It’s becoming common knowledge that adding landing pages to your marketing strategy will significantly enhance your marketing ROI.
This article is focused on sharing landing page statistics with you, so you have a stronger understanding of landing page power.
What Is a Landing Page?
A landing page is created as a specific page on your site that allows you to collect information about your visitors in exchange for something free (usually) like an e-book or other resource.
The idea is to capture data for lead generation.
Therefore, the landing page has data entry options such as the participant’s name, email address, and sometimes their job title.
It’s important to realize that lead generation plays an essential and necessary role in your marketing campaign(s).
Leads can be generated through sharing the landing page through networks like social media, paid ads, and content marketing.
Your landing page is a crucial element in creating customers from website visitors.
Key Landing Page Statistics
- Your overall expenses for marketing campaigns can be reduced by implementing A/B testing.
- Landing pages are reused for different marketing campaigns by 52% of marketers.
- Landing pages have the highest conversion rate but are the least popular signup form.
- A whopping 77% of the top landing pages are the business’ home page.
- 48% of the leading landing pages rank in maps, organic search, and in organic listings.
- 65% of all landing pages include the business name in the title tag.
- Video content is highly popular, which is shown by the efficacy of 30% of top landing pages using it.
- 46% of professional marketers believe that the form’s layout has a dynamic impact on conversions.
- 51.3% of all landing page call-to-action buttons are green.
- 86% of the leading landing pages are designed to be mobile-friendly.
Detailed Landing Page Statistics 2023
You’ve decided to improve your marketing ROI, so now you need to create or enhance your landing page.
This process of creating an effective landing page that converts comes with trial and error.
Therefore, it may take several tries to get what you want from it.
A/B testing is one of the methods that helps you find out what will work and what will not.
AB testing can also cut down on your failed attempts.
Let’s look at the following statistics related to how A/B testing helps to improve your landing pages.
1. 7% of Companies Think It’s Challenging to Use A/B Testing.
While 7% of companies think it’s difficult to implement A/B testing, the other 63% find it easier and efficient.
Everyone is different, so this makes sense.
According to data, failing to take external factors into consideration makes A/B testing harder.
The idea behind A/B testing is that it’s not a short process. However, it is a valuable ideal. It’s not going to come easy every time.
To get the most out of your A/B testing, you will need to do your homework before you start implementing this method.
(Invesp, VWO)
2. This High Rise A/B Testing Case Study Provided a 30% Rise in Clicks.
While creating their landing page, HighRise changed their headline, which resulted in 30% more clicks.
They did this under the implementation of A/B testing. It seemed like such a simple change, but the outcome was amazing.
You can see by this data that the simplest change can boost your landing page conversion by 30%, or more.
One thing you can take away from this data is that today’s consumers love to get free stuff.
(Signal v. Noise)
3. One SaaS Company Tested Their Social Proof, Which Resulted in 5% More Conversions.
Why would this Saas company test social proof?
Because social proof ranks on the high end of conversions for landing pages.
The main reason for this is that other social media users feel safer and more secure when they see that others are joining a service.
There are two types of social proof, which are testimonials and a list of companies that you work with.
Social proof is a good thing to test.
You just never know what kind of social proof your target audience will trust and respond to the best.
Would you try this kind of testing to get 5% more conversions?
(VWO)
4. Your Overall Expenses for Marketing Campaigns Can Be Reduced by Implementing A/B Testing.
If you feel that your campaign spending for marketing is higher than it should be, A/B testing can help you decrease that area of spending.
A/B testing is already known as a money saving method for marketers.
To get the most from your marketing campaign investments, get started with A/B testing immediately.
Do your research, be precise and test one feature per try to get the best results from A/B testing.
(Optimizely)
5. It’s Shocking that Only 17% of Marketers Implement A/B Testing for Landing Page Enhancement.
HubSpot data revealed that only 17% of marketers say they use A/B testing to improve their landing pages and conversions.
Honestly, your landing page can only get better when you learn what’s working and what’s not.
If you’re not getting conversions, your landing page isn’t working. Be like the 17% of marketers who use A/B testing.
Not only does A/B testing let you improve your landing page, it also tells what’s converting.
(HubSpot)
6. Only 1 out Of 8 A/B Tests Have Shown Considerable Improvement.
What do these statistics tell you?
What you need to know about this data is that A/B testing can be adversely affected when you try to test more than one feature at a time.
This is why the experts recommend that you test one feature at a time to get the best results.
Ultimately, if you want A/B testing to work for your landing page efficacy, you need to run 2 to 3 website tests each month.
This will provide you with the improvement you want.
(Invesp)
7. The Call-To-Action (CTA) Buttons Have Become a Favorite Website Feature for Testing.
If marketers test anything the most it’s their CTA. They test the call-to-action button colors, text, design, etc.
Since A/B testing is useful for increasing conversion rates, it makes sense they would focus mostly on the CTA.
While your call-to-action button shouldn’t be the only thing to test, make sure you personalize it to your target audience.
You may experience surprising results.
(Invesp)
8. The Subscription Site, Smart Brief Received an 816% Rise in Subscribers After Implementing A/B Testing on Their Form Page.
Registration forms are sometimes overlooked when marketers or businesses are using A/B testing.
However, these forms can represent the hardest and the easiest of all elements on your site that need optimization.
A/B testing saves you a lot of time over creating multiple landing pages only to reap little to no results.
You can select one feature to test at a time when you use A/B testing before you go through all that trouble.
When you do this right, you will increase your ROI with more leads, subscribers, etc.
Just look at how SmartBrief did with theirs.
(MarketingExperiments)
9. Dynamic Landing Pages Were Found to Prompt 25.2% More Conversions from Mobile Users when Compared to A “normal” Landing Page.
The concept behind a dynamic landing page is that it provides a variety of messages that appeal to diverse users.
It relies on things such as keywords and location. Dynamic landing pages are mostly used for pay-per-click (PPC) campaigns.
However, PPC isn’t the only reason to create a dynamic landing page.
You can use them to tailor your content to your potential customers.
Dynamic landing pages can change the headline to match what people are searching for.
(MERKLE)
10. Businesses that Use Software to Optimize Their Landing Pages Can See 30% More Conversions.
It’s well-known that websites and content all need to be optimized to be seen.
Websites must be seen to get visitors that lead to engagement. Landing pages done right are amazing for optimization.
By using tools for landing pages and optimization, you can boost your conversions by 30%, according to this data from HubSpot’s blog.
Are you using optimization software that offers A/B testing?
(HubSpot Blog)
Important Landing Page Statistics You Need to Know
The following statistics are here to help you learn new things about landing pages.
The first thing a person should do when they want to start something new is to learn everything about it.
We have 10 landing page best practices to show you what you need to know before you get started with landing page creation.
11. Landing Pages Are Reused for Different Marketing Campaigns by 52% of Marketers.
In the landing page realm, it’s common knowledge that the best converting landing pages are niche-guided.
In other words, the landing pages are designed to target a specific audience related to a distinct topic.
While it may seem timesaving to reuse landing pages for various marketing campaigns, it’s not recommended.
It’s better to create multiple landing pages or at least a dynamic landing page (as addressed in number 9 above).
Therefore, you should avoid reusing landing pages.
(MarketingExperiments)
12. The Cost of Creating a Single Landing Page Can Range from $75 to $3,000.
You may think that’s a broad range for landing page cost, but it’s accurate.
Some people create their own, which usually still comes with a monthly subscription fee of at least $7.99, but most are over $100 per month.
Costs incurred from landing page creation can also account for getting help from a service, or a freelance platform like Upwork or Fiverr.
Either way, it’s not cheap or free.
Expenses for landing pages are also determined by the kind of landing page you need, what it’s for, and whether you have an in-house team or you’re outsourcing this task.
Naturally, regular landing pages for organic reach are less expensive than dynamic landing pages like those used for specific PPC marketing.
(WebFX)
13. 79% of Marketers Claim that Email Is Still the Most Efficient and Effective Method of Marketing Using Squeeze Pages.
In fact, squeeze pages are the most popular of all types of landing pages.
What’s a squeeze page? It’s a web page used to collect just an email from a site visitor.
Getting emails is the only goal of the squeeze page.
Once you have emails, you have leads that you can use to grow your audience by emailing your highest quality content to new emails you capture.
Most of the time, a squeeze page “squeezes” an email out of the website visitor by offering them a free newsletter, webinar, or an e-book.
(HubSpot 2)
14. Only 5.1% of All Enabled Signup Forms Are Landing Pages.
Technically, this tells us that businesses and marketers are not using landing pages as much as popups.
Do you know what the highest percentage of enabled signup forms is? That would be popups.
Popups account for a whopping 66% of all signup forms.
Wheel of Fortune, signup boxes, and landing pages all pale in comparison to popup forms.
However, Wheel of Fortune signup forms have a solid conversion rate of 10% and the highest average views.
According to Omnisend, it’s easier to boost conversion when you’re working with fewer numbers.
(Omnisend)
15. Landing Pages Have the Highest Conversion Rate but Are the Least Popular Signup Form.
Did you know that there are four main types of signup forms?
Here they are by order of the most popular but check out the conversion rate percentages associated with each one.
- Signup Box: 1.3%
- Popup: 3%
- Wheel of Fortune: 10%
- Landing Page: 23%
Landing pages may be the “least popular” signup form but look at the conversion rate achieved from this signup form.
Oddly, the signup box is the most popularly used, but landing pages bring better conversions.
(Omnisend)
16. A Whopping 77% of The Top Landing Pages Are the Business’ Home Page.
It’s important to know that landing pages and home pages are two distinct types of web pages. They are not the same thing.
A homepage is where visitors can read about your business and find out what you do.
These webpages are also a welcoming presence for your overall website and business.
That’s why you’ll often see, “Welcome to XYZ Inc” on the homepage of many websites.
Landing pages, on the other hand, are direct and have a specific intent. They are there to convert.
That’s the goal of a landing page. That is not the goal of a homepage.
This is one of the reasons 77% of the top landing pages should not be the business’ homepage.
It’s time to diversify marketing funnels for higher conversions. Your homepage should not and cannot do the job of a good landing page.
(Nifty)
17. Landing Pages Are at The Middle Phase of A Marketing Funnel.
Landing pages not only help with lead generation, but also nurture those leads into loyal customers.
Consider this. Once a customer learns about your business via email or social media, the more comfortable they become with your presence and the more they trust you.
That’s how you get conversions.
It’s wise to understand that not everyone is going to be converted into a customer immediately.
Some people are more easily converted than others. That’s business.
Landing pages make a great middle stage for conversions.
(Unbounce)
18. 48% of The Leading Landing Pages Rank in Maps, Organic Search, and In Organic Listings.
According to data, 48% of top landing pages easily rank high in maps and in organic search and organic listings.
This little statistic can be broken down into two distinct parts.
- Nearly half of all landing pages rank in “maps”.
- Most landing pages do rank in the organic search and listings.
Landing pages are known to enhance your SEO content when the proper keywords are used.
In fact, you can rank high all over Google with the right landing page SEO content.
(Nifty)
19. 65% of All Landing Pages Include the Business Name in The Title Tag.
Having a business name in the title tag of your landing page is part of transparency, which helps make your landing page and business more credible to visitors.
Also, it means you’re claiming ownership of your call-to-action (CTA) and the personal data you’re requesting from your landing page.
When your business name is included on your landing page visitors are more apt to feel comfortable about giving you their name and email address.
It’s a simple, yet effective way to boost conversions.
(HubSpot Blog)
20. Video Content Is Highly Popular, Which Is Shown by The Efficacy of 30% of Top Landing Pages Using It.
Statistics show that 30% of top landing pages are using video content.
If you are already using video content in your marketing campaigns, using it in your landing pages can help you boost conversion rates.
The figure on this data shows that video content can boost conversions by 86%.
Additionally, another 80% of marketers claim that video content has been key for increased sales.
(HubSpot Blog)
Landing Page Creation Statistics
It’s important to know how to create a high-conversion landing page for your marketing campaigns.
The following statistics will give you some idea of what makes them convert better.
21. 46% of Professional Marketers Believe that The Form’s Layout Has a Dynamic Impact on Conversions.
Nearly half of marketers consider the form layout of a landing page important enough to make a substantial impact on conversions.
Does this mean that your layout is important?
Yes. It’s immensely important. It’s a vital part of encouraging more signups.
Think of it this way. Your goal is to get people to read your call to action (CTA).
Landing pages are to guide them to the CTA.
Remember, A/B testing can help you determine the best layout for your audience.
(MarketingExperiments)
22. 51.3% of All Landing Page Call-To-Action Buttons Are Green.
Persuasion is the key to getting landing page visitors to click the CTA button.
The psychology of colors plays a role in this ideal, but so does the use of overall colors used on a landing page.
Green is associated with trust, balance, peace, safety, calmness, relaxation, etc.
Other colors associated with calm, trust, and relaxation include blues and purples.
However, choosing a color for a CTA button isn’t that simple.
Also, green is associated with “Go”, right?
It’s also about engaging your audience to encourage them to click your CTA button. A/B testing helps with that.
(Chartmogul, LinkedIn, AB Tasty Blog)
23. 86% of The Leading Landing Pages Are Designed to Be Mobile-Friendly.
Having mobile-friendly landing pages (and websites in general) is crucial in today’s marketing world.
While 86% is a high percentage of mobile-friendly landing pages, we think that’s a little low.
Mobile-friendly landing pages are known to load super-fast and are easy to access via smartphones.
Plus, as the mobile user count goes up across the globe, you’re going to want to make sure you can convert that audience.
(Nifty)
24. CTAs That Are Personalized Can Covert 202% Higher than Standard CTAs.
What does it mean to personalize CTAs?
It means to speak directly to your audience with a call-to-action that is relevant to the content of your landing page.
For instance, if you’re in the makeup industry, you need visuals, but a CTA that speaks to people who wear makeup.
Just using “Sign Up” or “Click here for more” is so generic that your conversions are not going to be as good as they could be.
However, using personalized CTAs like “Take this quiz to learn your skin type” or “Get your free makeup sample here” are more like to convert.
There are many ways to personalize your CTAs along with your landing pages for each marketing campaign.
(HubSpot Blog)
25. While 8 out Of Every 10 People Will Read Your Landing Page Headline, only 2 of Those Ten Will Read the Full Landing Page.
Is your headline important? As we mentioned before, your headline is one of the most vital elements of your landing page.
Your headline is the first impression your page visitors have of you.
Your goal is to write a headline that will make your page visitors want to know more about you and your offerings.
Remember, your headline is the first line of your landing page. It’s the first copy people see.
A great headline is the difference between guiding them to your CTA for conversion and having them close the page.
(Copyblogger)
26. Landing Pages that Use Cursory Reading Content Are More Apt to Get Read, Resulting in Conversions.
So, you’ve managed to hook your headline, but what’s on your landing page that makes people want to keep reading?
Cursory reading content keeps them reading.
What is cursory reading content?
Cursory reading is what people do when they scan a page in a book or a website.
Therefore, short paragraphs, bullet points, and active voice content will allow visitors to quickly scan your landing page.
This way they can quickly understand your content without reading every word.
You can drive more conversions with this content.
(UX Myths)
27. SaaS (Software as A Service) Images for Landing Pages Include Pictures of People 44% of The Time.
People relate to people. When pictures of people in the workplace are used on landing pages, it makes the content relatable.
It “humanizes” and personalizes your business.
The top SaaS landing pages include a “hero shot” of a person that gets your attention.
Images of your workspace and those who work with and for you induce confidence and trust.
You are more credible when you have pictures of people and/or your business on landing pages.
It shows your visitors what it’s like to be there. Therefore, it also prompts higher conversions.
(Chartmogul)
28. Video Content Boosts Landing Page Conversions Because Roughly 50% of Internet Users Seek Videos Related to A Product Before They Visit a Site.
The statistics reveal that video content promotes 6% more qualified leads than non-video content.
Since data shows that 50% of internet users look for videos related to a product before they visit the store or website, this is vital information when creating your landing pages.
Additionally, website visitors will spend about 2.6 times more time on a site that includes video over any other site without video, on average.
Do you think you will tap into the idea of video content for your landing pages where it’s relevant?
(Hallam Internet, Optin Monster, Wistia)
This means that most landing pages have a navigation bar, which is a distraction to landing page visitors.
It means they will close that page and move on with their day.
So, if 84% of marketers are keeping navigation pages on their landing pages, what’s the purpose?
If your purpose is to distract leads, keep those navigation pages. Otherwise, eliminate the distraction.
You can boost your landing page conversions by 100% simply by eliminating navigation bars.
(HubSpot Blog 2, Impact)
30. The Median Conversion Rate for B2B Landing Pages Comes to 2.23%.
While the median CVR is 2.23% among business-to-business (B2B) landing pages, the top 10% of B2B landing pages are getting 11.7% conversions.
Consequently, landing pages related to finance experience the highest conversions.
The top 10% of finance landing pages are experiencing 24.48% average conversions, with a median conversion rate of 5.01%.
According to HubSpot’s blog, 10% is considered the benchmark for a good conversion rate.
(Finances Online, HubSpot Blog)
Landing Page Conversion Statistics
While we did cover some conversion statistics in the landing page creation section, there’s more to the story.
We wanted to be more specific in this section about statistics solely related to conversions.
You may be surprised by some of these, especially if you’re a marketer. We hope this helps.
31. Businesses with More than 40 Landing Pages Produce 12 Times the Leads than Businesses with Between only 1 and 5 Landing Pages.
In 2020, HubSpot researched 4,000 businesses and their landing page practices helping us better understand what’s working and what’s not.
According to this research, businesses with more than 40 landing pages generate 12 times more leads than those with only 1 to 5 landing pages.
Likewise, businesses with 31 to 40 landing pages can produce 7 times the leads over those with only 1 to 5 landing pages.
In this instance, numbers count.
(HubSpot Blog 3)
32. On Average, Landing Pages Have a Conversion Rate of 4.02%.
We’ve already learned that 10% is the gold benchmark for the average conversion rate for landing pages.
Therefore, it seems that 4.02% on average is a low conversion figure. However, since that’s across all industries, it’s not as low as you might think.
Of this average landing page conversion rate, 2.6% is the lowest conversion rate and belongs to the higher education industry.
The highest converting industry belongs to job training and vocational education, at 6.1%.
The industries of business, travel, and credit and lending are all over 5%.
(Unbounce 2)
33. Requesting a Phone Number and An Email Generates the Highest Conversion Rates for Landing Pages, at 10.15%.
The top landing page conversions come from pages that ask for only an email and a phone number, which can achieve 10.15%.
Once you have an email, you can send offers and emails to the landing page lead.
Likewise, a phone number means you can send text messages, or even call your leads.
Also, capturing a name and email address will have a beneficial effect on your overall signups and ultimately conversions.
(Modern Marketing Partners)
34. You Can Enjoy Higher Conversion Rates by Invoking Humor, Awe, and Emotions.
People like to laugh, feel emotions, and sometimes be surprised. These are things that prompt conversion rates on landing pages.
In a study of 10,000 various articles, people want to feel confident and good about their purchases.
When you can paint a positive view of your business with an interesting landing page, you can gain confidence and customers.
When you have a mix of video, high-quality copy, and visuals that spark emotions, you may enjoy more conversions.
(OkDork)
35. Just a 2-Second Delay in Landing Page Loading Time Can Hurt Your Conversions and Increase Bounce Rates by 103%.
High bounce rates will hurt your conversion rates.
What’s bounce rate? The bounce rate in this case is related to the percentage of landing page visitors who leave your site after landing on it.
This can happen due to a short, 2-second delay in load time. That can be caused from having too many elements on your landing page.
Visitors will “bounce” before they read the whole landing page.
According to Retail TouchPoints, a millisecond can have a 7% negative impact on conversions.
(PR Newswire, Retail TouchPoints)
FAQs
Why Is A/B Testing Important for Landing Pages?
One of the best things about A/B testing is that you can test two versions of a landing page at the same URL, according to HubSpot’s knowledge base.
Therefore, half of the visitors see one version, while the other half see the other version.
That’s how you compare the performance of the landing page. You will learn what works and what doesn’t.
Why Do Landing Page Conversion Rates Vary so Much?
It’s hard to put a simple answer to this question in writing because so many elements affect landing page conversions.
However, we can tell you about some factors that impact landing page conversions.
For instance, the industry, location, audience, your CTA, your landing page elements, and relevance of the content.
Are There Different Types of Landing Pages?
The short and sweet answer to this question is yes. There are different types of landing pages.
Here is what they are:
1. The lead capture page where the landing page gathers contact information, email addresses, and even messenger contacts.
2. The thank you page directs a visitor to this page after they input their email and information and buy a product or service from you.
It also directs them to other pages where your offerings are hosted.
Thank you pages have other uses, but these are the main elements.
3. The product page can become the same thing as the landing page in certain cases, but that’s not always the case.
Product pages are often Woocommerce sites. This type of landing page is more challenging to describe and discuss in a single paragraph.
Conclusion
It should be clear that the content landing pages impacts on how well it performs.
Location, audience, and how you market your landing page also plays a role in performance and conversions.
One thing you should take away from this article is that landing pages are important to businesses who want to connect with their audience.
Knowing more about landing pages, how to use them, and how they work should urge you to either start using a landing page, or to improve your current landing page strategy.
We hope these landing page statistics have been interesting and informative.
Sources
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Written by Jason Wise
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