When I think of landing pages, I think of design and graphics and conversion rate optimization (CRO). But staying up-to-date with the latest landing page stats is also a crucial part of the game.
Creating a remarkable landing page can mean the difference between increased bounce rates and acquire loyal, lifetime customers.
What exactly does it mean to “create a remarkable landing page?”
Building a top-notch landing page is both an art and a science. It takes more than just design and copywriting chops. You also need to do research, understand top trends, and make informed decisions.
Below is a list of the 58 landing page stats you absolutely need to know in 2022. Use the data to inform how you use landing pages (and capture every conversion possible).
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Top landing page benchmarks and stats
Landing pages can make or break your marketing.
When we implemented customized landing pages for Docket, we saw a 68% increase in conversions. Here are some stats that can help you use and customize a landing page for similar results:
- The average landing page conversion rate is 9.7%.
- A typical landing page bounce rate benchmark is 60-90%.
- 77% of “landing pages” are home pages. (More on this here.)
- 48% of marketers build a new landing page for each new campaign.
- The most popular landing page is a squeeze page, where you prioritize scoring the user’s email address.
- Companies with 31 to 40 landing pages get seven times more leads than those with one to five landing pages.
- Click-through landing pages perform best for most industries, but 62.6% of landing pages use forms.
- 58% of landing pages include clickable graphics.
- 73% of customers find live chat the most satisfactory form of communication with a company.
- By 2022, 85% of companies are expected to adopt live chat support.
Let's take a look at other best landing page statistics to guide your marketing campaigns and boost lead generation.
Landing page statistics about increasing conversions
Let’s start with stats that will help you with your ultimate goal—increasing landing page conversions.
11-12. 48% 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. Expect this 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 tons of unbeatable promotions. But that doesn’t mean you should include every promotion on your landing page.
You want the spotlight on your message. That's how you'll get higher conversion rates.
13. 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 use. The more landing pages you have, the more opportunities you have to attract leads through testing, personalization and more.
Instead of building one landing page with multiple offers, create several goal-focused landing pages that you can market to different customer segments.
14-15. 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.
16-17. 37% of the top landing pages include testimonials.
Social proof has always been a high converting marketing feature—be it for email marketing, SEO, or even pop-ups. Landing pages are no different.
Seeing social proof in the form of testimonials or a list of past clients makes visitors feel secure. There's proof too. POSist, a leading SaaS company, tested including social proof to its landing page and increased conversions by 5%. You can read this article for tips on how to incorporate social proof in your landing pages.
18. 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're a part of the 50% of marketers that haven’t optimized your landing page for mobile viewing, you need to change that—fast.
19. 46% of marketers consider landing page form layout to have a significant impact.
Your landing page layout can help or hinder your conversion rate, but so does your form layout.
Take form layout seriously and consider how to use it to guide users to your call to action. A/B testing is also useful to determine which layout works best for your visitors.
Landing page trends marketers can’t ignore
Interested in learning what the recent trends in landing page optimization are? Here's a quick rundown of some of the most critical landing page stats about trends.
20-22. Interactive landing page content is growing.
Consumers want more personalized marketing experiences. This includes everything from the initial contact with your brand (landing page) to repeat shopping experiences. This holds true for mobile users too. Case in point: Compared to normal landing pages, dynamic landing pages convert 25.2% more mobile users.
To add a little more sugar and spice to this statistic, I want to point out that adding clickable page elements in your landing page content goes a long way.
Clickable graphics and concise, engaging storytelling images make your pages more shareable across social media, too. 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.
If you're looking for ways to stay current with landing page trends, work on making your landing pages interactive.
23-24. 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.
Use these tips for your landing page videos and you’ll see a nice conversion boost.
25. 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.
26-29. 44% of companies use A/B or split testing software.
Marketers should make a point to A/B test their landing pages. Shooting from the gut and hoping for the best just won't work.
That's why more and more marketers are making a wise decision to A/B test multiple variations of landing pages against control to determine the best landing page design, with call-to-action buttons being the most popular website elements for testing.
Landing page testing is the perfect way to optimize your landing page in a way that appeals to your target audience. Plus, it lowers your overall spending on marketing campaigns, so that's another advantage.
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 long-form landing pages.
30-39. Landing Page Anatomy does indeed have a “golden standard.”
For the next few landing pages stats, check out the infographic below on the ideal landing page layout and how to design your landing page (or splash page) for optimal engagement and conversions.
40. 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
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.
41-42. 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 an 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 else in marketing, there's no magic number or one-size-fits-all solution here. So be open to experimenting and always test your new landing page before launching your campaign.
43-44. Only 16% of landing pages lack navigation bars. However, removing the navigation menu can increase conversions by 100%.
Logically, 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.
45-46. Not asking for age, address, and telephone number on a landing page can boost conversions. In fact, simply asking for an email and phone number had the highest conversion rate.
Notice how it isn't the number of fields that drive conversions, but the kind of questions you ask.
Evidently, people are more likely to fill out a form if you ask non-threatening questions—questions that don’t invade their privacy or aren't sensitive or confidential. That's the golden rule of the Breadcrumb Technique, where you get visitors to say yes to a much smaller request before the big ask.
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 is a good time to mention that President Obama raised an additional $60 million for his campaign using A/B testing.
47-48. 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.
49-51. 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.
And oh, using the word, “submit,” as a CTA can decrease conversion rates by 3%, so you may want to avoid using that. Here are 38 ways to create a strong CTA and 61 other ideas you can say rather than “submit.”
52-54. 80% of users are 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.
It only takes 13 milliseconds for the human brain to process an image. MILLISECONDS.
Pair your copy with helpful, bold, imagery and watch your sales take off.
55. 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?
56-58. Adding live chat can lead to a 20% increase in conversions.
Why’s that? Well, they get all their questions answered while they’re still motivated. In fact, visitors who use live chat are 16 times more likely to purchase.
Not only that, but live chat users tend to spend 13% more than those who don’t
For extra help on your landing pages
Now's the right time to pay attention to the latest research and trends in landing page optimization, especially if you want to boost your conversion rates, increase leads, and enhance your marketing strategy.
As you incorporate proven optimization techniques and continue to test your landing pages, you’ll start to see better results.