If you were canvasing the web looking for places wherre numbers were going to be vital, landing page stats wouldn’t be where I would first look. Personally, when I think landing pages, I think design and grahpics and CRO.
But I’d be wrong to say that numbers aren’t a crucial part of the game.
Creating a remarkable landing page can mean the difference between increased bounce rates and acquiring loyal, lifetime customers.
But, what exactly does it mean to “create a remarkable landing page?”
Creating a top-notch landing page is both an art and a science. Yes, you need design and copywriting chops. But, you also need to be able to do the research, understand top trends, and see what is and is not working for others.
Instead of making you scour through the internet, this article does all the hard work for you and provides a list of the 38 landing page stats you need to know in 2019.
Landing Page Statistics About Increasing Conversions
Let’s start with stats that will help you with your ultimate goal—increasing landing page conversions.
1 – 2) 46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%.
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.
“To best understand any landing page statistic and best utilize any optimization metric it’s vital that you can first establish the context, goal, and parameter of that number. Otherwise you may fall victim to blind optimization.”
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) Organizations see an increase in leads by 55% when they increase the number of landing pages they have from 10 to 15.
There’s no such thing as overdoing it in terms of how many different landing pages you promote. The more landing pages you have, the more opportunities you have to attract leads.
Instead of creating one landing page with multiple offers, create several focused landing pages that you can market to different customer segments.
4-5) A one-second delay in load time can decrease conversions by 7%.
You’ve heard that humans have an attention span of 8-seconds, less than that of a goldfish. Don’t waste any of those seconds on making your audience wait for your landing page to load.
Test your landing page as much as you need to and make essential tweaks, so your site load speed is instantaneous.
6-8) 2.35% is the average landing page conversion rate, with the top 25% converting at 5.31% or higher.
And here we have a three-for-one set of marketing statistics. How do you know whether or not your conversion rates are good or bad? According to research by Wordstream, the average conversion rate is 2.35%.
Be proud of any landing page that has a higher conversion rate, and rework landing pages with lower conversion rates.
9) Only 50% of landing pages are optimized for mobile.
With continued smartphone innovations, the world becomes more and more mobile-savvy. Consumers search online, communicate online, and shop online.
If you are part of the 50% of marketers that haven’t optimized your landing page for mobile viewing, the time is now to make that change.
Landing Page Trends Marketers Can’t Ignore
Interested in learning what the recent trends in landing page optimization are? Here is a quick rundown of some of the most critical landing page stats about trends.
10-11) Interactive landing page content is growing.
Consumers are screaming for more personalized marketing experiences. This includes everything from the initial contact with your brand (landing page) through repeat shopping experiences.
To add a little more sugar and spice (and everything nice) onto this statistic, I can include the fact that clickable page elements in your landing page content go a long way. Clickable graphics and engaging but brief and delightful, storytelling images can help make your pages more shareable across social media as well.
And the easier your pages are shared organically across social media the more traffic you can get flowing through your lead funnel without paying for it via PPC ads.
Are you looking to stay current with landing page trends? Then, work on making your landing pages interactive.
12-13) Contextual landing page videos perform well.
Stats show that landing pages with videos can increase conversions by 86%. Since the majority of consumers (90%) prefer video content, smart marketers are working video into their landing pages more and more.
14) Long landing pages are the name of the game.
Long landing pages can generate 220% more leads than short landing pages. As such, marketers are working to increase the amount of information on landing pages for serious purchasers.
15-17) 44% of companies use A/B or split testing software.
With all the options marketers have to A/B test their landing pages quickly, it doesn’t make sense anymore to shoot from the gut and hope for the best.
More and more marketers are making a wise decision to A/B test multiple variations of landing pages against a control to determine which landing pages will perform the best. A/B testing is the perfect way to optimize your landing page in a way you know will appeal to your target audience.
Recently, Highrise ran an A/B test that resulted in 37.5% more conversions on their more extended landing page. This speaks to the importance of both A/B testing and trying out some longer landing pages.
18-27) Landing Page Anatomy does indeed have a “golden standard.”
For the next few landing pages stats you can actually check out the below infographic on the ideal page format and how to layout your landing page (or splash page) for optimal engagement and – what’s more important – conversions.
28) Company branding in the title tag will remain a popular landing page tactic.
Every page of the landing page can be optimized to promote your brand, even the title tag. 66% of companies use their company name in the title tag, according to research by Nifty Marketing.
This may be a minor detail, but it can boost brand awareness and work as an effective landing page strategy.
Landing Page Optimization Stats
Are you looking to find the “sweet spots” in landing page optimization? Here are some stats that will help you optimize your next landing page more effectively.
29-30) The average number of form fields is 11. However, if you reduce the number of form fields to 11 to 4, it can result in a 120% increase in conversions.
Sometimes following average optimization strategy is just…average. Instead of shooting for the average 11 form fields, try reducing your average to 4 and see what happens.
Remember, like anything with marketing, there is no magic number or one-size-fits-all solution, so make sure and test your new landing page before launching your campaign.
31-32) Only 16% of landing pages lack navigation bars. However, removing the navigation menu can increase conversions by 100%.
It seems logical that a navigation bar should be part of your landing page. That’s why 84% of landing pages include a navigation bar. However, stats show that removing the navigation bar can increase conversions.
Again, try creating a control landing page with a navigation bar and A/B testing it against a landing page option without a navigation menu. See how removing the navigation menu works for you.
33) Not asking for age, address, and telephone number on a landing page can boost conversions.
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.
Wait. Did we forget to mention testing your landing pages? Now may be a good time to mention that President Obama raised an additional $60 million for his campaign using A/B testing.
34-35) Conversion Rate Optimization (CRO) tools can increase ROI by 223%, on average.
When it comes to optimizing your landing pages, you don’t have to go it alone. There are several software solutions (CROs) that will help you with planning, testing, and analyzing your landing pages and performance.
As a testament to how effective these solutions can be, 55.5% of respondents to a survey by ConversionXL reported they plan to increase their CRO budget.
36) Over 90% of visitors who reported reading headlines also mentioned they read CTA copy.
With 90% of visitors that read headlines also reading the call to action copy, it’s time to pay extra attention to optimizing your call to action on your landing pages.
Some best practices for crafting an on-point CTA include—making your call to action clear, only having one call to action message per landing page, and keeping your CTA buttons front and center.
37) 80% of users more likely to read content that is combined with bold, attention-getting imagery.
You’ve heard the saying a picture is worth a thousand words. This is especially true when it comes to bold, memorable imagery.
To give you an example of how powerful imagery can be, take a minute to picture Winston Churchill. Chances are Yousuf Karsh’s iconic portrait of Winston Churchill, taken in 1941, comes to mind.
This is not to say you have to use iconic, historical imagery in your landing pages. But, when you include powerful, brand-related imagery in your landing pages, it piques the interest of your audience and makes it easier for them to remember you.
38) Including your contact information can increase trust and conversions.
Including your contact information on your landing pages helps increase conversions in two ways.
First, when you include your contact information on your landing pages, users will feel more comfortable giving you their contact information. It reflects a two-way relationship, instead of you coming off as a telemarketer.
Second, it provides an easy way for customers to get in touch with you as needed. Potential customers may not want to fill out a form, but you never know when they will pick up a phone and call the number on your landing page.
And lastly…come on. It’s hard to feel encouraged to reach out to a company when they don’t give you the information to do so. I mean, do you want my money or don’t you?
For Any Extra Help On Your Landing Pages…
If you’re looking to boost your conversion rates, increase leads, and get your message out to your target audience, the time is now to pay attention to the latest research and trends in landing page optimization.
As you incorporate proven optimization techniques and continue to test your landing pages, you’ll start to see better results.
For more information about landing page optimization, or to hire an agency to help you, contact KlientBoost today. We can’t wait to help you!