Using landing pages in your marketing strategy increases conversions, and which business wouldn't want that!

In fact, around 54% of marketers say that they want to increase sales leads and 49% say they want to increase customer acquisition.

Next on the list is increasing customer engagement at 43%, and increasing brand awareness at 38%.

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?

From landing page optimization to navigation bars, visuals, and testing, let's take a look at some recent stats that show just what to (and not to) do!

  • General Landing Page Statistics 📢
  • Best Landing Page Practices Statistics 🎯
  • Landing Page Conversion Statistics 💸
  • Landing Page Design Statistics 🎨
  • Conclusion 🙌
  • General Landing Page Statistics 📢

    • 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
    • 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
    • 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 9 so it makes sense that 86% of the most successful landing pages are optimized for mobile devices. 1
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    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 and 88% of those people trust peer reviews more than brand-sponsored messages. 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
    • 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. 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

    Best Landing Page Practices Statistics 🎯

    • 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
    👉
    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.
    • 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!

    • 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
    • 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. 55% of top pages also had their business name in the title. 11% of the landing pages included keywords in their H1. 8

    Landing Page Conversion Statistics 💸

    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 percent 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 percent. Of course, the lower the bounce rate is, the better your landing page is performing. 5
    • Personalized CTAs convert 202% better than default versions. 3
    • 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
    👉
    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

    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 percent 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
    • 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
    • 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
    👉
    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

    Conclusion 🙌

    If you aren’t incorporating landing pages in your marketing strategy, it’s time to start!

    By having a clear goal in mind, utilizing best practices, and testing regularly, businesses can significantly boost their conversions and revenue.

    Sources

    1. "33 Landing Page Statistics Every Marketer Should Know in 2022" by Techjury
    2. "The Ultimate List of Landing Page Statistics for 2022" by GMP
    3. "11 Stats That Make a Case for Landing Pages" by HubSpot
    4. "19+ Landing Page Statistics For 2022: All You Need To Know" by Startup Bonsai
    5. "Landing Page Metrics That Matter: 8 Metrics You Need to Measure" by Rock Content
    6. 7 Steps to a Perfect Landing Page", "The Definitive Guide to Creating High Converting Landing Pages", "100 Conversion Optimization Case Studies" by Neil Patel
    7. "The Ultimate List of Landing Page Statistics for 2022" by Findstack
    8. "20 Fresh Landing Page Statistics: The Stats to Know for 2022" by Email Vendor Selection
    9. "12 Best Landing Page Statistics You Should Know" by Popup Smart
    10. "66 Essential Landing Page Stats and Trends 2022" by Thrive My Way