934 out of 1,000 visitors leave a typical landing page without getting in touch

Most visitors to a page leave without filling in the form, calling or booking. That is normal, and a benchmark shows how normal.

What the benchmark says

Unbounce studied 41,000 landing pages in the fourth quarter of 2024: 464 million visits and 57 million conversions. The median conversion rate across industries was 6.6%. On 1,000 visitors, that is 66 who convert and 934 who leave.

Why visitors leave

Some are not ready, some came by mistake, some compare several offers. But a share of them leave because of an unanswered question: the price, a delay, whether you cover their area. A form does not answer that question; it asks them to wait.

Give the hesitant a quicker path

• Answer the objections on the page: prices, delays and area served, in plain words.
• Offer a low-effort next step: a question in a chat is easier than a form with eight fields.
• Measure it separately: count chat leads apart from form leads, so you know what the chat really adds.

Even a single percentage point matters: on 1,000 visitors, it is 10 extra leads.