Numbers are similar to pop music sensation Shakira’s hips, in that they don’t lie.
No matter how bad that pun was, numbers are always going to play an important role especially when it comes to building and optimising a landing page for business success.
Landing pages have a lot to do with the design and graphics aspect. But, more than that, it is the data and optimisation that it follows is what makes any landing page successful.
Most advertisers believe that building a landing page is about combining science and art. But with that, you will need to have enough information on the trends, tactics, and important statistics to help you build kickass landing pages.
In this post, we are going to discuss some of the most important statistics related to landing page optimisation that will help you make the right decisions, in your way, creating one for your business.
So, without wasting any more time, let’s get started.
Photo by Hal Gatewood on Unsplash
Statistics on Conversion Rates
In this section, we are going to discuss some of the statistics that are going to help you increase the conversion rate of your landing page.
1-2) 46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%. (Source: Bluleadz)
Let’s get things started with a pair of marketing statistics. You can expect this to pattern to run through the rest of the post, as many of the stats we’ve collected here are better understood in context with one another.
You have a killer company with several unbeatable promotions. However, that doesn’t mean you should include every promotion on your landing page.
The more you can focus your message, the higher your conversion rates will be.
3. Companies with 30 or more landing pages generate 7 times more leads than those with fewer than 10. (Source: Hubspot)
You can never have enough landing pages. You can have as many landing pages you want given that you learn your lesson form the first two statistics.
The more landing pages you will have, the more chances you will have to attract your prospects. So, create multiple landing pages with different offers instead of creating one landing page with multiple offers.
4. The conversion rate of your landing pages can fall by 7% if the load time has a delay of even one second. (Source: NeilPatel)
Do you know the average attention span of an average human is 8 seconds. This attention span is even less than that of a goldfish! If you really care about your audience, you should never waste their time.
Your landing page must be optimised for speed and you must run multiple speed tests to ensure the load speed is instantaneous.
5. The average landing page conversion rate is 2.35%. The conversion rate of the top 25% of the landing pages is 5.31% or higher. (Source: Wordstream)
This is a research conducted by Wordstream. The statistics allow the advertisers to know what the average conversion rate of any landing page should be.
The number is 2.35%. Now, if your landing page has a better conversion rate, let us know in the comments. You should be proud. If you have a lower conversion rate, you can always tweak your landing pages until you get a better conversion.
6. Percentage of landing pages that are optimised for mobile – 50% (Source: Techjury)
Your target audience is quickly adopting the changes happening in the world, especially when it comes to technological advancements.
They are becoming more and more tech-savvy and wish to go mobile. They have their mobile devices which they use to search online, communicate online, and shop online. Therefore, you should take steps to optimise your smartphone for mobile experience.
Trends on Landing Pages for 2020
7. Growth of Interactive Landing Page Content and Personalisation. (Source: Smartinsights)
Advertisers have noticed how consumers respond to personalised ad campaigns and experiences. Each target audience is screaming for personalised marketing which has led marketers to create highly personalised initial contact and retargeting campaigns.
The landing pages have been optimised in a way to make it more interactive. Advertisers have installed clickable page elements, storytelling images, and more, to make the landing page shareable across all channels on the Internet. Most landing page trends revolve around making them interactive.
Photo by Lukas Blazek on Unsplash
8. Landing pages with relevant video content perform well. (Source: Smartinsights)
Marketers realise how important video content is to their sales funnel. Video is a very dominant form of content and using it on landing pages has improved the conversions by a whopping 86%.
A majority of modern-day consumers like to consume video content as it is more trustable and emotional. Therefore, marketers are doing their best to incorporate relevant and contextual video content in their landing pages.
9. Advertisers are creating long landing pages to win. (Source: Marketingexperiments)
Did you know that you can generate 220% more leads by just increasing the length of your landing page? This statistic is making advertisers create long landing pages by adding more useful information to keep the prospects engaged and make more space for serious buyers.
Short pages do not perform effectively mainly due to the lack of information present on the page. The more the information you provide your prospects, the more trust you will gain and the higher will be your conversion rate.
10. ‘Test and Learn’ is the new game. (Source: invespcro)
The use of A/B testing or split testing has been done by marketers to improve their campaigns and get better results from them. It removes any need of guesswork which is wonderful if you have a small marketing budget.
Marketers are making the wise decision of A/B testing different versions of the same landing page to check which performs the best. This further allows them to optimise their landing page for maximum conversion. 44% of the businesses today use split testing software as it results in higher conversion.
11. Marketers are following standards when it comes to creating landing pages.
Most advertisers can be seen following a standardised way of creating landing pages. This standardised landing page format has been tested for its conversion rate boosting abilities and it has not disappointed. Let’s discuss more about this landing page standard in the following statistics.
12. Company branding in title tag.
It’s true that each element on your landing page can be optimised in order to promote a brand. Company branding in the title tag has become a very popular landing page tactic and 66% of the companies are readily using it. This has helped the companies improve the brand awareness and create effective landing pages.
Statistics on Landing Page Optimisation
Landing page optimisations is what most marketers are always searching the Internet for. Here, we have mentioned all the important statistics that they would need to optimise their landing pages effectively.
13. If you reduce the number of form fields from 11 to 4 the conversion rate for the landing page can increase by 120%. (Source: Pagewiz)
If you look at any landing page, you will find that the average number of form fields will be around 11. These many form fields on a landing page are just going to wear your prospects out. You should try reducing the form fields and see what happens. There is no magic number that you can target. But, you can always find your sweet spot by experimenting.
14. Try removing the navigation menu to boost conversions by 100%. (Source: Instapage)
You might think that this is a wrong statistic. But, that’s how it is. It’s true that 84% of the landing pages have a navigation menu installed.
The thing to consider here is the other 16% of the landing pages that haven’t installed a navigation menu have received 100% conversion rate!
Does that mean you should remove the navigation bar as well. Well, not really. What we want you to do here is try running A/B tests on landing pages with and without the navigation menu to see for yourself.
If the stat works for you, there’s no reason why you should not remove the navigation menu from your landing pages.
15. Not asking for age, address, and telephone number on a landing page can boost conversions. (Source: Hubspot)
In a day and age when data-driven, personalized digital marketing is key to success, it can be tempting to jump the gun and try to learn everything about your customers upon initial contact. While this may be your initial temptation, avoid it.
Try asking for only the essential information when collecting leads from landing pages. Then, rely on other methods for collecting consumer data later on in the customer journey to use for customer profiles and marketing automation.
16. Conversion rate optimisation tools can help you increase the ROI by 223%. (Source: Jeffbullas.)
While you optimise your landing pages, there is no way you should be doing it without the use of tools that can literally help you plan, test, and analyse everything you do to your landing pages.
With the software solutions, getting the desired conversion rate for the landing pages will no longer be a distant dream. A recent study conducted by ConversionXL concluded that almost 55% of the marketers are looking to increase their CRO budget to run better marketing campaigns.
17. 90% of visitors who read headlines also read the Call-to-Action. (Source: Marketingexperiments)
The CTA or the Call-to-Action is a very important piece of copy on the landing page as it drives the customers to take a certain action on the page.
Most of the visitors who come to your landing page reading the headline, also go ahead and read the CTA. Therefore, it is very important to optimise your landing page for CTA as well.
There are many best practices that you can follow while designing your CTA. You should have one CTA message on each landing page and the button should be front and centre.
18. There are almost 80% of online users that prefer reading content with bold attention-grabbing graphics running alongside.
Did anyone say a picture is worth a thousand words? Well, pictures that are bold and memorable tend to make a huge impact on a customer’s purchasing decision and that’s exactly what we want you to leverage. You should have textual content alongside stunning graphical content that grabs the user’s attention. If you can find powerful, brand-related images for your landing page, you can always set yourself apart from the competition as your target audience will always remember you for being bold.
19. Never miss out on putting out your contact information. (Source: Neil Patel)
You want to instil trust in your prospects and make them convert for your brand eventually. Mentioning all of your contact information can help you do that. It can help you boost your conversion rate as users will be much comfortable to share their information with you and you can start off with a good two-way relationship! Also, it provides your customers a chance to get in touch with you whenever they want to. Finally, wouldn’t you want to do business with a brand that is transparent and is fine with giving you their information? Most customers would and that’s the key to success.
Wrapping Up
One way to keep your landing page up-to-date and highly optimised for conversions is to keep in touch with what is happening around the world especially in the digital marketing world.
Pay attention to the latest research conducted by leading marketing companies when it comes to landing page optimisation.
You will start to see better results as you incorporate the above-mentioned statistics and the techniques you will use after doing your own research.
