Landing pages are a great way to capture more leads and boost your conversion rates, but only if you do it right.
As such, for the purpose of this read, we have created a list of 40 actionable Landing Page statistics. These will help you to create as well as optimize your landing page for better engagement metrics and conversion rates.
So without further ado, let’s get started:
CRO, short for Conversion Rate Optimization is the process by which we increase the number of website visitors that perform the intended action like subscribing to a newsletter, filling a form, purchasing a product/service, and the likes.
It is measured as the ratio between the (number of users performing intended action):(total number of users visiting the page/post).
Now, the entire purpose of creating a landing page is to help capture leads and “convert” them into paying customers. So with that in mind, here are some of the most useful landing page statistics to help with your Landing Page CRO.
1. Landing pages with videos have 86% higher conversion rates.
It is no secret that most users prefer watching videos over reading books or articles. Furthermore, video-based content is better at demonstrating a product or service compared to text.
As such, landing pages that use explainer videos generally see higher conversion rates.
2. CTA buttons that use the word “submit” can reduce conversion rates by up to 3%.
Words like “Submit”, “Sign-up”, or “Register” are too direct and can steer users away.
Instead, using personalized CTA like “Click Here,” or “Click to Get Your Gift” makes users more comfortable leading to better conversion rates.
3. Landing Pages with Signup forms have the highest conversion rates.
Landing pages can have different methods for capturing user leads. For example, they can either use a full contact form or a much more subtle signup form.
Since signup forms offer much less resistance as they only ask for the users’ email addresses, it is more likely to get completed.
4. For every 1-second delay in your site’s loading speeds, your conversion rate dips by 7%.
Source: Niel Patel
In this fast-paced world, people don’t like to wait. So if your site takes too long to load they will leave and go to one of your competitors leading to increased bounce rate and loss in potential conversions.
5. Sites with 10 to 15 landing pages can increase lead generation by 55%.
Having multiple landing pages for your different products and services will interest more customers and you will end up with more leads.
6. Asking users for their age can reduce conversion rates.
Users don’t want to enter personal information like age unless it’s important for the product/service (for example, while buying Alcohol).
7. Landing pages with User Generated Content (UGC) have higher conversion rates.
Seeing content left by other users instills a sense of trust in your visitors which boosts your conversion rates.
8. 80% of visitors will only read your headline and 20% will go through the rest of your page.
No matter how much you have worked on creating the body of your landing page, most users won’t bother to read it.
This is because the first thing a user notices after visiting your site is the headline. And if the headline doesn’t manage to capture the user’s attention, then they will not bother with your content.
9. Long-Form Landing Pages can generate over 220% leads.
Source: Marketing Experiments
A long-form landing page that answers all user questions and doubts will help you capture more leads.
10. You need to make an impression within the first 8 seconds the visitor lands on your site.
Source: Interactive Marketing
Users are very quick to judge and make an impression of your website.
Studies have shown that a user is likely to make an impression within the first 8 seconds on your website – considering they even stay that long.
As such, build your landing page to captivate visitors as soon as they land.
11. You can improve user engagement rates by 80% with the use of bold and attention-grabbing imagery.
You know how the saying goes – A picture is equal to a thousand words. And let’s face it, simple text is super boring.
So try to include more relevant and captivating images and graphics and see your engagement levels soar.
12. 88% of customers are likely to convert if they see testimonials and user reviews on the landing page.
Source: Niel Patel
Users feel more comfortable if they see other users have used your product/service and are satisfied with it.
13. 80% of mobile visitors mostly focus their attention on the top of the page.
People browse sites differently compared to mobiles as with desktops. The smaller screen real-estate diverts their attention to the top of the page.
14. Using close-up images over zoomed-out images can improve engagement rates by 24%.
Source: Taboola Trends
Close-up images are easier to see which helps users to make out details and context, leading to more engagement levels.
15. You can see an increase of 120% in conversion rate by reducing the number of form fields to 4 or less.
Fewer fields to type-in equal less hassle for the user. This will give you higher conversion rates and reduced bounce rates.
16. Click-through landing pages get the most engagement. However, 62.6% of landing pages use forms.
Filling up forms is a lot of hassle and presents a level of commitment to the user. However, if your landing page is just click-through then it is more likely to engage your visitors more and increase conversion rates.
17. Enabling Click to Scroll can reduce the bounce rate by 37%.
If the user needs to click a button before they can scroll and skim your landing page, it’s more likely they will stay longer and read more.
18. 30% of landing pages have too much copy.
Making your landing page too cluttered with a lot of copy and information can negatively impact conversion rates.
19. Removing external links from landing pages can boost conversion rates by 28%.
Having external links on your landing page can take your visitors out of your website and they might not return. This will diminish your conversion rates.
20. Landing pages that make users laugh or feel awe get more conversions.
Users want to buy products or services from companies that are interesting or instill a sense of positivity.
A/B testing also known as split testing is a practical and effective user experience research methodology. Here, you create two instances of the same product/service – in this case landing pages. Next, you show a part of your user group version A whereas the other part gets to see version B.
You then gather data on the performance of Version A compared to Version B and pick whichever is performing better.
Here is a quick look at some fascinating stats on A/B testing related to landing pages.
21. 42% of marketers think that A/B testing is the most difficult part of landing page CRO.
A/B testing might be a bit complicated at first, but give it some time and you will soon get used to its features and benefits.
After that, it can really help optimize your landing pages and give you better conversion rates.
22. Targeting and testing landing pages correctly can increase conversion rates by 300%.
Using A/B testing you can fine-tune the message on your landing page to resonate with your readers and boost your conversion rates three-folds.
23. 44% of companies are using dedicated split-testing tools.
Using dedicated tools for split-testing can help you gather the most amount of user data to help you make productive changes on your landing page(s).
24. 61% of companies run 5 or less A/B tests on the landing pages per month.
You should run as many A/B tests as possible to ensure your getting the best possible conversion rate from your landing pages.
25. Call to Action buttons are the most popular website element for A/B testing.
As mentioned earlier, personalized Call-to-Action buttons get more clicks.
As such, most marketers only tweak the Call-to-Action button and split test them. This helps to figure out which version is performing better.
26. 1 out of 8 A/B tests shows significant changes.
Most marketers change multiple features and then split test them. This makes it a bit complicated to figure out which change is actually responsible for the most conversions.
As such, it is always advised to A/B test only 1 feature and that too for a couple of weeks. This should help you understand which change or factor is performing better and converting more.
27. Only 77% of marketers are testing their landing page headline when performing A/B tests.
Source: Marketing Sherpa
Headlines are super important at capturing visitors’ attention.
As such, you should always perform A/B tests on your headlines to ensure they are generating optimal conversion rates.
28. The overall money you spend on marketing campaigns will decrease if you regularly conduct A/B testing.
A/B testing is a quick and effective way to find what works and what doesn’t. It will help you to quickly optimize your landing page which will eventually lead to lower costs on marketing campaigns.
29. A/B split testing is considered the best method for improving landing page conversion rates.
Source: Niel Patel
Because A/B testing is relatively inexpensive and can help you quickly find areas for improvement, it is the best method for generating higher conversion rates on your landing pages.
30. US President Barack Obama used A/B testing on their landing page to raise an additional $60 million in funds.
As you can see, optimizing your landing page using split testing can lead to high ROI (Return on Investment).
And finally, here are 10 useful statistics showcasing the current market trends related to landing pages.
This will give you an idea of what other companies and marketers are doing so you can either adopt their working strategies or improve upon their shortcomings.
31. Only 16% of landing pages don’t have navigation bars.
Landing pages that have easily available navigation options allow users to also easily exit the landing page.
The main task of a landing page is to keep the user on your website until they convert.
32. Creating a landing page can cost you as low as $75 or as high as $3000.
The cost for creating a landing page can vary greatly as a lot of factors comes into influencing it.
Is the landing page being built by your in-house team or are you outsourcing it? Are you using PPC advertising to get traffic to your landing page or are you optimizing it for organic search engine traffic?
Depending on these factors, the cost of your landing page will vary.
33. 52% of marketers reuse/repurpose their landing pages.
Source: Marketing Experiments
Good landing pages are niche-specific and tailored to fit a particular product or service.
As such, reusing or repurposing the same landing page for promoting different products and services is not ideal and will lead to reduced conversion rates.
34. The Average conversion rate for Landing Pages is generally between 2-3%.
Across the industry, the average conversion rate for landing pages is around 2.35%. The top 25% of landing pages see a conversion rate of around 5.31%. And the top 10% get a conversion rate of 11.45% or higher with their landing pages.
These measures can help you benchmark the conversion rate for your landing page and tell you whether you need to work more on your landing page, or if it’s properly optimized.
35. 51.3% of landing page CTA buttons are green-colored.
Over half of all SaaS landing pages use a green-colored CTA button.
Now whether this will result in an increased conversion rate is debatable. However, it is still interesting that these many websites resort to using the color green.
As such, it is worth running an A/B test with different colored CTA buttons to see which one yields better conversion rates.
36. 42% of offer-related graphics and images cannot be clicked.
Source: Marketing Experiments
A landing page should focus on keeping the users’ attention and not distract them or lead them off the landing page.
As such, you should avoid using clickable graphics unless they open a pop-up form.
37. Only 17% of companies use A/B testing or split testing software.
A/B testing can help you with optimizing the landing page and get better conversion rates.
As such, you should be among the companies that split test their landing pages.
38. Close to 75% of businesses struggle with finding experts that can optimize their landing page copy.
Source: Marketing Experiments
Writing a captivating and engaging copy for your landing page is no easy task and sometimes you will need expert help.
Hiring qualified freelance help might seem expensive, but doing so will yield a high ROI and will give you a return on your investment in no time.
39. 44% of clicks generated on B2B websites direct visitors to their homepage and not the landing page.
Landing pages are more efficient and converting users compared to home pages.
The function of a homepage is to introduce users to your company.
Whereas, the function of a landing page is to educate users about one of the companies products/services and then capture leads or directly convert to paying customers.
40. 20% of businesses are working without any landing page testing strategy.
Source: Business 2 Community
Figuring out a customer funnel and where the landing page fits into can be complicated. However, with some patience, analyzing customer behavior, and running split tests, you should be able to optimize your landing page and get more conversions.
So this was our quick read on 40 landing page statistics. We hope you found this useful and that it helped in shedding some light on the current industry trends in using landing pages, and how to improve your conversion rates.
Let us know which of these stats you found the most useful and helped you to make an actionable change on your landing page. Also, if you have other interesting landing page stats you want to add to the list then feel free to write a comment for other users to read. Also, don’t forget to mention the source.