used in their autoresp onder cycles.