Sales Funnel Metrics and Benchmarks: What Good Looks Like, With Sources and Dates

Define the metric before you compare it

Every rate is a numerator over a denominator. Two sources can both report a “webinar conversion rate” and mean entirely different things: registrants who attended, attendees who bought, or visitors who registered. Before comparing your number with any benchmark, write down what you're dividing by what.

Landing pages: Unbounce 2024

The most useful public landing page benchmark we found is Unbounce's 2024 Conversion Benchmark Report, drawn from 57 million conversions, 41,000 landing pages and 464 million pageviews (Unbounce). The headline figures are medians: half the pages in each group converted above the number and half below.

The industry rows matter more than the headline. A SaaS page at 4% is above its category median while still below the all-industry 6.6%. An ecommerce page at 5% beats its median comfortably. Compare against the closest category. For a coaching or consulting practice, professional services at 6.1% is the nearest fit.

A secondary source reports that mobile converts about 8% worse than desktop in this dataset (Wolf Pixel). We haven't verified that against the full report, but it's a good reason to check your device split before deciding a page is underperforming.

Webinars: attendance and engagement

Most webinar benchmarks come from platforms describing their own users, so each reflects a particular customer base. Here are the figures side by side with their sources and periods.

ON24's 60% (ON24) and Univid's 49% (Zoom) aren't necessarily contradictory. They come from different platforms and samples, and the jump to 57% with replays shows how much on-demand viewing adds. Use whichever benchmark is closest to your setup, and say which one you used.

The webinar conversion conflict: 63% vs 19%

This is the clearest example of why definitions matter. Zoom's 2026 roundup credits TwentyThree with a live conversion rate of 63%. TwentyThree's own webinar statistics page shows an average conversion rate of 19% (TwentyThree).

Both numbers trace back to the same company, yet one is more than three times the other. We couldn't confirm the exact definition behind each. “Conversion” in webinar reporting could mean registration to attendance, attendance to a call-to-action click, or attendance to purchase, and a live-only figure will differ from an average across all sessions. Until you know which, neither number is safe to quote as a sales conversion rate.

Email: why open rates mislead

Email is the connective tissue of most funnels, and open rate is the number most people check first. It's also the least reliable. Look at how far the published benchmarks spread:

Mailchimp's page also lists a 0.18% unsubscribe rate for nonprofits (Mailchimp). The 35.63% average reaches us through secondary sites (Blueye, MailOptin), not directly from Mailchimp. The ecommerce figures come from an agency's 2026 write-up (Threadpoint).

So treat open rate as directional at best, for three reasons. The benchmarks disagree by more than ten points depending on segment, platform and date. Several figures in circulation are old or secondhand. And an open tells you an email was displayed, not that anyone took the next step.

What to measure instead

• Click rate: did the email move people toward the next stage?
• Next-step conversion: registrations, bookings, trial starts or purchases that follow the sequence.
• Reply rate: for coaches and service businesses, replies can matter more than clicks.
• Unsubscribe rate: a fatigue signal. Watch for spikes after specific emails.
• Revenue per recipient: for ecommerce, one number that rolls up clicks and purchases.

How to build your own benchmark

1. Fix your definitionsWrite the numerator and denominator for every metric and keep them identical in every report.
2. Collect a baselineRun each stage unchanged long enough to see a stable number before you start testing.
3. Compare with the closest public figureUse the industry or format row, not the headline, and record the source and date next to it.
4. Change one thing at a timeTest a headline, an offer or a reminder sequence, then judge it against your own baseline rather than the public benchmark.
5. Re-date every benchmarkCheck the date on each external figure at least once a year and replace anything stale.

The same care applies to industry figures. ClickFunnels' November 2024 press release claims over $265M in annual sales (Digital Journal), while Latka lists $170M in revenue for July 2024 (Latka). When numbers disagree, show both and say why. For how these metrics map onto each stage, see the sales funnel stages guide and types of sales funnels.