Top Stats At A Glance
  • The average landing page conversion rate is 9.7%. 1

  • A typical landing page bounce rate benchmark is 60-90%.3

  • 48% of marketers build a new landing page for each new campaign. 2

  • The most popular landing page is a squeeze page, where you prioritize scoring the user’s email address. 5

  • Click-through landing pages perform best for most industries, but 62.6% of landing pages use forms. 4

  • Using landing pages in your marketing strategy increases conversions, and which business wouldn't want that. But not all landing pages are equal. So, what is it that makes for a hot landing page and what practices should you be employing or cutting out?

    Do you know? 👇

    What percentage of personalized call-to-actions on landing pages convert better than generic ones?





  • General Landing Page Statistics 📢
  • Best Landing Page Practices Statistics 🎯
  • Landing Page Conversion Statistics 💸
  • Landing Page Design Statistics 🎨
  • That's A Wrap!🎁
  • General Landing Page Statistics 📢

    Diving into the digital realm, it's crucial to understand the numbers driving landing page performance. Here's a snapshot of the general statistics shaping the landscape of landing pages today.

    • In fact, around 54% of marketers say that they want to increase sales leads and 49% say they want to increase customer acquisition.  1
    • Next on the list is increasing customer engagement at 43%, and increasing brand awareness at 38%. 1
    • 4 in 10 clicks generated by B2B companies direct consumers to the homepage in place of the landing page. 1
    • 52% of B2B PPC ads point to a home page instead of a landing page. 7

    52%

    of B2B PPC ads point to a home page instead of a landing page.

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    • Creating 30 or more landing pages can get up to 7x more leads than those who have less than 10. 1
    • Marketing specialists have found that companies see a 55% increase in leads when they increase the number of landing pages from 10 to 15. 9
    • Click-through landing pages perform best for most industries, however around 62.6% of landing pages use forms. 7
    • According to 46% of B2B marketers, form layout has a massive impact on conversions. 10
    • A good landing page conversion rate would be from 2.6% to 6.1%. The average rate is 4.02%. 2
    • More than 20% of companies that use landing pages admit to not having a reliable landing page testing strategy. 4
    Interactive Infographic

    46%

    of B2B marketers said that form layout has a massive impact on conversions.

    20%

    of companies that use landing pages admit to not having a reliable landing page testing strategy.

    • An eye tracking study shows that it takes 2.6 seconds for a user’s eyes to land on the part of your site that will leave an impression. 6
    • The average landing page bounce rate is roughly 40.5%. Of course, the lower the bounce rate is, the better your landing page is performing. 5
    • A one to ten-second delay in load speed increases the probability of the visitor bouncing by 123%. 10
    • Up to 70% of web traffic comes from mobile devices so it makes sense that 86% of the most successful landing pages are optimized for mobile devices. 1
    • Multiple offers kill conversions, something which the previous stats show all too clearly yet only 48% of marketers are following the golden rule: “One landing page, one offer.” 1
    Email post-click landing pages could generate $48 in ROI for each $1 spent. 10
    • As far as channels, email converts best at 13.0%. 2
    • Apps and devices have the highest category conversion rate (6.2%). 2
    • 48% of top landing pages ranked in Google Maps and organic search query results. 3
    • A quarter of online shoppers land on product-detail pages. 10
    • 92% of people read an online review before buying. 6
    • 88% of consumers trust online reviews as much as personal recommendations.9
    • Landing pages with social proof in the copy convert at an average of 12.5%. 7
    • In a research study titled The Impact of Color on Marketing, researchers discovered that up to 90% of consumer decisions about particular products are based on color. 6

    48%

    of top landing pages ranked in Google Maps and organic search query results. 1

    88%

    of consumers trust online reviews as much as personal recommendations.2

    92%

    of people read an online review before buying.3

    78%

    of landing pages have a load time or 5 seconds or less. 4

    • Landing pages that include images of people instead of objects, receive a higher CTR while images without text have a 52% higher CTR than images that don't have text. 10
    • Landing pages that include a price can double lead generation - if a price isn't displayed, potential customers automatically assume that the product is expensive. 6
    • When compared to interactive Wheels of Fortune, pop-ups, and sign-up boxes, landing pages have the highest conversion rates. 8
    • 78% of landing pages have a load time or 5 seconds or less. 8

    2803

    is the average number of backlinks to top landing pages.

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    • 2803 is the average number of backlinks to top landing pages. High quality landing pages achieve a higher number of backlinks. This improves SEO and brand awareness. 8
    • 55% of landing page submissions coming from lead magnets and downloadable eBooks present more than half. 8
    • 43% of people stated that a dedicated landing page is very effective if you want to increase your conversion rates. 9
    • 52% of marketing professionals reuse landing pages for their campaigns. 10
    🤓
    General Landing Page Statistics offer a broad overview of trends and patterns in landing page design and performance. These metrics help businesses understand user behavior and preferences in the digital space.
    Your Burning Questions Answered

    What is a landing page, and how does it work?

    A landing page is where visitors ‘land on’ when they click an external link from a marketing medium like websites, emails, or social media platforms–usually isolated from the rest of the website.

    Why is a landing page significant?

    Marketers use landing pages to track data and leads, catch their visitor’s focus or nudge toward action, and test out campaigns.

    How effective are landing pages?

    Pretty effective if you get the basics right. For the best conversions possible, ensure your page loads quickly, is optimized for mobile, and only contains one offer.

    Best Landing Page Practices Statistics 🎯

    Dive into the numbers behind successful landing pages. These statistics shed light on the top practices in landing page design, guiding you to optimize conversions effectively.

    • Long-form landing pages can generate up to 220% more leads than above the fold call-to-action (CTA). 1
    • Most website visitors are starting to scroll past the fold. In fact, they often spend over 66% of their time scrolling down to see what lies underneath. 6
    • Companies that create 30 or more landing pages get 7 times more leads than those that use fewer than 10. 1
    • Publishing effective landing pages at regular intervals will get you more leads. Publish more than 40, and it could generate 12x more leads. 10
    • The average number of fields on lead generation forms is 11. 1

    55%

    of top pages also had their business name in the title.

    11%

    of the landing pages included keywords in their H1.

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    • When building a form, keep in mind why you are asking for specific information. By focusing on the end goal, you'll keep the form to-the-point; you don't want to be asking for a phone number when the user is filling out a form to download an eBook. 1
    • Companies that use a conversion rate optimization (CRO) tool generate a 223% increase in ROI on average. 1
    • If you use marketing automation to nurture your prospects, it could result in a 451% increase in qualified leads. 10
    • Using the right target and test types could increase your landing page conversions by up to 300%. 10
    A/B split testing is regarded as the best method for improving conversions with 60% of businesses deeming this method “highly valuable”. 4
    • Since the headline is the first thing users see when they hit your page and only 20% of users will read past your headline copy, it’s the most impactful place to A/B test. 2
    • Clarks, the shoe company, ran a basic A/B test where they switched out a carousel slider in favor of a static banner. The result was a 17.5% increase in conversions. The bounce rate even dropped 16% at the same time! 1
    • 9 out of 10 customers trust reviews and testimonials on landing pages. 2
    • If you decide to use forms, the highest-converting number of fields is 3, with an average conversion rate of 10%. 3
    • The most popular form field combinations use email address and name (7%) and email address and birth date (5.7%). 3
    • Including contact details on your landing pages increases signups by 14,8%. 8
    Interactive Infographic

    86%

    of the top landing pages are mobile-friendly.

    78%

    of top landing pages have their location in the title tag. Adding a location in the title helps to improve conversions for local pages.

    90%

    customers trust reviews and testimonials on landing pages.

    • Unbounce Marketing found that around 82.2% of landing pages need optimization, namely images in need of compression. 8
    • 86% of the top landing pages are mobile-friendly. 9
    • Google determines a good page load speed to be 2-3 seconds. 9
    • 78% of top landing pages have their location in the title tag. Adding a location in the title helps to improve conversions for local pages. 9
    👁️‍🗨️
    Best Landing Page Practices Statistics provide insights into the top strategies and elements that enhance conversion rates. Adhering to these practices can optimize user engagement and drive desired actions on a webpage.
    Your Burning Questions Answered

    What are the effects of mobile optimization on landing pages?

    With the increasing number of smartphones today, people generally access the Internet through mobiles. Hence, by optimizing landing pages for mobile, there is a high possibility of more customer inflow.

    Are videos necessary on landing pages?

    As we often use text and motion graphics, videos tend to create a different kind of impression in the minds of your visitors. When we use a unique product, the effect is more substantial when a promotional video advertising.

    Landing Page Conversion Statistics 💸

    Explore the figures that drive landing page results. This section delves into the data on conversion rates, providing insights into what makes a landing page effective.

    The main goal of most landing pages is to collect contact information from potential customers so they can convert to leads and eventually loyal customers.

    • Conversions can be boosted by up to 300% or more if correct targeting and testing is implemented. 1
    The average conversion rate for landing pages is roughly 2.35%.
    • The top 25% of websites have conversion rates of at least 5.31%, while the top 10% have conversion rates of at least 11.45%. 5
    • The industry with the lowest average conversion rate is higher education at 2.6% while the industry with the highest conversion rate is vocational studies and job training at 6.1%. 10
    • The average conversion rate for business consulting is 5% while the travel industry has a conversion rate of 5% and the credit and lending industry has a conversion rate of 5.6%. 10
    • Landing pages with sign-up forms asking for personal information like name, gender, or date of birth have the worst conversion rates - about 5-6%. 1
    Landing pages have a 160% higher conversion rate compared to other types of signup forms. 8
    • Marketers see a 4.42% drop in conversion rates for every second of page-load time. 2
    • The average landing page bounce rate is roughly 40.5%. Of course, the lower the bounce rate is, the better your landing page is performing. 5
    • A study of online customers found that adding words that created a sense of anticipation and joy to their copy resulted in more conversions. 9
    • Pages with one clear call-to-action (or link) converted 13.5%, whereas pages with 2-4 links or CTA’s only converted 11.9% of visitors. 4

    Personalized CTAs

    convert 202% better than default versions.

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    • Landing pages that include a business phone number boosts trust and conversions, boasting a 54% sign-up rate in comparison to only 46% sign-up rate on landing pages that didn't. 4
    • Featuring social proof converts 1.1% better than landing pages without. 4
    • Landing pages that make use of UGC (User Generated Content) convert more visitors than those without UGC. 10
    • Requesting a person's age leads to lower conversion rates. 10
    • Out of all the companies that experienced an improvement in conversion rates during the last twelve months, an average of 50% did more testing, including the use of split testing software. 10

    SEO Conversion

    • The top-ranked pages on Google Search boast a nearly 30% click-through rate.9
    Pages positioned third see a 10% rate, while those ranking ninth or lower dip below 2%.9
    • Organic search results for optimized pages capture 94% of traffic, overshadowing paid results.9
    • In 2020, anticipated ad spending on Google stood at 36.3%, with Facebook accounting for 19.3%.9
    • Leveraging marketing automation tools can amplify qualified leads by a staggering 451%.9
    • Most blog readers, about 80%, don't venture beyond the initial heading.9
    Interactive Infographic

    80%

    of blog readers don't venture beyond the initial heading.

    43%

    of readers are keen on more video content within blogs.

    90%

    of those who peruse headlines also engage with the CTA text.

    • Headlines with numbers are favored by 36% of readers.9
    • Pop-up boxes can supercharge a blog's subscriber count by up to 1375%.10
    • By fine-tuning 12 CTAs with search keywords, HubSpot witnessed a 99% surge in lead generation and an 87% boost in blog conversion rates.10
    • Blog entries offering templates experience a 240% higher conversion rate.10
    • Choosing real-life visuals over stock photos can enhance conversion rates by 35%.10
    • The verbiage on a CTA button, like using "submit", can potentially reduce conversions by 3%.10

    eCommerce Conversion

    The food and beverage sector boasts the highest average eCommerce conversion rate at 4.95%.11
    • In Q1 2019, desktops led eCommerce conversions at 4.01%, trailed by tablets at 3.54% and mobiles at 1.88%.11
    • In contrast, sporting goods lag behind with a conversion rate of 2.35%.11
    • Mobile sees a steeper shopping cart abandonment rate of 77.8% compared to desktops at 67.1%.11

    Website Conversion

    • Top-performing companies allocate a minimum of 5% of their funds for CRO initiatives.10
    • Companies typically allocate around $2,000 for CRO tools.10

    17%

    of marketers leverage A/B testing to amplify conversion rates.

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    • A significant 68% of mainly smaller businesses lack a well-defined CRO plan.11
    • 50% of businesses emphasize the critical role of CRO in their digital outreach.11
    • HubSpot data shows that 69% of marketers prioritize lead conversion.11
    • A/B testing is the favored CRO approach for 56% of marketers.11
    • Companies with landing pages often utilize A/B testing, with 52% seeing enhanced conversions.11

    Evoking emotions like awe or humor can positively impact conversion rates.

    Popular Emotions

    • Besides conversion metrics, 44% of firms employ A/B testing software.7
    • Social media channels account for 31.24% of referral traffic to sites.7
    • Business spending patterns show $92 on user acquisition versus just $1 on CRO.7
    • Making a site mobile-friendly can potentially triple the mobile conversion rate, reaching 5% or more.7
    • HubSpot's research found that end-of-article banner ads yield just 6% of leads from blog posts.7
    🤓
    Landing page conversion statistics reveal the effectiveness of various design and content strategies in driving user action. Factors such as personalization, video content, and mobile optimization significantly influence conversion rates.
    Your Burning Questions Answered

    How much money do companies spend on conversion rate optimization?

    Companies spend an average of $2000 of CRO.

    How much likely are retargeted visitors to convert?

    Retargeted visitors are 43% more likely to convert.

    What click-through rate does pages that rank #1 on Google Search have?

    Websites that rank #1 on Google have a click-through rank close to 30%.

    Landing Page Design Statistics 🎨

    Before creating your landing page, you need to know exactly what it is you want to offer. Not having a clear goal can make things messy or unclear which will impact your conversions.

    • Did you know that images, videos and graphics can attract your visitors and persuade them emotionally to take action? That’s because 40$ of people respond better to visual content than to text. It makes for a positive user experience. 6
    • Viewers are 80% more likely to read content that features colorful visuals. 3
    Interactive Infographic

    58%

    of companies use clickable graphics.

    • Visual Website Optimizer ran one test that compared a fake, stock truck driver with a real one. The landing page with a real person pulled in over 161% more clicks and a 38% registration increase. 6
    • 58% of companies use clickable graphics. 10
    • Images without text have a 52% higher click-through rate than images with text. 10
    • More than half of SaaS landing pages have a green Call to Action (CTA) button. 10
    • Putting multiple offers on your landing page can decrease conversions by up to 266%. 1
    Using videos on landing pages can improve conversions by 86% BUT 52.8% of people say they’d give up video content if the page loads faster on their mobile. 1
    • Interactive content increases the efficiency of your message transmission by 79% and is 81% more likely to hold the visitor’s attention. 10
    • 77% of landing pages are positioned as a home page. 1
    • Most landing pages that featured lead capture forms included 5 or more form fields 4  but the highest-converting number of fields is 3. 3
    • 86% of the most successful landing pages are optimized for mobile devices. 1
    • Addressing buyer fears on landing pages can increase conversion rates by 80%.2
    • 65% of top landing pages have their business name in the title tag. 3
    • Only 2 out of 10 people read the whole of a landing page, but 8 out of 10 people read the headline. 10

    77%

    of landing pages are positioned as a home page.1

    86%

    of the most successful landing pages are optimized for mobile devices.2

    65%

    of top landing pages have their business name in the title tag.3

    30%

    of landing pages have too much copy.4

    • Readability increases roughly 11.8% in accordance with copy length - Keep your landing page copy short - say 250-300 words unless you’re selling software that is a more complicated, complex product like a SaaS product. 9
    • Almost 30% of landing pages have too much copy. The study showed that business sector landing pages with fewer than 100 words converted 50% better than those with 500 words or more. 4
    • In one study, making copy more action oriented caused 93% more people to click-through. 6
    • Customized CTAs on landing pages have a 202% higher conversion rate than generic ones.8
    Landing pages featuring user-generated content (UGC) also see a 200% boost in conversions.
    • Interestingly, 84% of landing pages include navigation, but this can divert the 80% of mobile users' attention that's focused at the top.7
    • Notably, 91% of SaaS landing pages omit navigation, and 73% have a single CTA, minimizing distractions.8
    • The typical landing page headline is 44 characters long.7
    • Yet, only 27% of these headlines use direct terms like “You” and “Your.”8
    • Over half of SaaS landing pages (54%) showcase testimonials, and 61% incorporate a logo bar.7

    Landing Page Video & Visuals

    • Current trends indicate adding videos to landing pages can spike conversions by 80%.8
    • 78% of marketers believe videos on landing pages boost sales, yet only 26% of top landing pages feature one.8

    78%

    of marketers believe videos on landing pages boost sales

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    • Videos are crucial as nearly half of online shoppers view product-related videos before buying.6
    • This trend explains why 90% of digital marketers incorporate videos in their campaigns.8
    • A significant 86% of top landing pages are optimized for mobile.6
    • Landing pages tailored for brief reading get more attention.6
    • While only 20% read a landing page in its entirety, 80% will scan the headline.4
    • About half of SaaS landing pages display images of individuals.4
    • A staggering 92.6% of shoppers say visuals influence their buying choices.4
    • Close-up images on landing pages engage 24% more than distant shots.4
    Association with Cheap Products (%)
    Length of SaaS Lending Page Headlines by Number of Characters

    • Over 50% of SaaS landing pages use a green CTA button.4
    • Lengthier landing pages yield 220% more leads than concise ones.4
    • Employing marketing automation for lead nurturing can amplify qualified leads by 451%.4
    👉
    Using a two-step breadcrumb style form to collect customer information was 30% more effective than using a traditional 1-step form. The idea behind this is that you can gather more information without overwhelming users with a long form with 5+ fields. 4
    Your Burning Questions Answered

    How many landing pages is too many?

    When it comes to landing pages, there’s no such thing as too many. On the contrary, using multiple landing pages can be very powerful. Here are a couple of statistics to back this statement up.

    How much does a landing page cost?

    The cost of a landing page depends on what you expect from your landing page. A landing page could potentially cost from a few dollars to several thousand.

    What is a reasonable conversion rate for a landing page?

    Across a variety of different industries, a good average landing page conversion rate is 2.35%. However, top landing pages can expect to convert at 5.31% or even higher. If you manage to break into the top 10% of landing pages, you can expect a conversion rate of 11.45%, possibly more.

    That's A Wrap!🎁

    Nearly all online businesses employ landing pages. Yet, there's a difference between simply using them and using them to their full potential. Remember these landing page statistics to enhance your conversion rates.

    They offer insights into the latest effective strategies in digital marketing, paving the way for superior business growth.

    Sources

    1. "The Ultimate List of Landing Page Statistics for 2022" by GMP
    2. "Landing Page Metrics That Matter by Rock Content
    3. 7 Steps to a Perfect Landing Page"
    4. "The Definitive Guide to Creating High Converting Landing Pages"
    5. Conversion Optimization Case Studies by Neil Patel
    6. Most popular global mobile messenger apps by Statista
    7. Tencent by Tencent
    8. Monthly active users of the leading apps in China by Statista
    9. Landing pages comparisons to improve your conversions in 2022
    10. E-commerce Conversion Rate by Yotpo
    11. Anatomy of the perfect opt-in landing page by OptinMonster
    12. How to increase landing page conversion rates with video marketing by Hallam
    13. What is a good conversion rate by WordStream
    14. How colors affect conversions by Neil Patel
    15. Landing page navigation by HubSpot
    16. Xerox Study
    17. Visual content marketing statistics by Venngage
    18. Consumers trust online reviews by Search Engine Land
    19. Rank Tracker by Serpstat
    20. Ecommerce statistics by SalesLion
    21. Registration form optimization steps by Marketing Experiments