Landing Page Conversion Rate: How Well Is your Landing Page Performing?

What do you want your landing page to do?

Convert.

Setting the goal for a landing page is simple. It’s the one and only conversion in any form. This can include signing up, subscribing to your newsletter, or downloading a free eBook. When a visitor takes any of these actions, it’s a conversion. 

This blog has everything you need to know about landing page conversion rates. Not just that, it has information on landing page statistics, a good landing page conversion rate, the average landing page conversion rate, ways to improve conversion rates, and more.

In short, the blog has so much in store. 

So, start reading!

What is a Landing Page Conversion Rate?

A landing page conversion rate is the percentage of visitors that convert or take the desired action. 

The higher the landing page conversion rate, the better. It indicates that your landing page is performing well at converting visitors into leads and, eventually, leads into customers.

On the contrary, a low landing page conversion rate indicates that something may be wrong with your landing page elements. 

For a low conversion rate, perform A/B testing to identify what needs to improve. Track your landing page conversion rates, and experiment with different headlines, Call-to-action (CTAs), layouts, images, colors, and more to see what works best for you. 

How to Measure Landing Page Conversion Rate?

The formula for calculating landing page conversion rate is (conversions ÷ visitors) x 100 = conversion rate.

For example, 500 people visit your website or landing page, and 100 people take the desired action. Then, your landing page conversion rate would be 20%.

Landing page conversion rates show the percentage of people who completed the call-to-action on your landing page. 

Why Your Landing Pages Might Not Be Converting Enough?

One of the best and most effective ways to generate leads is through landing pages. 

But what if your landing pages aren’t converting visitors? 😥

You must look into it right away!

Here are a few possible reasons why your landing page doesn’t convert.

1. Your Landing Page Design is Bad. 

Sorry for being blunt, but a crappy landing page design can ruin your conversion game. 

Several landing page designs are outdated, but a few others are genuinely bad, with a confusing layout, poor-quality images, and too much content. They look visually chaotic and spoil the user’s experience. So, remember to tweak your landing page design once in a while.

Performing a split test with your landing page design can help you identify the elements that need improvement. However, try variations to see what works for the audience when you find out the elements. At times, there’s no design error, but your target audiences prefer specific types of graphics, layouts, and illustrations.

The best way to avoid bad designs on your first-ever landing page is to use a template and customize it per your branding guidelines. Later, you can conduct split tests, adjust your design, and optimize the page. 

Here are two landing page designs – bad and good! Which one do you like?

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2. Your Landing Page Headlines could be Better.

Poor headlines might be another reason your landing page conversion rate is declining. 

Interestingly, on average, 8 out of 10 people read headlines, and only 2 out of the 10 read the rest of the copy. So, catchy headlines are a must!

Take a few tips to create an impressionable landing page headline.

Use action-oriented language. Prompt visitors to click on the CTA button for your desired result.

Make clarity a priority. While you might think hard to create a witty headline, if it’s unclear, it won’t work. So, choose clarity above all else.

Analyze headlines. Use tools like ShareThrough and CoSchedule to analyze your headlines before launching your page. 

After you have created a few headlines, A/B test them to see how they perform for the audience. 

3. Your Landing Page has More Than One CTA.

If you think that too many CTAs tempt visitors, you’re wrong!

Multiple offers overwhelm people, and they cannot decide where to start. This is called analysis paralysis. It happens when you use various CTAs on your landing page. So, to keep it simple and highly converting, use only one call-to-action on your landing.

After you have built your landing page, check the CTAs. Make sure to direct your audience towards taking one action only. If you have a longer landing page, add multiple CTA buttons that point to the same action. 

Avoid outbound links on your landing page that take your audience elsewhere. They distract visitors or make them exit the landing page. Remove all website navigation links and announcement banners. It can increase your landing page conversion rates by 100%.

4. Your Landing Page has Too Much Content.

When crafting your landing page copy, remember that it is a landing page, not a book. A landing page is not the place where you detail everything. 

Too much copy on your landing page makes it dull, long, and hard to understand (especially when you use jargon!)

Your landing page copy must be,

✅Clear and concise

✅Easy to understand

✅Straightforward

✅Informative and valuable.

Here are a few tips that might be handy when creating your landing page copy.

• Write short sentences.
• Use bulleted lists.
• Use heads and subheads to emphasize the benefits.
• Use images and videos to make the message interesting.

5. Your Offer isn’t Good Enough.

One of the mistakes companies make when creating landing pages is that they need to take the time to understand what the audience wants.

No matter how well-designed your landing page is, it won’t work for the audience if your offer isn't strong. So, survey your target market, understand their interest and queries, and then decide on the landing page offer. 

Here are a few questions you must ask yourself when crafting your landing page pitch or offering a lead magnet.

• Does the offer provide enough value to the audience?
• Does it educate them about something they care about?
• Are the right words being used to convey the offer?

How to Improve Landing Page Conversion Rate?

There is a key to every lock! 🤔

I mean, just like there are reasons behind low landing page conversion rates, there are effective ways to improve your conversion rates. Take a look.

1. Improve page load speed

Did you know that even a one-second delay in page load time can result in a 7% reduction in conversions? That’s how sensitive it is!

The load time of your landing page matters a lot. Multiple factors affect page load time. Among these, oversized (high-resolution) images are the number one culprit. Additionally, excessive white space, bulky code, too much content, inline styling, etc., can slow down your landing page. 

Hence, make sure to compress the images and test your landing page elements to find out the factors affecting the page load time.

2. Add proof of value

Why should your audience trust you? Have you offered them social proof to encourage making a purchase decision?

The idea here is to build credibility; nothing works better than social proof in this context. Relevant customer testimonial videos, success stories, case studies, reviews and ratings, and social sharing buttons are a few of the most effective types of social proof. Add them to your website to ensure that they do not have trust issues when someone visits. 

Social proof eliminates the hesitation to sign up with a brand or purchase something. So, make sure you do not miss out on gathering and showing off positive feedback.

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3. Create a visually appealing landing page

It just takes a few seconds for visitors to decide how long they’ll stay on the landing page, and they do so by looking at the visuals. 

The first thing visitors notice is how the landing page looks. So, choosing a clean layout and using rich multimedia elements (images, gifs, videos) is important. This adds life to the landing page. Research says that adding videos increases landing page conversion rates by 80 to 86%.

Though you must add some spice to your landing pages with graphics, do not overdo it. Instead, go for a simple and clean design to attract visitors.

4. Make your landing page mobile-responsive

Firstly, I would like to share two vital statistics.

• 53.3% of web traffic is now mobile.
• 52.8% of people say they’d give up video if the page loads faster on their mobile.

What’s this got to do with landing page conversion rates?

If your landing pages aren’t optimized for mobile devices, you will lose out on a lot of revenue. Most of the website traffic comes from mobile devices. Hence, your landing pages must be mobile-responsive. 

Coming to the use of videos on landing pages, though it boosts conversion rates, sometimes it’s simply not necessary. The video may slow down the landing page load speed on mobile devices. Thus, it may result in high bounce rates.

Besides making your landing pages mobile-responsive, consider the differences in user interaction when they visit your website via desktop vs. mobile. Make the pages more streamlined and sign-up forms shorter. This will ensure easy navigation from mobile devices. 

5. Perform tests

No other ways to improve your landing page conversion rate would be effective if you do not test. 

Several small details can impact your landing page conversion rates, as I have already mentioned. That’s why you must test the pages frequently. 

You can test your landing pages and identify what’s working and what’s not. To be more precise, performing split testing on landing pages can help you locate unknown issues, streamline your landing page’s message with the target audience, optimize the page, and boost conversion rates. 

Landing Page Conversion Rates: Statistics

Are you trying to perfect your landing page strategy? Then, look at a few vital landing page conversion rate statistics. 

1. Though the average landing page conversion rate is 26% (according to Databox), most landing pages have a conversion rate of 10% or less. 

2. Landing pages with sign-up forms that ask for personal information (name, birthday, or gender) have the lowest conversion rates – about 5 to 6%.

3. Landing pages with a 0-2 seconds load time have the highest conversion rates. Each additional second of load time reduces the conversion rate by 4.42% on average.

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4. The average conversion rate is 2.23%  for B2B landing pages. The top 10% generates an average of 11.7% conversion.

5. Your landing page conversion rates can increase by up to 300% using the right testing and targeting. 

6. Businesses using optimization software for their landing pages see an average conversion boost of 30%.

7. Addressing buyer fears on landing pages can boost conversion rates by a whopping 80%.

8. Personalized CTAs can make your landing pages convert 202% better than the generic ones. 

9. Landing pages with one clear CTA have a conversion rate of around 13.5% whereas landing pages with 2-4 CTAs convert only 11.9% of visitors. 

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10. Adding videos on landing pages can boost conversion rates by 80%.

With the hope that these landing page conversion rate statistics will help you improve your conversion rates, let’s talk about the average landing page conversion rate.

What is the Average Landing Page Conversion Rate?

After a lot of research on the average landing page conversion rate, a few studies came up with this. 

• Databox reports 26% as the average landing page conversion rate.
• Growth Marketing Pro reports 9.7% as the average landing page conversion rate.
• Wordstream reports 2.35% as the average landing page conversion rate. 

You might be thinking about the discrepancy among these findings. So, why are the average landing page conversion rates different in each finding?

Well, it is because several factors influence the landing page conversion rate. These factors include,

• Industry
• Audience
• Landing page builder 
• Conversion goal

Hence, depending on your survey audience, you can get different outcomes.

What is a Good Landing Page Conversion Rate?

It’s vital to know how well your landing page is performing, and for that, you must know what a good conversion rate for landing pages looks like. 

Knowing the range of a good landing page conversion rate allows you to understand the following: 

• Is your conversion rate working for you?
• Does your conversion rate indicate that you are successfully engaging with visitors?
• Is the conversion rate indicative of potential revenue loss?

Tracking outcomes, metrics, and KPIs is a significant part of any business strategy. Hence, here’s everything I know about a good landing page conversion rate. 

A good landing page conversion rate is above 10%, with a few businesses achieving an average of 11.45%. Now, that’s an exact landing page conversion rate. 

Broadly speaking, a good landing page conversion rate is between 5% and 15%, and companies with maximum success convert around 20 to 25%. 

According to a Databox survey, 23% of the participants agree that a good conversion rate for landing pages is between 21 to 50%. However, 20% of the survey experts say that a conversion rate between 3 to 5% is good enough. 

Again, 14% think 11 to 15% is a good conversion rate, and 10% agree that 15 to 20% is a good rate. Moreover, 10% of the survey respondents have also witnessed landing page conversion rates as high as 50%.

The moral of the story is that a good landing page conversion rate may differ based on experience. And before you start comparing your landing page conversion rate with another, know that a “good” rate varies by industry. 

So, let’s see the average landing page conversion rate scenario for different industries. 

Average Lead-Generation Conversion Rates by Industry

The average conversion rate can significantly vary by industry. So, before you compare, check what industry you are in and what the average landing page conversion rate is in your industry. 

If you are in the healthcare industry, the average conversion rate will differ from that of the SaaS industry. So, instead of racking your brains around the average landing page conversion rate, you must think about the landing page conversion rates by industry. 

Here’s the average landing page conversion rate across multiple industries. 

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Start Working on your Landing Page Conversion Rate Now!

Building a highly converting landing page is easier said than done. But if you choose the right landing page builder, you can create the best landing pages for your website. 

Furthermore, pair up your landing page builder with instant scheduling software to make the most out of your efforts.

RevenueHero can help you capture, qualify, and route all your form submissions from the landing page. The software can instantly qualify leads, assign them to the right sales reps, and schedule meetings right on your website. 

Sounds interesting? Schedule a demo now!