Hey there!
Looking to improve your landing page conversion rates this year?
As an experienced digital marketer, I wanted to share the latest research and statistics on creating high-converting landing pages.
Whether you‘re running ads, promoting content offers, or simply driving visitors to sales pages, optimized landing pages are crucial for conversions.
In this comprehensive guide, we’ll explore key data on landing page design, copy, speed, and more. I’ll also provide actionable tips to help you boost conversions.
Let‘s dive in!
What Exactly Is a Landing Page?
Before we look at the stats, let’s make sure we’re on the same page about what a landing page is.
A landing page is a standalone web page designed for one specific conversion goal. Common goals include:
- Capturing visitor information like email address or phone number
- Promoting a product or service
- Generating sales or leads from ads
Well-designed landing pages remove navigation and focus exclusively on persuasive copy, images, video, etc. to drive the desired action.
The singular conversion focus results in much higher opt-in and sales rates compared to sending visitors to general website pages.
Now that we know what they are, let’s explore the data…
Top Landing Page Statistics and Trends
I’ve compiled the most important landing page statistics from recent research:
-
40+ landing pages = 12x more leads (HubSpot): Companies with 40+ landing pages generate 12x more leads than those with just 1-5 pages. More targeted pages mean higher conversions.
-
10%+ conversion rate (Unbounce): The top 10% of landing pages now convert over 10%. The average rate is just 2-4%.
-
2 sec slower = 103% lower conversions (PR Newswire): Just a 2 second slower page load time decreases conversions by 103% because of higher bounce rates. Page speed is hugely important.
-
10.15% conversion rate (Modern Marketing Partners): Simple name, email, and phone number forms convert 10.15%, higher than more complex forms.
-
65% include company name in title (Nifty): Highly converting landing pages build trust by including the company name in the page title tag.
These key stats demonstrate how critical factors like page speed, company branding, and layout impact landing page performance.
Now let‘s explore the data and trends in more detail.
Detailed Landing Page Statistics and Analysis
The following up-to-date data provides insights into creating high-converting landing pages.
Conversion Rates Vary Widely
The average landing page conversion rate is just 2-4% according to most research.
But top performing pages convert much higher:
- Top 10% of landing pages: 11.7% conversion rate (Unbounce)
- Finance industry pages: Up to 24% conversion rate (Finances Online)
- Pages with phone and email forms: 10.15% conversion rate (Modern Marketing Partners)
Conversion rates vary widely based on factors like industry, offers, and page quality. Well-optimized pages dramatically outperform average ones.
Tip: Don‘t settle for the average 2-4% conversion rate. Through testing and ongoing optimization, you can consistently hit 10% or higher.
More Landing Pages Drive More Leads
Companies with only 1-5 landing pages struggle to generate leads. But significantly more pages delivers exponentially higher conversions:
| # of Landing Pages |
Leads Generated |
| 1-5 pages |
1x leads |
| 11-20 pages |
3x more leads |
| 21-30 pages |
5x more leads |
| 31-40 pages |
7x more leads |
| 40+ pages |
12x more leads |
Each campaign and offer should have a targeted, customized landing page. More landing pages equal more conversions.
Tip: Don‘t use just one general page. Build a new optimized landing page for each of your top offers, products, and campaigns.
Faster Page Speed Boosts Conversions
Quick loading landing pages are critical for higher opt-in and sales rates. Research by PR Newswire found:
- 2 second slower page load: 103% fewer conversions
- 1 second delay caused 7% lower conversions
- 4 second delay caused 106% more abandoning users
Landing page speed optimization tactics like compressing images, minimizing HTTP requests, and removing unnecessary code will significantly lift conversions.
Tip: Use tools like GTMetrix to test your mobile and desktop landing page speed. Fix any issues to dramatically reduce bounce rates.
A/B Testing Improves Landing Pages
Only 17% of marketers actively A/B test their landing pages according to HubSpot. But simple headline changes have increased clicks by 30%.
Ongoing testing and optimization is critical for improving landing page conversion rates over time.
Tip: If you haven‘t already, start A/B testing different page elements like headlines, copy, layouts, colors, and offers. Find out what resonates most with your audience.
Match Form Fields to Goals
The highest converting landing pages only ask for essential visitor information, instead of overloading forms.
Forms with just phone number and email address achieve conversion rates around 10%, higher than more complex multi-field forms.
Tip: Limit form fields to only what‘s absolutely necessary, like email address and phone number. Additional fields usually lower opt-ins.
Video Content Lifts Conversions 86%
Landing pages that incorporate relevant videos lift conversions 86% higher compared to pages without video (Wyzowl).
50% of people watch related product videos before visiting a website. Video builds trust and engagement.
Tip: Incorporate quality videos on landing pages that educate and engage viewers. Videos tailored to each page persona perform best.
Simplify Navigation
Remarkably, most high-converting landing pages contain no navigation at all.
Removing site navigation and headers focuses visitor attention exclusively on your desired goal. This lifts conversions 100% for most businesses according to HubSpot research.
Tip: For maximum conversions, simplify landing pages to only elements that motivate your desired action. Remove anything that distracts.
Personalize CTAs
Generic calls-to-action like "Submit" or "Learn More" don‘t convert as well as personalized CTAs. Dynamic CTAs tailored to each landing page convert 202% higher (Unbounce).
Match your CTA to the preceding copy and content for enhanced relevance. Send visitors to relevant pages after form submission too.
Tip: Make your CTAs as specific as possible to each landing page. Include personalized details and send traffic to related content.
Optimize Title Tags
Title tags branding the business see higher click-through rates in SERPs. 65% of high-converting landing pages include the company or product name in the title.
Properly optimized
tags improve website click-through-rates (CTRs) by providing relevant context to searchers.</p>
<p><strong>Tip:</strong> Brand landing pages with your company, product or service name in the <title> tag. Accurately summarize the content focus.</p>
<h3><span id="More_Resources">More Resources</span></h3>
<p>Want even more landing page stats and trends? Check out the detailed reports below:</p>
<ul>
<li><a href="https://blog.hubspot.com/marketing/landing-page-examples-list" target="_blank" rel="noopener">HubSpot Landing Page Research</a></li>
<li><a href="https://unbounce.com/landing-page-articles/conversion-rate-benchmarks/" target="_blank" rel="noopener">Unbounce Landing Page Conversion Benchmarks</a> </li>
<li><a href="https://instapage.com/blog/landing-page-conversion-rates" target="_blank" rel="noopener">Instapage Landing Page Conversion Rate Research</a></li>
</ul>
<p>Now that we‘ve covered key landing page data, let‘s discuss how to apply these insights…</p>
<h2><span id="Tips_for_Higher_Converting_Landing_Pages">Tips for Higher Converting Landing Pages</span></h2>
<p>Based on the research and top landing page statistics, here are my top tips to improve conversion rates:</p>
<h3><span id="Guideline_1_Simplify_and_Focus">Guideline #1: Simplify and Focus</span></h3>
<p>Too many unnecessary page elements distract visitors from converting. <strong>Remove headers, navigation, sidebars, and anything irrelevant to your CTA.</strong></p>
<p>Decluttering focuses attention on your desired goal. Use high-contrast colors between the CTA and background too.</p>
<h3><span id="Guideline_2_Emphasize_Credibility">Guideline #2: Emphasize Credibility</span></h3>
<p>Build trust and credibility by displaying genuine customer videos/photos, expert bios, logos, testimonials, and awards.</p>
<p>Visitors convert higher from companies they know and trust. Prove you can deliver on your promise.</p>
<h3><span id="Guideline_3_Write_Benefit-Focused_Copy">Guideline #3: Write Benefit-Focused Copy</span></h3>
<p>Clearly explain how your offer, content, or product will help solve their problem or achieve their desired outcome.</p>
<p>Focus on user benefits throughout your headline, subheads, and body copy for higher opt-ins.</p>
<h3><span id="Guideline_4_Prominently_Place_the_CTA">Guideline #4: Prominently Place the CTA</span></h3>
<p>The CTA button or link should stand out and be visible from all areas of the page without excessive scrolling.</p>
<p>Placing your CTA in the top right area of the page receives the most visibility and clicks.</p>
<h3><span id="Guideline_5_Limit_Form_Fields">Guideline #5: Limit Form Fields</span></h3>
<p>Keep lead gen and email signup forms short and only request essential visitor details like name, email, and optionally company name or phone number.</p>
<p>Additional form fields dramatically hurt conversions. Only ask for what‘s absolutely necessary.</p>
<h3><span id="Guideline_6_Optimize_Page_Speed">Guideline #6: Optimize Page Speed</span></h3>
<p>Faster landing page load speeds result in way more conversions. Compress images, minify CSS/HTML, eliminate render-blocking resources, and optimize code.</p>
<p>Test page load times on mobile and desktop. Fix speed issues to reduce bounce rates.</p>
<h3><span id="Guideline_7_AB_Test_Regularly">Guideline #7: A/B Test Regularly</span></h3>
<p>Continually test new variations of headlines, copy, layouts, offers, designs, and more against your current landing page.</p>
<p>Use tools like Google Optimize to identify the most effective elements to maximize conversions over time.</p>
<p>Optimized landing pages are crucial for driving higher lead generation and sales from your marketing.</p>
<p>Apply these conversion rate optimization tips to create high-performing landing pages.</p>
<p>Let me know if you have any other landing page or CRO questions!</p>
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