A landing page is a page on your website that visitors are directed to after clicking on a Google result or promotional link. It’s usually where you’d want to introduce your brand and products. A good landing page is an important tool in helping you build a website that thrives.
When done well, this type of page can create a lot of success for your business – landing page conversion rates are very successful relative to other types of forms. There are a lot of interesting things to learn about this type of page – and we’ve gathered the best landing page statistics below to start!
- Landing pages have a 160% higher conversion rate than other types of signup forms. Compared to pop-ups, which have the potential to annoy some users, and forms buried in other website pages, landing pages have the advantage of being the first place a visitor will “land” when coming to your site.
- Landing pages have an average conversion rate of 26%. For context, a website conversion rate is considered “good” across industries if it falls between two and five percent!
- Landing page conversions can be improved by 10% by minimizing distractions. Following web design best practices can help with this – everything from competing colors to a lack of white space can end up negatively impacting your conversions.
- Adding videos to landing pages increases conversions by 86%. Including a video that features you and/or your team speaking about the products or services you offer is a great way to strengthen consumer relationships – by helping them put a face to your business, you can build more trust and loyalty.
- 8 out of 10 people will read your headline, and only 2 out of 10 will read the rest. These days, people like to be able to scan their content – so it helps if you start with the most engaging information first!
- 86% of the top landing pages are mobile-friendly. This is really important, since 59% of global website traffic came from mobile devices last year. Mobile first design is more relevant than ever.
- 48% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%. Choice paralysis is real! This goes back to distracting your audience – make sure not to overwhelm them with too many options on your landing page.
- Video content is used on 30% of top landing pages. Video is a great way to capture your audience’s attention, and to tell your story with more than just walls of text. Incorporating video is an important part of building a website.
- Landing pages with a 0-2 second load time have the highest conversion rates. Website load times have a huge impact on user experience and customer satisfaction – the speedier, the better!
- On average, most landing pages include five form fields. In other words, landing pages with lead capture forms tend to include five or more fields for users to fill out. In our opinion, less is more, especially because you don’t want to push away users with too many questions – so try to cap it at five!
- On that note, one company was even able to increase conversions by 120% by reducing their form fields from 11 to four!
- Words matter, too – one study found that using language that creates a sense of anticipation or joy to your copy results in more conversions.
- Landing pages with social proof convert better than those without. By using social media posts or reviews from your customers, you can boost consumer’s confidence in your business.
- Signups increase by 9% when a landing page includes contact details. Many customers want to get in touch, but might not be invested enough to go digging for your information – so it pays to make things as easy as possible for them.
- Competing offers on a landing page can reduce conversion rates by 1.5% – so it helps if you pick one thing you want your page to focus on.
- Landing page conversions drop when companies ask personal questions. Turns out, it’s not just the number of questions you ask that matters – it’s also the type! And results indicate that people are put off by too many personal questions.
- Visitors are 80% more likely to read content combined with pictures. Including images on your landing page is a great way to engage users who otherwise may have skimmed past important information. Visuals can make even the driest copy more appealing! Plus, you can optimize your images to make them as user-friendly – and search engine friendly – as possible.
- People are 80% more likely to buy your product after watching a video about it. Videos are a great way to give people more information in a format that doesn’t feel like work.
- Personalized calls to action (CTAs) convert up to 202% better. These are CTAs that are tailored to a user’s preferences based on indicators like their previous browsing behavior, and they help draw customers’ attention to the products that are most likely to fit their needs.
- Two-step landing pages can be up to 30% more effective. This might seem counterintuitive – especially now that we know the less form fields, the better – but when you break up those form fields onto two pages, people won’t be as overwhelmed by the total number of fields they have to fill out.
- On that note, even form layout has a big impact on conversions, according to 46% of marketers. The more complex a form looks, the more customers will want to abandon it rather than filling it out.
- Green and blue are very popular colors for buttons on landing pages. Your website’s color palette can have a huge impact on user experience, and CTA buttons are no exception! Nearly 70% of all CTAs are green or blue.
- 92% of signup buttons are less than five words in length. Short and sweet takes the cake here!
- And on that note… 88% of headlines are less than 10 words in length, with an average length of six words.
As we now know, landing page conversion rates are important. But what’s the best way to make sure you’re optimizing your landing pages to drive the most conversions? Well, there are some landing page-specific conversion rate optimization best practices to follow…
A/B testing is the best way to do this. A/B testing is a research method in which you make slight changes to different components of your landing page, and then see how those changes perform in real time.
A/B testing works by splitting out the different versions of the page – version “A” and version “B,” for example – so that you can see which one gets more clicks and engagement. You can then track your landing page conversion rates to see how your changes are impacting performance.
When it comes to conversion rates, don’t forget that it’ll vary depending on device type. Mobile vs desktop conversion rates differ, and understanding your users’ behaviour on each will help you to optimize for more conversions. For example, mobile users are often on the go and scanning quickly, so simplifying pages, showing key information, and making CTAs easy to find may lead to more conversions!
Top Tip: Don’t only test CTAsThey may seem like the most impactful part, but you should also test different headlines, images, and other elements to see what works best for your audience.
As you can probably tell from our list of landing page statistics, landing pages can be used for a variety of purposes, such as promoting a new product or service, collecting email addresses, or generating leads for sales.
It’s no secret that first impressions matter – and because the landing page is typically the first part of your website that visitors will see, having an optimized landing page can bring about so many important benefits. Landing pages can help you:
- Generate leads. If you have an engaging form on your landing page – including the right layout and number of fields, as we now know! – people will be more likely to fill it out, and you’ll be able to capture more leads. And the more leads you generate, the more of your target audience you’re effectively reaching.
- Increase sales. Whether the goal of your landing page is to promote your brand, reach new audiences or close a sale, you can tailor it to each of these goals – and all of these goals will ultimately help you increase sales, directly or indirectly. By using enticing copy and engaging images, you’ll be able to attract – and keep – your landing page visitors’ attention.
- Build brand awareness. You can use your landing page as an opportunity to tell visitors more about your mission and story. This not only gives people a reason to root for your business, but it also makes your brand more memorable and therefore recognizable in the future.
- Track the effectiveness of your marketing campaigns. You can sync different online tools – Google Analytics being one – with your landing page and use different metrics to measure its success, such as the number of visitors landing on the page and the conversion rate.
So, you know all about landing page statistics, but what about how to build your own landing page on your website?
A landing page is an essential component of any successful website. We’ve seen a lot of them in our research, so we’ve put together this quick list of our best tips for creating a landing page that inspires and converts.
- Make sure your landing page is relevant to the traffic you are sending to it.
- Use a strong headline that captures attention and conveys the value of your offer.
- Include a clear and concise CTA that tells visitors what you want them to do.
- Use high-quality images and videos to break up your text and make your landing page more visually appealing.
- Keep your landing page design simple and easy to navigate.
- Track your landing page conversion rates so you can see how your changes are impacting performance.
Top Tip: You don't have to start from scratch...…In fact, there are tons of free landing page templates out there that you can use to get the ball rolling!
Now that you’ve seen your fair share of landing page stats, and know the importance of this website feature, you’ve got everything you need to start building a successful landing page of your own. Which landing page statistics surprised or interested you the most? Share your thoughts with us in the comments!