What is a Good Landing Page Conversion Rate in 2022?

Building a competitive landing page with a smart design is not an easy task. Many complex elements go into the process, like understanding the user psychology and what users really want.

This amount of investment in resources and time should naturally bring you conversions, right?

Unfortunately, no. You need to measure your landing page conversion rate to get a full picture of its performance.

Marketers often have a hard time comprehending conversion performances, although landing page optimization solutions help to put things on track. So, it’s inevitable to ask, “what is a good landing page conversion rate, and how does my business compare to the industry average?”

Is your landing page conversion rate just average or awesome?

We’ve put together all you need to know about average landing page conversion rates and what is considered to be a good conversion rate. Additionally, you’ll find some actionable tips to steer your wheel in the right direction.

What is a Landing Page Conversion Rate?

A landing page conversion rate is the percentage of the number of people who completed a call-to-action on your landing page out of everyone who landed on the page.

Factors like industry, the relevancy of your CTA, your target audience, product or service, and where the users are in the customer journey can drastically influence your ability to convert visitors into leads and leads into customers.

However, as marketers, we love numbers and percentages, so I did my research for you and found the average and good landing page conversion rates.

What is a Good Landing Page Conversion Rate?

According to WordStream, the average landing page conversion rate across all industries falls around 2.35%.

Another study by Unbounce, which analyzed lead generation pages across 10 different industries with 74,551,421 total visitors, shows that the average landing conversion rate is 4.02%.

Moreover, as the report highlights, the lowest-converting industry is higher education with 2.6%, and the highest-converting industry is vocational studies and job training with a conversion rate of 6.1%.

Average lead generation conversion rates by industry by Unbounce

What is a good landing page conversion rate?

Typically, a conversion rate of 12% is considered good for lead generation landing page conversion rates. Broadly speaking, achieving a 10+ conversion rate from your landing pages can get yours above the average.

The report by Unbounce shows that the top landing pages see conversion rates up to 27.4%.

But, wait a minute before you go about comparing...

Average conversion rates vary depending on what industry you’re in. That means comparing yourself to the average conversion rate across all industries will give you a wrong idea about your conversion rate performance.

For example, a conversion can be very different from e-commerce conversions if you are in the legal industry. Therefore, instead of asking, “what is a good landing page conversion rate?” you should start asking, “what is the average landing page conversion rate by industry?” This will provide you with more logical insights.

Pro tip: Optimizing your website as a whole can bring you much better results in the long run.

Here’s a lead generation landing page conversion rate graph by Unbounce:

landing page conversion rate average chart by Unbounce

To understand average conversion rates by industry, we suggest you take a look at our related blog post "What is a Good Website Conversion Rate?" to see the bigger picture.

How to Measure Landing Page Conversion Rate

To measure your landing page conversion rate, divide the number of conversions you get in a specific time frame by the total number of people who visited your landing page, then multiply it by 100%.

Landing page conversion rate formula:

Number of conversions from a landing page within a time frame / Total number of landing page visitors X 100% = Landing page conversion rate

The goal of your landing pages is the same as your other digital marketing efforts: to convert as many visitors as possible into leads and customers. Optimizing your landing pages can help you drive more conversions and improve the user experience as well.

But before that, let’s take a look at the possible reasons why your landing page isn’t converting as it should.

Why Your Landing Pages Might Not Be Converting Enough

We don’t need to be oracles to see that some of your landing pages convert better than others. But why could it be? Here are some of the most common mistakes that lead to low conversion rates:

Poor Headlines

Landing page headlines can be a make-or-break deal for first impressions and grabbing users’ attention.

Driving conversions is your primary goal, but you can’t expect people to convert without convincing them to stay on the page in the first place. When writing your landing page headlines, make sure to:

  • Pay attention to clarity. Headlines shouldn’t beat around the bush with metaphors.
  • Analyze your headlines.
  • A/B test different headlines to see the best-performing one.

Multiple CTAs and Distractions

Hand clicking on a CTA button with laptop mouse

Don’t present multiple offers to your visitors; that will only overwhelm them.

You might think that making multiple offers might be useful to your conversions, but it’s actually the other way round.

There is even a name for it: Analysis paralysis, which means that too much choice is stressful and causes a paradox of choice—not good for your landing page conversion rates at all.

For that very reason, your landing page should have only one call to action. However, if you are creating a longer landing page, you can add multiple CTA buttons so long as they aim for one single action.

Pro tip: Personalized CTAs convert 202% better than default calls-to-action.

Weak Landing Page Design

Colleagues discussing ladning page design in office

Hear me out—nothing good ever comes out of a bad design.

Make sure to follow the best design principle for a better user experience. Sometimes it’s a poor design that’s hurting your landing page conversion rather than a bad copy.

Do a split test between different designs and tweak around the highest-converting elements to reach your ultimate landing page look and experience.

You can make things even easier with lead generation software solutions, too.

Start Optimizing Landing Pages for Conversions

1. Reduce Distractions

woman condused with a landing page

Your landing page should have one aim and one only. Leave out all the distractions that might divert the user’s eyes and attention somewhere else.

  • Get rid of the visual clutter and simplify your landing page.
  • Make your offer clear.
  • Avoid multiple CTAs.

2. Leverage FOMO

There’s a reason why marketers always go for the phrases “Limited-time” “Limited Offer.” Scarcity has an effective impact on users’ buying decisions. Marketing phrases like these compel your landing page visitors to act “now.”

You can take advantage of lead magnets like limited-time discounts or webinars that won’t happen again to ignite that FOMO feeling in them.

3. Add Testimonials

Arguably, if there were one thing ruling the digital conversions, that would be social proof.

People simply want to know how others that used your product or service feel about it. If you can get your customers to create video testimonials or testimonial quotes, you may have an edge on the competition.

4. Use an Exit Popup

Exit popups display on your landing page when a visitor attempts to leave the page. Simply put, the purpose of exit popups is to give you another shot at converting visitors.

Make sure to use a combination of compelling CTA and copy along with an attractive image to get users’ attention. Try to incentivize your exit-intent popup with a special offer to convert more abandoners.

How do you create the most terrific exit popups in 5 minutes?

Popupsmart, no code popup builder can help you with that.

Create a Free Exit Popup with Popupsmart

Bottom Line

If we go back to our primary question, “what is a good landing page conversion rate.”

The best landing pages have conversion rates up to 27.4 percent.

That being said, you should always consider your industry average and audience when assessing your landing page conversion rate.

Try to focus on your improvement to measure your success. You should see a correlation between your conversion rates and web traffic. Most of the time, as your traffic increases, your landing page conversion rate should also boost.

With these data and tips in mind, you’re all set to get ahead of your competitors.

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