Creating landing pages is one of the key elements of a comprehensive inbound marketing strategy. They are where users "land" when they click on a call-to-action within a page or an email to learn more about a specific offer, product, or service.
Landing pages have been around for a while and today are the primary method for converting prospects into leads. Marketers are constantly working to optimize their performance by examining buyer behaviors, load times, forms, and offers to increase conversion rates.
Because landing pages are a digital medium, we have huge amounts of performance data that can be analyzed to determine their effectiveness. A/B testing and making small changes can improve performance.
Let's take a quick look at 30 landing page statistics that can help you to understand, improve, and enhance your buyer's experience and carry them on the journey from prospect to paying customer.
Landing Page Statistics: Increasing Conversions
The entire point of a landing page is to convert your prospects into leads and potentially paying customers down the road. There are best practices and testing methods to build the components of your landing pages to make them increasingly effective. Here are some statistics and best practices!
48% of landing pages contain more than one offer. (Marketing Experiments)
The first rule of landing pages is one offer per page. In fact, multiple offers can decrease conversions by up to 266%!
58% offer clickable graphics related to the content. (Marketing Experiments)
This seems like a good idea, but the point is to keep visitors on your landing page until they convert. Unless the graphic opens a form, leave the links off your page.
84% of landing pages have navigation. (HubSpot)
Same as above! Only 16% of landing pages have no navigation. This number should be much higher. Never give visitors an easy way to exit your page until they've converted.
Only half (50%) of all landing pages are mobile-optimized. (Adobe)
Mobile use is one of the fastest growing segments of the Internet. If your page isn't optimized for mobile, your prospect is gone in seconds.
Relevant embedded video can increase conversions by 86%. (Eyeview)
If you have explainer videos or testimonials putting them on your landing page adds instant credibility and builds trust. Keep them relevant!
The average landing page conversion rate across industries is 2.35%, with the top 25% converting at 5.31% or higher. (WordStream)
More landing pages means more conversions! (Hubspot)
Companies with 10 to 15 landing pages increase leads by 55%. Companies with 40 or more landing pages get 12X more leads than those with five or less.
A one-second delay in loading your site can lower conversions by 7%. (Kissmetrics)
That number increases for every additional second. Make sure your pages are optimized to load quickly on any device, laptop, desktop, tablet, or phone.
Landing Page Statistics: Trends to Explore
While there are not a lot of landing page statistics on these trends, they are options to explore. Landing pages are all about testing and analysis. Watch for these trends.
Interactive landing page content is growing. (Smart Insights)
Thanks to the overabundance of static landing pages, users are quick to bounce from "sales-centric" pages. Consumers are looking for a better user experience, and interactive elements are a great way to deliver it.
Long form landing pages can generate up to 220% more leads. (Marketing Experiments)
Long form content works. But make sure you thoroughly test elements including headlines, CTAs, and design.
The average number of form fields on landing page conversion forms is 11. (PageWiz)
While this is the average, the fact is: less is more. Shortening your form fields from 11 to 4 can increase conversions by 120%.
44% of companies use A/B or split testing software. (Invesp)
Testing your landing pages is critical for increasing their effectiveness. Split testing software can make the job much easier.
The Benefits of Testing
Testing is the key to success when it comes to increasing landing page results. Here are some surprising, and some not so surprising, landing page statistics around testing.
Getting landing pages built and tested is a top five challenge for B2B marketers. (Marketo)
As more developers begin to release testing software, the task should get easier.
52% of businesses and marketing agencies that use landing pages test them to improve conversions. (Marketing Experiments)
Using tools makes testing much easier. Optimize your page and A/B test elements including form length, images, text, and CTAs as well as other elements.
Testing multiple landing pages is considered an advanced and difficult methodology by marketers and business owners. (Marketing Charts)
If you are manually testing, accuracy can in fact be a challenge. However, as more split testing software becomes available, this will change.
President Obama mastered the art of testing and raised an additional $60 million dollars for his last campaign using A/B testing. (Optimizely)
Your results may vary... but this is an example that shows testing works!
60% of companies perform fewer than five tests per month. (Brilliant Web Solutions)
Whether it's landing page optimization or tweaking your lead funnel you need to test regularly.
48% of marketers build a new landing page for each marketing campaign. (Serpstat)
Only 77% of marketers who test are testing headlines. (Marketing Sherpa)
Your headline should reflect the page content, greet the visitor, and be specific. And it should be A/B tested to ensure it is optimized!
Additional Landing Page Statistics
These last landing page statistics show the concerns and challenges businesses face when it comes to understanding and optimizing landing pages. Landing pages are an important element of an inbound marketing strategy. By learning and applying testing methods and using best practices, you can improve your landing page conversion rates.
Only 22% of businesses are satisfied with their current conversion rates. (Econsultancy)
Part of this is the exaggerated claims found online. But once businesses see what small changes can do for conversions, it's normal to want improvement.
Targeting and testing correctly can increase conversion rates by up to 300%. (Steelhouse)
Correctly targeting your message to your buyer personas will have most impact on your landing page performance.
Don't neglect your headline! 90% of visitors who read your headline will also read your CTA. (Marketing Sherpa)
The headline is the key. If they don't read it, they wont go any further down the page the majority of the time.
More than 20% of businesses report that they do not have a landing page testing strategy. (Business2Community)
You only have 8 seconds to make an impression. (Interactive Marketing)
Your headline is the most important element of your landing page. That's why testing is crucial.
Conversion Rate Optimization (CRO) tools offer a 223% ROI on average. (VentureBeat)
CRO tools are an excellent investment if you're seeking to improve your landing pages. A recent survey by ConversionXL found 55.5% of respondents planned on upping their CRO budgets in the coming year.
70% of marketers use CRO results to inform their other marketing initiatives. (Marketing Experiments)
CRO is for more than just landing pages. Optimizing pages can lead to effective elements for other marketing initiatives like headlines, blog content ideas and website pages.
44% of clicks generated by B2B companies direct users to the homepage rather than landing pages. (MECLABS)
Landing pages are a more effective means of converting prospects, yet nearly half of B2B companies do not utilize them.
Users are 80% more likely to read content that is combined with bold, attention-getting imagery. (Xerox)
Try using interesting imagery on your landing pages. It can make readers more comfortable and likely to act.
Include your contact information to increase trust and conversions. (Kissmetrics)
Just including a phone number can increase conversions. People feel more comfortable sharing their information if you share yours.
88% of consumers trust testimonials and reviews. (SearchEngineLand)
Reviews and testimonials can up the trust quotient and increase landing page conversions.
Landing pages are a critical element of any inbound marketing strategy. Optimizing, testing and proper design can help you to turn your landing pages into conversion machines!
Make sure you follow all of the best practices outlined and give yourself at least a month's worth of data when testing. – a quarter is even better. From there, optimize each page by changing one item and then A/B test for performance.
Wait, re-evaluate and retest. It takes a little time, but be patient and let the data guide you.
Published on August 29, 2018