Landing page CRO benchmark by industry (2026): DTC funnel scores compared

Overall conversion quality remains moderate across DTC

The median landing page scores across all industries fall in the middle range of the conversion rubric. This suggests most DTC brands are executing the fundamentals adequately but leaving room for optimization. The spread between best and median scores within each industry indicates that top performers are substantially outpacing their peers.

Beauty dominates the benchmark with largest sample

Beauty brands represent the largest share of scored funnels and achieve a median score that sits slightly above the overall average. Pet brands, though a smaller cohort, match or exceed beauty's performance, suggesting that niche focus may correlate with higher conversion discipline. Both industries demonstrate that established product categories can sustain rigorous landing-page standards.

Fitness and home goods show middle-of-the-road performance

Fitness and home goods brands cluster around the overall median, indicating they are neither leading nor lagging the broader DTC landscape. These categories may benefit from studying the conversion practices of top-performing beauty and pet brands. The consistency of scores within these niches suggests industry-wide adoption of similar funnel approaches.

Supplements and food and beverage face conversion headwinds

Supplements rank below the overall median despite a substantial sample size, while food and beverage scores are notably the lowest across all industries. Food and beverage brands show the widest gap between their median and best-in-class performance, indicating that top operators have cracked conversion patterns that most competitors have not yet replicated. This gap presents both a warning and an opportunity for brands in these categories.