Landing pages are one of the most important elements of an online marketing campaign because they are the first thing prospects will see once they click on your ad.
Per research, 43% of people stated that a dedicated landing page is very effective if you want to increase your conversion rates!
A landing page is a page on your website that aims to convert visitors into leads by offering something valuable in exchange for a visitor’s personal information.
It should provide instant value to the prospect and encourage him or her to take action.
The purpose of this post is to provide you with landing page statistics that will help you improve conversions on your landing page and help your business grow.
“Landing page optimization is critical, but it’s over-complicated. Companies will often replace a page without first understanding what was working on the original.” - Luke Carthy
Landing pages are tricky, but we have curated the best statistics to help you increase your conversions and achieve your business goals.
A landing page is a web page on your website that viewers see after clicking on an ad.
It's the first impression of your company, product, or service to potential customers.
Landing pages can be used to promote any type of content on your site, including products, services, blog posts, and more.
So, what is the landing page conversion rate?
A good conversion rate for e-commerce is between 2 to 5%.
The average landing page conversion rate across all industries is 2.35%. (Stat#1)
Landing pages are a top priority for many businesses.
They can help you convert more leads into customers.
However, there is one big factor that marketers overlook: the number of landing pages you're using!
While most websites typically have just one landing page, it's not uncommon for larger or more complex sites to have several different landing pages.
Each one has a specific purpose and helps to create user interest and guide them through each step of the sales funnel.
You might want to have a landing page for every ad campaign you run.
The goal of a landing page is to capture the visitor's attention and get them to take action, whether it's signing up for your email list or filling out a form.
Moreover, Marketing specialists have found that companies see a 55% increase in leads when they increase the number of landing pages from 10 to 15. (Stat#2)
Keep your landing page copy short - say 250-300 words unless you’re selling software that is a more complicated, complex product like a Saas product.
Readability increased 11.8% in accordance with the copy length. (Stat#3)
You have to make sure your target audience understands what they read on your landing page.
A study of online customers found that adding words that created a sense of anticipation and joy to their copy resulted in more conversions. (Stat#4)
This applies to most of the industries. See the chart below for better understanding.
SaaS landing pages have less sentiment than others, but this doesn't necessarily mean that they are poor landing pages.
In fact, a lower amount of sentiment may be a good thing for SaaS companies because the page's purpose is directly related to conversions.
An analysis of landing pages in the ecommerce space found that ecommerce landing pages tend to be more emotive than other industries.
Ecommerce landing pages show (on average) higher levels of almost every sentiment, including positive words like “love” and “enjoy” as well as negative words like “fear” and “anger”.
“Use negative language to properly frame the benefits and needs of the product to evoke a positive response.” - Nik Sharma
Use negative language to frame the benefits and needs of your product so that your viewers feel positively about it.
If you want to increase form conversions, you should consider reducing the number of fields.
The first reason is that the more fields on a form, the less likely it is that your users will actually finish submitting their information.
When forms are longer than 3-5 questions, most people are not going to complete them.
According to a study, one company increased conversions by 120% by reducing their form from 11 fields down to 4. (Stat#5)
As similar to form field numbers, less personal and geographical information asked on forms converts more.
A/B testing is a great way to determine which design is better for your landing page.
According to Hubspot, the page that did not mention users’ ages had a 40% higher conversion rate than the other. (Stat#6)
This is because people felt more comfortable entering their information in a form that they did not feel exposed by.
Therefore, don’t include personal information into form questions if you really don’t have to.
Call to action is a crucial part of any digital campaign.
If you don’t have a clear call to action, your audience won’t know what you want them to do.
CTA buttons are the most important element of a landing page and it can make or break a conversion.
The easiest way to achieve this is by creating personalized calls-to-action (CTA).
Your CTAs should be tailored for individuals. You can utilize the dynamic CTAs.
These are smart, personalised CTAs that are based on the attributes – such as the browser, device and location – of the visitor.
Research shows that personalized CTAs convert 202% better than default versions(Stat#7).
So if you have an ecommerce business or a lead generation site where you're driving visitors to a specific offer, using a CTA with a personal touch could be a good idea.
You can also use dynamic content marketing on your landing page, your website or your marketing campaigns.
Dynamic content delivers more personalized and relevant offers, recommendations, and user experiences.
Mobile is as important as desktop. Even more important these days.
Mobile-friendly websites have become more and more critical for businesses in recent years.
A website that looks great on a smartphone is one that will not only retain but also generate traffic.
Up to 70% of web traffic comes from mobile devices (Stat#8) – and this number is expected to continue growing rapidly as more people shift away from traditional desktop computers and rely on their smartphones instead.
86% of the top landing pages are mobile-friendly.(Stat#9)
This statistics should give you the warning: if your landing page is not mobile-optimized, well, consider your landing page dead.
A landing page is one of the most important parts of an online marketing strategy, but it's also one of the easiest to mess up.
It could be that your conversion rate isn't what you want it to be or that you're not getting enough leads or sales from your current landing pages.
But there could also be something wrong with how your landing pages are designed.
Google determines a good page load speed to be 2-3 seconds. (Stat#10)
It's incredibly important that your landing page loads quickly.
A slow page load time can be the difference between your visitors staying on your website or clicking away to a competitor's site!
When creating a landing page, it's important to understand what happens on the other side of the click.
Once a lead is on your site, they have to take action – and that's where testimonials come into play.
A testimonial is a core component of any landing page as it has been proven time and again that prospects are swayed by 3rd party credibility.
In a recent study, it was found that 36% of the top-converting landing pages included testimonials from customers or clients. (Stat#11)
According to the study, consumers trust an online review posted by a stranger on a company's website as much as they trust a personal recommendation from friends or family members.
88% Of Consumers Trust Online Reviews As Much As Personal Recommendations (Stat#12)
In this article, we've provided you with a list of the most important landing page statistics.
With all of this data, you can make educated decisions on how to improve your landing page.
Consider each of these important landing page statistics and you’ll be that much closer to achieving your conversion goals! :)