All website pages are important in their own right but none more so than landing pages. Those are the ones businesses count on for lead generation and conversions. While the definition of those may vary (getting visitors to buy your product, download a demo, sign up for a newsletter, etc.), landing pages are where the magic happens. Landing page conversion rates meanwhile give marketers valuable insight into what is performing well and what needs to be improved to drive more leads. That’s why we prepared the most essential relevant stats to help you understand if your landing pages are successful or not.
Landing Page Conversion Rates Stats (Editor’s Choice)
- The average conversion rate for landing pages across industries is 2.35%.
- The best load time for conversion rates is 0-4 seconds.
- Using video on landing pages boosts conversion rates by 80%.
- Personalized CTA makes conversion rates 202% better.
- Addressing customer fears on landing pages could lead to 80% higher conversion rates.
- Increasing the number of landing pages from 10 to 15 leads to a 55% rise in leads.
- Landing pages with testimonials or other social proof convert 1.1% better.
General Landing Page Statistics
1. The average conversion rate for landing pages across industries is 2.35%.
The average landing page conversion rate represents the number of people who clicked or performed an action using the call to action button on the page. Naturally, it is influenced by multiple factors, like which part of the customer journey the person is in, how relevant it’s to put a call to action in that segment, or the type of industry.
2. Landing pages where people need to enter their name and gender have the worst conversion rates.
Divulging personal information on landing page forms is a dealbreaker for many customers. Landing page conversion rate statistics show that the conversion rates of landing pages with forms requiring a user’s name and gender are 5-6%, compared to over 10% for those that only have email and phone number fields.
3. The best load time for conversions is 0-4 seconds.
The speed of loading is essential for a good landing page conversion rate. The first five seconds of loading time have the most significant impact on conversion, with rates dwindling by 4.42% with each passing second of load time. For each second between zero and nine, the average conversion rates drop by 2.11%.
4. Approximately 30% of landing pages come with too much copy.
Landing pages with too much text on them convert 11.10%on average, while those with a smaller word count have 14.30% conversion rates. Pages in the business services segment with 100 words or fewer convert 50% better, as opposed to those with over 500 words.
5. About 65% of companies use their business name in the title tag of their landing pages.
Consumers trust transparent businesses more. Landing page statistics show that clients react to the name of a brand in the title tag, making them trust it more. Then, 80% have a location in their title tag, while 49% of top landing pages feature a local photo.
6. One A/B test campaign for ObamaCare showed that the visually less overwhelming landing page led to a 5% higher conversion rate.
A/B testing is quite common among marketers. Therefore, for a campaign for ObamaCare marketers used two different landing pages, one with the full donation form, and the other one that sequentially went through each question. The one with fewer segments was the one where users converted more. Landing page best practices show that visuals have a lot of impact.
7. ArchiveSocial increased clicks on its form by 101.68% just by adjusting its landing page CTA.
After some research using different tools, ArchiveSocial, a SaaS firm for social media archiving, managed to identify opportunities for better conversion on their landing pages. To make the main CTA more visible, they moved it to a prominent position, first fold, on the right and made it a different color. The result was staggering — an increase of clicks on the form by 101.68%, as evidenced by the company’s landing page effectiveness statistics.
8. Mobile responsive landing pages have a much better conversion rate of 11.70%, unlike those that aren’t.
Mobile responsive landing pages convert much better than those that are desktop-only (10.7%). Mobile responsiveness is a crucial component of SEO optimization of an ecommerce site. There are multiple SEO companies dealing with this, helping firms optimize their mobile responsiveness and increase their landing page conversion rates.
9. Using an email post-click landing page could generate $38 in ROI for each $1.
According to landing page best practices, using email channels to bring customers to an email post-click landing page has proven to be the best investment. Email marketing firms have been exploiting this strategy to reach the highest return of investment. The email post-click page is a standalone web page with forms, testimonials, and content that drives customers to convert after they clicked on a link in an email.
10. With 51.3%, green is the most common choice for a landing page button.
Colors play an important part in UX and the minds of the customers. In fact, they affect conversions similarly to a form layout. According to landing page statistics, more than half of landing pages have a green CTA, 20.5% have blue, and 10.3% bet on a red CTA.
11. Approximately 82.2% of landing pages have at least one image that needs compressing.
Compressed images and image size are crucial for site loading speed and as a result, play part in conversion rates. Landing pages without oversized images have an average conversion rate of 11.40%. Alternatively, for those with 1MB and plus oversized images, it drops to 9.8%.
Landing Page Conversion Rates by Industry
12. Catering and restaurants have landing pages with the highest median conversion rate of 9.8%.
Looking at statistics for landing page conversion rate by industry, restaurants have both the highest average and median rates. They are followed by media and entertainment with 7.8%, finance and insurance (6.2%), and education (5.8%). Fitness and nutrition round out the top five with 5.6%.
13. Agencies have the lowest median landing page conversion rate of 2.4%.
Agencies, real estate, and SaaS companies typically have the lowest conversion rates, with the latter two having 2.6% and 3% respectively, according to stats on the average landing page conversion rates by industry. Family support with 3.4% and business services with 3.5% make the rest of the worst five in this regard.
Stats on How to Improve Landing Page Conversion Rate
14. Using video on landing pages boosts conversion rates by 80%.
A recent study indicates that videos are more than beneficial for the performance of landing pages on your website. They make people stay longer on the page, hence allowing your pitch to sink in, especially when backed by interesting content and a click-worthy CTA, as confirmed by stats on landing page video conversion rates.
15. Using heatmap solution, Bandwidth improved conversion rates by 12%.
Bandwidth is communication as a service platform allowing SaaS companies and professionals to access text, voice, and 911 emergency calling options over a nationwide network. Using website heatmaps, this company made improvements to their product page, reaching a good landing page conversion rate. Heatmaps allowed them to see which parts of the page attract more attention and which not, so they could optimize it.
16. Personalized CTA makes conversion rates 202% better.
If the company adds a personalized CTA to their landing pages, stats confirm it will lead to an increase in the average landing page conversion rates. A study of 330,000 CTAs with three different types (basic, multivariate, and smart CTA) has proven this statement.
17. Addressing customer fears on landing pages could lead to 80% higher conversion rates.
Typically, customers have different reservations or fears when browsing the website and looking to purchase a product. What can significantly improve landing page conversion rate is adding answers to some questions going through customer’s minds. Usually, these relate to data protection, spam emails, next steps, and so on. Moreover, when you have free trials, for example, try to address the fears in CTA as well. If your firm is not asking for payment details and/or won’t continue billing the customer after the free trial expires, make sure they know this.
18. Increasing the number of landing pages from 10 to 15 leads to a 55% rise in leads.
Increasing the number of landing pages to some smaller numbers like one to five, or six to 10 doesn’t affect as much the number of leads generated. However, stats show that it’s a different case with a 10-to-15 increase. For reference, both B2C and B2B reap benefits from a higher number of pages, but B2B landing page conversion rates are slightly better, especially with 40+ landing pages.
19. Landing pages with testimonials or other social proof convert 1.1% better.
Typically, customers look for unique selling points or other people’s reviews to start trusting your product is good. Therefore, offering social proof on your website, especially the product page could boost your average landing page conversion rate. For reference, there are various types of social proof. You can either put some statistics from credible sources, examples of your services, reviews, or testimonials.
20. A two-step landing page could be up to 30% more effective than a regular one.
Landing page conversion rates tend to go up when a two-step form is introduced. Marketers have confirmed that using a two-step type could reduce the number of answers required from customers on a single page. That way firms collect more info on users, without necessarily making it seem too complex.
Hopefully, these statistics about landing page conversion rates have helped you understand their value and importance for better optimization. It’s critical that you optimize your digital strategy with smart landing pages that will boost your conversion.