Landing page CRO benchmark by industry (2026): DTC funnel scores compared
Beauty and home goods lead DTC landing-page quality, while apparel and baby products lag significantly behind.
- 622
- Funnels scored
- 67/100
- Overall median score
- pet
- Top industry
- 73/100 median
- 10
- Industries compared
Overall Conversion Quality Remains Middling Across DTC
The median landing page in this benchmark scores in the mid-range on Funnelens's 0 to 100 CRO rubric, indicating that most DTC funnels have room for improvement. Beauty emerges as the most-sampled category, followed by fitness and supplements, suggesting these niches attract sustained advertiser investment. The spread between best-in-class and median performers within each industry reveals that conversion optimization is inconsistently applied across DTC.
Pet and Home Goods Stand Out
Pet products achieve the highest median score, reflecting mature funnel practices in this category. Home goods also performs well despite having fewer scored pages, suggesting quality over quantity in advertiser strategy. These categories may benefit from clearer product visualization and trust-building elements that resonate with their audiences.
Fitness, Apparel, and Outdoor Struggle Most
Fitness ranks among the lowest median performers despite substantial advertiser activity, indicating a disconnect between ad spend and landing-page effectiveness. Apparel and outdoor and travel categories score even lower, suggesting these niches face particular challenges in funnel design. Baby and kids products show the lowest median, possibly due to higher trust and compliance requirements that are not being met consistently.
Best Performers Show What's Possible
The gap between median and best-in-class scores within each industry is substantial, proving that higher conversion quality is achievable in every niche. Beauty's best pages score notably higher than its median, indicating that some brands have cracked the code while others have not. This variance suggests that benchmarking against top performers in your category offers a clearer roadmap than industry averages alone.
| Industry | Funnels scored | Median score | Best score |
|---|---|---|---|
| pet | 73 | 73/100 | 83/100 |
| home | 97 | 70/100 | 84/100 |
| beauty | 170 | 69/100 | 85/100 |
| food & beverage | 48 | 69/100 | 82/100 |
| supplements | 87 | 69/100 | 83/100 |
| fitness | 101 | 61/100 | 84/100 |
| jewelry | 9 | 61/100 | 71/100 |
| apparel | 14 | 54/100 | 77/100 |
| outdoor & travel | 16 | 49/100 | 73/100 |
| baby & kids | 8 | 45/100 | 74/100 |
Key takeaways
- Beauty and pet categories demonstrate the strongest median landing-page quality, making them useful benchmarks for conversion best practices.
- Fitness and apparel show the largest gap between top performers and median, signaling opportunity for optimization in these competitive niches.
- Baby and kids products lag significantly, suggesting either underinvestment in funnel quality or unmet audience expectations around trust signals.
- Best-in-class pages across all industries score substantially higher than medians, proving that category-level challenges are surmountable with deliberate CRO work.
- Sample size varies widely by niche, so compare your funnel against top performers in your category rather than relying on median scores alone.
Frequently asked
What is the 0 to 100 CRO rubric?
Funnelens scores landing pages on an 8-point rubric that evaluates conversion-critical elements such as headline clarity, value proposition, form design, social proof, and visual hierarchy. The resulting score ranges from 0 to 100, with higher scores indicating stronger funnel fundamentals.
Why do some categories have fewer scored pages?
Sample size reflects the volume of long-running DTC ads Funnelens has analyzed in each niche. Categories like jewelry, apparel, and baby products have fewer scored pages, which may indicate lower advertiser volume or shorter campaign lifespans in those segments.
Should I aim for the median or the best score in my category?
Use the median as a baseline to understand your competitive position, but design toward the best-in-class score. The gap between median and best shows that higher conversion quality is achievable in your niche and often reflects clearer messaging, stronger social proof, or better form optimization.
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Every figure in this study is computed from the real Meta ads and landing pages Funnelens tracks; no data is estimated or invented. Ad data from the public Meta Ad Library. See data sources.