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A good landing page conversion rate depends on what the page asks for and where the visit comes from. So there is no single average conversion rate. Open studies in Brazil range from 0.75% to 19.90% overall, because each one measures something different. See also what AI changes.
In short
- Unbounce, which sells landing page software, measured a median of 6.6% across 41,000 pages. It calls 10% or more good, but that varies with the offer.
- In Brazil, the average conversion rate runs from 0.75% to 19.90%, because the studies measure stores, chatbot sites and lead pages.
- In GA4, count sessions with the page’s key event, not events, and split them by channel. That way, the rate does not inflate.
- Of the four studies with a described sample, two show a higher rate for AI visitors, one finds no difference and one finds a lower rate. So measure your own.
What is a good landing page conversion rate?
A good landing page conversion rate is one that beats the median for pages with the same offer. As a global starting point, Unbounce calls a rate of 10% or more good. The median it measured, however, was 6.6%.
Unbounce sells landing page software. Its 2024 report covers 41,000 pages, 464 million visitors and 57 million conversions. The company publishes the median, not the average, because outlier pages distort the average.
What counts as good also depends on the action requested. According to Unbounce, 5% may be low for a newsletter signup. For a low-priced online store product, however, 5% is good. For a page that sells a $10,000 product, on the other hand, it is excellent.
Before you compare, then, answer three questions:
- What action does the page ask for? Signup, quote request and purchase have very different rates.
- How much does the decision cost? In general, the higher the price and the risk, the lower the rate.
- Where does the visit come from? Search, ads, email and AI bring different intents, that is, audiences that decide in different ways.
What is the average landing page conversion rate in Brazil?
There is no single average conversion rate in Brazil. The open studies measure different things and range from 0.75% to 19.90%. So pick the reference that measures what you do: an online store, lead capture or a landing page on a marketing platform.
| Study | Base | Rate |
|---|---|---|
| Leadster, median of leads | 2,425 sites, 2025 data | 3.07% |
| RD Station, average of landing pages | 19,909 pages, November 2021 | 19.90% |
| Nuvemshop, average of stores | Session to payment, 2025 | 0.75% to 1.17% |
Leadster sells a lead generation platform, and the data come from the sites that use it. In its study, the median rose from 2.98% to 3.07%.
The average conversion rate of landing pages built on RD Station is 19.90%. The company sells marketing software and counted only pages with more than 100 visits and at least one conversion. That filter leaves out pages that did not convert. In our reading, this tends to push the average up.
At Nuvemshop, which sells an online store platform, conversion is a session that ends in a payment. The average conversion rate was 0.75% for stores with revenue of up to R$ 100,000 a month and 1.17% for stores above that.
Why does landing page conversion vary so much in Brazil?
The contrast shows the trap. In RD Station’s base, e-commerce landing pages had a median of 26.8%, the highest among the sectors analyzed. There, however, conversion is the visitor’s signup. At Nuvemshop, on the other hand, conversion is the payment. So a lead capture landing page and a store do not measure the same funnel.
Why does landing page conversion rate change with the traffic source?
The rate changes because each source brings a different intent. Someone who clicks a cold ad does not know the offer yet, while someone who searches for the brand has already chosen it. So the same page converts at different rates by channel.
RD Station itself lists traffic quality among the factors that decide the result. The others are the clarity of the button, the design and usability. Leadster, for example, shows the gap by channel: AI converted 7.80% and Google 3.4%. Both values come from the same base of sites.
So never report a single rate for the page. Here is an illustrative example, with made-up numbers for the math:
- A page gets 1,000 sessions and 30 conversions, that is, 3%.
- Ads bring 800 sessions and 16 conversions, that is, 2%.
- Organic brings 200 sessions and 14 conversions, that is, 7%.
The 3% average conversion rate hides that organic converts more than three times as much as ads. Without the split, then, the budget decision comes out wrong. To link each channel to revenue, see SEO and GEO ROI.
How do you measure landing page conversion rate in GA4 without inflating it?
Mark the page’s final action as a key event and divide the sessions with that event by the sessions that started on the page. GA4 calls this calculation the session key event rate. According to the Google Analytics Help, it divides the sessions in which a key event happened by total sessions.
Which precautions keep the conversion rate from inflating?
Five precautions prevent the inflated number:
- Mark only the final action. Clicks and views fill the count. With ads personalization and a linked Google Ads account, GA4 also marks as key events events such as session_start and view_item. So review the list, because they do not measure conversion.
- Count sessions, not events. The “Once per event” method counts every trigger, according to the GA4 help. If someone reloads the thank-you page, the per-event count adds two conversions, but the session rate counts one.
- Exclude your team. Create an internal traffic filter and keep it in testing mode before you activate it, because an active filter is permanent.
- Measure by channel. Split search, ads, email, direct and AI. The default AI channel shows only part of the visits, as the guide to AI traffic in GA4 explains.
- Wait for volume. Our criterion: only draw conclusions about a channel with at least 500 sessions in the period. With 20 sessions, for example, one extra conversion moves the rate from 5% to 10% (illustrative numbers).
Marking an event as a key event applies going forward. So the baseline only starts after you mark it.
Do visitors from AI convert more?
It depends on the site, and the studies disagree. Of the four with a described sample, two show a higher rate for AI, one finds no difference and one finds a lower rate. Also, in the studies that report the share, AI makes up less than 1% of visits, so any average weighs little in the total.
| Study | Base | Result |
|---|---|---|
| Leadster | 2,425 sites in Brazil | AI 7.80%, Google 3.4% |
| Ahrefs | Ahrefs’ own site, 30 days | AI converted 23 times more than organic search |
| Amsive | 54 sites, GA4, six months | AI 4.87%, organic 4.60%, no statistical difference |
| Frankfurt School and Hamburg | 973 stores, 12 months | ChatGPT below organic and paid search |
What did each study measure?
Leadster appeared earlier and sells the platform that generates the data. Ahrefs sells SEO tools and analyzed only its own site. There, however, just 0.5% of visits came from searches in assistants such as ChatGPT, and they brought 12.1% of signups.
Amsive, a marketing agency, looked at 54 sites in GA4 and found no significant difference. In 56% of the sites, however, AI converted above the site’s own average, and in 41%, below.
The study by Frankfurt School and the University of Hamburg analyzed 973 e-commerce sites and more than $20 billion in sales. In it, ChatGPT converted less than all established channels except paid social. The rate, however, grows over time.
Semrush, which sells SEO tools, says the AI visitor is worth 4.4 times the organic search visitor in conversion rate. The page, however, does not detail the base of that calculation.
Why do the studies reach opposite results?
The studies diverge because they measure different conversions, sites and shares. So each result is a hypothesis, not a rule for your page.
- Conversion type: lead, signup and purchase have different rates.
- Site type: according to the authors of the 973-store study, ChatGPT already creates value for complex products, because it organizes information and compares alternatives. For simple purchases, however, it trails most channels.
- Sample size: one site, 54 sites and 973 stores do not weigh the same.
- Small share: with less than 1% of visits, a few conversions change the rate.
Our criterion: do not assume that the AI visitor arrives decided. Compare their rate with the other channels in your GA4, until you reach 500 sessions in each. To add up what AI influences without a click, see digital marketing KPIs.
What should you change on the page for visitors from ChatGPT or a ChatGPT ad?
Change the page to continue the conversation AI started: repeat the promise, show price and proof and make comparison easy. The AI visitor does not always arrive decided. At Ahrefs, for example, they see 50% more pages than the search visitor, but spend less time on the site. In our reading, some are still researching.
These are our criteria, to test on your page:
- Send them to the right page. The link in the answer or ad should lead to the product, category or service page. Check the landing pages of AI traffic in GA4: if the home page dominates, the link does not lead to what the person was looking for.
- Open with the same promise. That way, the headline repeats the offer that brought the visitor there.
- Show what the answer did not show. Price, lead time and proof, such as case studies and testimonials, go on the first screen.
- Make comparison easy. In complex purchases, a table with the alternatives helps, since the visitor may still be researching. See how to build a competitor comparison page.
- Ask for one action. One button and a short form reduce friction. Also, the guide to a product or service page details the structure.
- Mark the source. Use UTMs in ads and the AI channel group, to read this visit’s rate separately.
In ChatGPT ads, however, the page’s conversion weighs more than the click. Two Brazilian cases appear in the guide to how much ChatGPT ads cost.
How do you improve the rate and calculate it by channel?
Improving the rate is a cycle: measure by channel, pick a hypothesis, test and repeat. Each test changes one element, such as the headline promise, the proof or the form. So tests are worth more when the measurement is clean.
To test what to change, see how to increase your site’s conversion rate with a CRO method for search and AI. The step-by-step math is in how to calculate your site’s conversion rate by channel, including AI visits.
Frequently asked questions
No. According to RD Station, the overall rate divides conversions at any point on the site by visits to all pages. The landing page rate, on the other hand, divides those who converted on that page by those who visited it. So do not compare the two.
Not directly. The requested action changes what is good. For example, Unbounce says 5% may be low for a newsletter and excellent for a $10,000 product. So compare each page with others that have a similar offer and channel, and with your own history.
No. Some visits from assistants land in Referral, Unassigned or Direct. So treat the default channel as a floor and create your own channel group, as the guide to AI traffic in GA4 shows.
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Main sources
- Leadster, Lead Generation Panorama in Brazil, in Portuguese (2026).
- RD Station, what counts as a good landing page conversion rate, in Portuguese (2024).
- Nuvemshop, NuvemCommerce report, in Portuguese (2026).
- Unbounce, average landing page conversion rates (2024).
- Ahrefs, conversion of AI search traffic (2025).
- Amsive, LLM traffic conversion against organic search (2025).
- Frankfurt School, study on ChatGPT in 973 e-commerce sites (2026).
- Google Analytics, counting method for key events (2026).
