Landing Page Conversion Rates

Websites often manage to get substantial traffic but falter in terms of conversion. While the utility of landing pages in driving website conversion rates is well-known, the most recent data on landing page conversion rates show that businesses still have a way to go to get the most out of these pages.

The following statistics cover the most relevant information marketers need for the best results from their landing pages, including information on industry benchmarks, tips on improving rates, testing tools, common errors and more.

Statistics on Landing Page Conversion Rates (Editor’s Choice)

  • The median landing page conversion rate is around 2.35%.
  • The average conversion rate for ecommerce landing pages is about 2.8%.
  • A one-second delay in page load time can cause a 7% drop in conversions.
  • Asking for telephone numbers in contact forms can reduce conversion rates by 1/3.
  • Videos on landing pages can boost conversions by 86%.
  • CRO tools have an average ROI of 223%.
  • Only 52% of companies using landing pages also test them to find ways to improve conversions.

General Landing Page Conversion Statistics

1. The median landing page conversion rate is around 2.35%.

This means that of every 100 visitors on your landing page, 2.35 get converted into leads. If that seems like a very low number, note that this is just the median rate. While many landing pages have significantly higher conversions, others fall well below that line. As we’ll see in the statistics below, several factors impact conversion rates, including the industry, the kind of text used, images and videos, the number of CTA buttons, etc.

(IMPACT)

2. What is a good conversion rate? The top 25% of sites convert at 5.31% and above.

The top 10% score much better at 11.45% conversion rates and higher. These sites are obviously making the right use of various tools at their disposal to ensure their inbound traffic converts into useful leads. If your site is converting at around, say, 12%, it is beating 90% of your competitors. The point to note is that the stats here and in the previous point refer to websites as a whole and not standalone landing pages.

(IMPACT)

3. Vocational studies & job training websites have the highest median conversion rates at 6%.

The next higher converting industry, in terms of median rates, is credit & lending (5.5%), followed by business consulting (5%), and travel (5%). Within vocational studies, it’s best to keep the copy as simple and accessible as possible, unless advertising for something technical and complex. Also, contrary to expectations, the use of words that convey joy or surprise should be kept to a minimum.

(Unbounce Marketing)

4. Higher education websites have the lowest median conversion rates at 2.6%.

Other industries with low median conversion rates include health (2.8%), real estate (2.8%), and legal (3.2%). Within higher education, the lowest converting industry, even a conversion rate of 5% is considered very good. It is also one of the few industries where targeting college education reading levels has similar conversion rates to copy targeting 7th graders. Using 125 words or less has higher conversion rates, but it is fine to use longer copy when conveying complex concepts. Using 5% or more of the copy to create feelings of joy in the audience also helps with conversion.

(Unbounce Marketing)

5. The industry with the best highest conversion rates (27.4%) is business consulting.

Statistics on lead generation conversion rates by industry show that the best conversion rates do not always follow the same pattern as the median conversion rates. So, while vocational studies have the highest median conversion rates, the best conversion rates for the industry are at 25%. Legal, which has a lower median conversion rate than home improvement (3.2% vs. 3.3%), has a higher best conversion rate compared to the latter (15.4% vs. 14.9%). Other industries with very high best conversion rates are travel (25.1%) and credit & lending (24.3%), while others with the lowest best conversion rates are real estate (11.2%), higher education (11.5%), and health (12.3%).

(Unbounce Marketing)

6. Ecommerce landing pages have an average conversion rate of about 2.8%.

So, what is a good conversion rate for ecommerce? Given that 50% of ecommerce landing pages convert at or less than 2.8%, anything in the range of 5% and above should be a good rate. In comparison, the average conversion rate for product detail pages is a little less than 1.5%. This shows that while product detail pages are great to inform your audience, you can capture a lot more leads if you have dedicated landing pages built for your ecommerce site.

(The Daily Egg)

Statistics on How to Improve Landing Page Conversion Rates

7. A one-second delay in page load time can result in a 7% drop in conversions.

It turns out that website visitors are particularly finicky about the time wasted while waiting for a landing page to load. In today’s times of superfast internet connections and short attention spans, you need to ensure that you have taken all measures to get your landing pages to load fast.

(WordStream)

8. Pages with oversized images can bring down the average conversion rate by nearly 2 percentage points.

Landing page conversion statistics show that huge images that take forever to load are one of the biggest culprits when it comes to page load time. A study of over 18,000 landing pages shows that pages without oversized images have an average conversion rate of 11.4% as compared to pages with such images that have an average conversion rate of 9.8%.

(Unbounce Marketing)

9. Competing CTAs on the landing page can bring the average conversion down by 1.5 percentage points.

A good landing page conversion rate requires having one call-to-action per landing page. This is primarily because competing CTAs confuse your visitors, with the result being fewer leads. Research suggests that landing pages with one CTA have an average conversion rate of 13.5%, while those with two to four CTAs have an average conversion of 11.9%. For five or more CTAs, the average conversion is even lower at 10.5%.

(Unbounce Marketing)

10. Asking for telephone numbers in contact forms can reduce conversion rates by a third.

In a study on landing page conversion rates HubSpot, which is one of the best lead management software solutions on the market, found that there are certain form fields that users don’t feel comfortable filling. Asking for these bits of information, therefore, can negatively impact the number of leads generated. Apart from phone numbers, asking for age can lower average conversion rates by 3 percentage points, while asking for street-level addresses can lower rates by up to 4 percentage points.

(HubSpot)

11. 44% of SaaS landing pages have people as hero images.

The use of hero images — a single image or video that grabs users’ attention and entices them to read more about your product — is believed to help with B2B landing page conversion rates. Very often, this is a full-width large image, which can load faster now thanks to high-speed internet connections. It turns out that users react more intensely to faces in hero images than they do to a product screenshot.

(ChartMogul)

12. Landing pages with social proof in the copy convert on average at 12.5%, compared to 11.41% for pages without social proof.

Social proof in the form of customer testimonials, social sharing buttons, or case studies goes a long way in convincing users to purchase a product. CRO statistics show that it can also help by nudging the visitor to your landing page toward pressing the call to action. Users also seem to trust testimonials from peers more than those from celebrities.

(Unbounce Marketing)

Landing Page Conversion Trends for 2020

13. Videos on landing pages can boost conversions by 86%.

When considered along with suggestions to keep the landing page simple and fast to load, this point might seem counter-intuitive. However, different factors work for different landing pages, and tools available online, including a landing page conversion rate calculator, heatmaps, and A/B testing, can help you figure out the optimal set of factors for you. There is definite proof that video can be more engaging than plain text or even images, but make use of these tools to ensure it works for your landing page before finalizing it.

(Eye View Digital)

14. Mobile-friendly landing pages have an average conversion rate of 11.7% compared to 10.7% for desktop-only pages.

This one’s got to be a no-brainer. With internet traffic turning increasingly mobile, the least you can do to improve your average website conversion rates in 2020 is to make your landing pages mobile-friendly so that visitors on mobile devices are able to access all the features properly. Making the page mobile-friendly also includes thinking how different a mobile user’s interaction with a webpage is, such as the need for shorter, multiple-choice sign-up forms that are easy to complete.

(Unbounce Marketing)

15. Companies see a 55% rise in leads when increasing the number of their landing pages from 10 to 15.

Finally, one of the fundamental ways to beat the landing page conversion rates benchmark is to simply increase the number of landing pages on your site. It is also important, however, to consider that this might not necessarily work for your business. Multiple landing pages, for instance, could distract your visitor or provide conflicting messaging, resulting in a fall in conversion rates. This means that any measures to improve conversion rates should be accompanied by the right testing tools to ensure they work as they should.

(HubSpot)

16. CRO tools have an average ROI of 223%.

In the increasingly competitive world of digital marketing, getting useful leads is a Herculean task. Thankfully, tools such as copy optimization, online surveys, and segmentation can prove helpful in understanding and predicting user behavior, which, in turn, can aid you in optimizing your website’s features to drive conversion.

(VentureBeat)

17. A/B testing is the most popular form of CRO, with nearly 60% of marketers using this method.

Out of the many tools used by marketers to help with conversion optimization, landing page conversion statistics show that A/B testing is the most widely used. The clear comparison it provides between different features can quickly allow marketers to optimize their websites for conversion. Other top tools include online surveys/customer feedback (used by 55% of marketers), copy optimization (54%), customer journey analysis (46%), and segmentation (46%).

(eConsultancy)

18. Only 52% of companies using landing pages also test them to find ways to improve conversions.

Despite the availability of different testing tools, conversion rate statistics surprisingly show that nearly one in two businesses using landing pages don’t take advantage of these tools for more insights, wasting valuable data. Improving conversion rates requires continuous effort, and one of the smartest ways to go about it is to use insights from the visitor behavior data collected from landing pages.

(WordStream)

19. 52% of B2B PPC ads point towards a homepage, not a landing page.

According to landing page conversion statistics for 2020, 44% of clicks generated by B2B companies direct users to the homepage instead of a landing page. It seems that many B2B businesses still haven’t realized that an effective advertising campaign needs to be complemented by a targeted landing page for full benefit. By not directing the ad-generated traffic to the landing page, the opportunity to convert it into useful leads is wasted.

(Kissmetrics)

20. Visitors landing on product detail pages view 4.9 pages on average compared to 8.8 for other pages.

Apart from a lower ecommerce landing page conversion rate, a product detail page on an ecommerce site also performs poorly in comparison to other landing pages in terms of visitor engagement. A visitor spends less time on the website on landing on a product detail page, visits fewer other pages, and spends less on the ecommerce site.

(The Daily Egg)

21. Brands using 40 or more post-click landing pages generate 120% more leads than those using less than 5 post-click landing pages.

Post-click landing pages, created for the sole purpose of convincing visitors to take some action and also known as pre-cart post-click landing pages, drive more conversions, generate more leads, and deliver high ROI. The reason for a higher sales conversion rate from these pages is that they help cater to every customer, providing them with personalized attention.

(HubSpot)

22. Incorporating images to supplement product descriptions can improve conversions by 124%.

The tips for increasing conversion on ecommerce landing pages can be different from those for general website landing pages. The use of images to supplement the text is advisable for both kinds of landing pages, as it helps improve user engagement. That said, ecommerce conversion rates are helped by multiple CTAs as long as they cooperate with each other. With multiple CTAs with the same message, visitors are likelier to click on one, helping the landing page achieve its goal.

(Instapage)

Conclusion

Landing pages are an indispensable part of marketing and as such should not be overlooked, as evidenced by the statistics above. Marketers, therefore, need to figure out ways to get the most out of them, and test which strategies for improving landing page conversion rates will work best for their business.

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