When it comes to marketing optimization, landing pages are one of the most essential aspects.
For those who want to increase their target metrics, gaining knowledge about landing page statistics can be extremely valuable – especially when it is used right.
Most accomplished online businesses utilize it as part of their strategy to drive up conversion rates, and if you’re looking to increase your sales and get more customers, this is something you’ll want to invest in.
If you want to turn all your prospective customers into leads, here are some stats and facts that will improve your business.
Landing Page Stats (Editor’s Choice)
- 77% of landing pages are home pages.
- Only 50% of landing pages are optimized for mobile devices.
- Targeting your pages correctly can increase conversion up to 300%.
- You only have 8 seconds to make an impression on a landing page.
- 1-second loading delays can lower your site conversion by 7%.
General Stats About Landing Pages
1. 84% of landing pages have navigation bars.
This is one of the most common mistakes in the industry. The entire point of a landing page is to keep a customer on one page so they could focus their attention on a single offer, and introducing a navigation bar only gives them an easy way out. Remove the navigation bar and the statistics will show you that your landing page conversion rates are being improved.
2. 48% of landing pages contain more than one offer.
Similarly to above, you need to focus your page on a single offer and make everything about that one CTA button or a form that you want the customer to see – that way they can’t get distracted and wander off to a different page. Having a multitude of different offers can reduce the conversion rate up to 266%, so remember to focus on one thing.
3. 10-15 landing pages can increase your leads by 55%.
“But how many landing pages do I need?” – you might be wondering. In general, it’s best if you assign a new page for each new campaign. Companies with good marketing campaigns that have between 10 and 15 landing pages get a significant increase in leads, and the numbers just keep rising after that. If you have the resources, don’t hesitate to use them.
4. 58% of companies use clickable graphics.
This sounds like a great idea, but it’s actually similar to having too many offers on one page or having a navigation bar. You don’t want anything that will give the visitors a chance to click away from your main offer, so be careful with how you handle landing page navigation of the site. However, if the clickable graphics just opens up into a fillable form, they are okay to use.
5. 44% of B2B businesses direct their users to the homepage instead of the landing page.
Strangely enough, more than half of all B2B companies direct users to their homepage even though this isn’t an optimal solution. B2B landing page conversion rates are much higher, so change your marketing strategy to increase sales by always linking the landing page with the main offer to your clients.
6. Average landing page conversion rates are 2.35% across industries.
This might be the average, but the top 10% of companies are actually seeing 3-5 times better conversion rates from their landing pages. This only goes to show what following your CRO statistics and optimizing your site can do for your firm.
7. 77% of landing pages are home pages.
For a lot of businesses, landing pages are home pages. They don’t differentiate between the two, so they tend to miss out on a ton of conversions.
8. CRO tools can offer up to 223% ROI on average.
Conversion rate optimization tools are a great way to improve your landing page marketing. If you use them regularly, you can analyze various data, including bounce rates, scroll maps, site speed, visitor loyalty, average page views, exit rates, average time on site, concept testing tools, and other metrics.
9. 70% of marketers use CRO information to determine their next business step.
Simply being aware where you stand when it comes to site metrics can be invaluable, as you’ll know exactly where to focus your attention and what to change. You can figure out a much more effective landing page strategy, but also polish your headlines, content, and optimize your blog to get more monthly visitors.
10. 22% of businesses are satisfied with their conversion rates.
The reason the percentage is so low is mostly due to the exaggerated claims that can be found online. Be wary of the advertisers who promise overnight success without offering a detailed step-by-step plan. However, there’s another reason why the expectations are so high – businesses are now better informed and they know they can do better, so they’re eager to optimize their sites.
Landing Page Optimization Statistics
11. Interactive landing pages are on the rise.
Online business is a very competitive sphere, and most users keep looking for a better experience. If your page is too static, it might come off as boring, so try engaging your readers by creating a lively experience. The best web design companies will know how to give the site more than just the sales pitch to keep the visitors interested and persuade them to stay on the page.
12. Only 50% of landing pages are optimized for mobile devices.
If you want to drop the bounce rate, you have to invest time in mobile landing page optimization because it will significantly improve the user experience for a lot of people. It would seem that 81% of mobile researchers are driven by the speed and convenience of the site, and 73% of mobile searches trigger additional action or conversion. As you can see, customizing your landing page to suit mobile users can go a long way in driving up the business, so make sure you pay attention to it.
13. 66% of top landing pages have their company name in the title tag.
Even the title tag can act as a part of your ad and it doesn’t take much effort to change it if you haven’t already. Digital marketing statistics show that this can make everything more cohesive and polished. While this might seem like a minor detail, it’s not a bad idea to include it in your strategy.
14. Long landing pages can generate 220% more leads than the short ones.
A lot of businesses believe that a text is better the shorter it is; however, this isn’t always the case, especially if your products are expensive or luxurious. It might seem counter-intuitive, but long form landing pages can be a lot more effective than those that have a simple above-the-fold CTA button. Short text landing pages are good for people who have a low-investment, low-risk product that doesn’t require a big commitment from the visitor, but if you’re trying to push a serious product then you’ll need to give them more info to sell them on it.
15. 11 is the average number of form fields on landing pages.
Landing pages that focus on having a visitor fill out a form can sometimes go a little overboard with the information they ask for. The point of forms is to establish early contact and build trust, so the landing pages with forms could benefit from fewer form fields by avoiding being too intrusive. Reducing the number of fields from 11 to 4 usually results in a 120% increase, so if you want a high conversion rate on your site, make sure to ask for the basic contact info only.
16. 56% of marketers claim that form logic plays a role in website performance.
It’s not just the number of fields that influences the bounce rate. Research shows that form questions need to follow certain logic to make customers want to fill them out and sign up, which means that your average landing page conversion rate will increase if you optimize the form logic to suit your purpose.
17. 46% of marketers believe that form layout has a big impact on conversion rates.
In addition to functionality, you also need to make your form look good. Something with a bold, eye-catching design will look more inviting, so invest in a good web designer if you want to charm the potential leads.
18. The conversion rate on landing pages is higher if you don’t ask for age in the forms.
While this might seem like nothing more than a harmless inquiry, landing page statistics show that certain form questions really kill the conversion for some users. Asking for age seems to be the biggest turn-off, and pages that require this field have a significantly lower conversion rate, so avoid this field if you can.
19. 37% of top landing pages include testimonials.
88% of consumers seem to place high trust in reviews and testimonials, so including them in your page can be very good for the business. You can place them in a prominent spot or add a picture slide that customers can click through to read about the experiences people have had with your brand. One of the benefits of landing pages is that they can clearly showcase why people trust you and why your future customers should opt to do business with you.
Testing Landing Pages
20. More than 20% of businesses don’t have a landing page testing strategy.
To their great detriment, a lot of businesses don’t seem to have a working testing strategy in place. Test your pages to make them useful for yourself, but also to see first-hand if and why something is not working.
(Business 2 Community)
21. 44% of companies use an A/B or split testing software.
A/B testing is testing one or more variations of an original landing page to see how effective it is and whether anything can be improved. Marketing statistics show that this is one of the easiest ways to check the response to your page and find new strategies that might work better.
22. 52% of agencies that use landing pages test them to improve the quality.
This number should be significantly higher because every company that wants to improve their business needs to test their landing pages for efficiency. Get split testing software for your company and it will make your business better.
23. 60% of companies perform fewer than 5 tests a month.
Again, if you want to improve your landing page conversion stats or any other related ones, you have to adjust to the ever-changing market and customer demands. Regular performance checks can go a long way in helping you come up with better strategies.
(Brilliant Web Solutions)
24. Testing multiple landing pages is considered difficult.
A lot of businesses don’t know how to test their pages effectively. If you are doing manual checkups, you might find it difficult to be accurate. Luckily, more split testing software is coming to the market, so you’ll be able to keep a better track of multiple landing pages with more ease.
25. Having effective landing pages can improve B2B company resources by enhancing the conversion rate by 40%.
A lot of B2B companies are fairly inexperienced and they claim that building and testing landing pages take up too much of their resources. However, having a sound strategy can increase their assets and drive up sales.
26. 48% of marketers build a different landing page for each new campaign.
This is actually a really great strategy and more businesses should be doing it. As mentioned before, having multiple landing pages can be very beneficial, so find web design companies that will deliver quality and improve each new campaign.
27. President Obama raised $60 million for his last campaign using A/B testing.
Why use landing pages? And what is the benefit of testing them with a good A/B software? Well, take the ex-president Obama as an example, because he financed a large chunk of his campaign this way! Of course, your results might not be quite as drastic, but this only goes to show what a proper strategy can do.
28. Only 77% of marketers are testing headlines.
Leading successful promotional campaigns relies on having a great title on your landing page. The title is there to greet, draw attention, and tell the viewer why they’re there, so make sure to use your A/B software to fully optimize it.
Landing Page Statistics on User Experience
29. Targeting your pages correctly can increase the conversion up to 300%.
What is your buyer’s persona? Interpreting the statistics of your landing page and tailoring the content to suit your customer’s particular tastes is the key to success. After all, customers love feeling like the company is personally focused on them and that it’s eager to take care of their needs.
30. 90% of the customers who read the headline will also read the CTA.
An eye-catching, bold title is necessary. Once you have that covered, you’ll compel most of the viewers to read your CTA button, as well, which increases the chance of getting their subscription. Come up with catchy landing page headlines and you’ll be well on your way to grabbing everyone’s attention.
31. 17% of businesses have embedded a Google map on their landing page.
This is an interesting new trend that can be very useful for certain companies. If you want your customers to find you and visit your stores more easily, embedding a Google map onto the landing page is not a bad idea.
32. Related videos can help increase conversions by 86%.
While anything that leads away from the page is generally not a great idea, anything that makes the customers stay on the page is definitely good. Relevant videos can be a useful strategy – introducing them will make for a very interesting landing page marketing campaign because they tend to grab and hold the viewer’s attention. Anything that makes the site visitors spend more time on your page increases the likelihood of them converting.
33. You only have 8 seconds to make an impression on a landing page.
Most viewers bounce within the first 0-8 seconds. Attention spans are short and people don’t want to deal with the content that isn’t engrossing, which is why your marketing strategy needs to draw them in right from the start.
(Interactive Marketing Inc)
34. 1-second loading delays can lower your site conversion by 7%.
People today are impatient, and if they notice that your site is slow to load, they’ll assume they can’t get good user experience from you. The best landing pages are those that are very quick to load, so optimize your site in a way that will make it run smoothly for all users.
35. Users are 80% more likely to read content that is combined with images.
People are visual creatures and using vivid imagery can really prompt them to act and subscribe to your site or make the purchase you want them to make. Don’t forget to use bold graphics and pictures on your landing page.
36. Including contact information on landing pages increases trust.
It’s only natural that people will feel more comfortable sharing their contact details if you share yours first. Landing page stats show that the companies which include a phone number increase customer trust and conversion rate because they show they are reliable.
Sources: HubSpot, Marketing Experiments, HubSpot, MECLABS, Word Stream, Nifty Marketing, Venture Beat, Econsultancy, Smart Insights, Adobe, Marketing Experiments, PageWiz, HubSpot, Business 2 Community, Invesp, Brilliant Web Solutions, Marketing Charts, Marketo, Serpstat, Optimizely, Marketing Sherpa, Steelhouse, EyeView, Interactive Marketing Inc, Neil Patel, Xerox, Neil Patel