Nowadays millions of people are browsing the Internet and visiting different website pages. If you have a website and lead customers to landing pages from ads it is important to know the performance of these landing pages. Of course, each business is highly interested in the website pages that generate conversions and leads. Therefore, Teamedia is sharing landing page conversion rate benchmarks by industry to provide you with helpful insights to improve your lead acquisition activities.
A landing page is designated for the users who clicked on an ad. Regardless of how they land on a page, the goal of the page is to convert the user into a lead or customer. So you should analyze the key metrics of the landing pages and one of such metrics is Conversion Rate as it shows the number of conversions divided by the total number of visitors. Depending on each business and its operations, you’ll have different conversion rates that are crucial to monitor. We’ll look through the statistics for landing pages Conversion Rate divided by industries to find the benchmarks.
Conversion occurs when a website visitor completes a desired action. Conversions depend on the business’s goals. They include online sales, leads, calls, email subscriptions, form registrations, etc.
The percentage of total visitors that convert is called conversion rate. Conversion rate is one of the key metrics to improve the ad campaigns’ performance. For example, you can test various headlines, calls to action, or visuals on your landing pages to increase the number of conversions. You can read the ”9 ways to improve SaaS conversion rate” article to learn more about conversion rate optimization for SaaS.
There are different conversion types, and each has a bit specific setup. Here’s a summary of the conversion types.
1. Website actions
Website actions are the most common type of conversions. There are many specific actions to track on the website, such as newsletter subscriptions, white paper download, filling in a contact form, or request a demo. It is crucial to understand valuable actions in the sales funnel but not each action of the users.
2. Online Purchase
As you can state, it is also a website action but the difference is that you can assign a conversion value to online sales transactions so that the revenue data is tracked in the Google Ads account. Online purchases are tracked on each e-commerce website.
Many advertisers use calls to communicate with the customers thus call is the desired goal. In Google Ads, you can filter calls by length so that you track only relevant and valuable data. There are 3 types of phone call conversions:
- Calls from Ads are calls made directly from “call-only” ads that reference a specific telephone number.
- Calls to a Phone Number on the Website: these calls are made after clicking the ad and from a landing page with a specific telephone.
- Clicks on a Mobile Site Number are tracked when someone clicks on your ad on their mobile phone and clicks the hyperlinked number to call directly from their mobile phone.
4. App downloads
These conversions are tracked when a customer downloads an app or completes an in-app action (like a purchase, or upgrade). Here you can also track “first opens” which tracks the first time someone who clicked your ad opens the app after installing it.
5. Offline Imports
If your business doesn’t have important online actions to track you can import сonversions like an in-person purchase. If an ad doesn’t lead to online conversion but directs a customer to a sale offline, such as at your office or over the phone. You can download offline conversions into eg. Google Ads account or import conversions from other tools like Salesforce, Zapier, HubSpot, and some others.
Of course, each type has its variations. But the most common conversion actions like adding products in a cart, the form submitted and whitepaper downloaded are website conversions.
Before tracking any action as a conversion, evaluate it from a business perspective: what impact does this action have on your overall business goals. Define the most important touchpoints in the customer journey like free trial starting or phone calls. Also, you should set up conversion tracking as it shows you the effectiveness of ads and it will help you to apply adjustments.
Landing page components
In digital marketing, a landing page is a separate web page, where customers are lead by the ad campaigns. As opposed to web pages, which typically have many goals like finding new information, landing pages are created with a focus on the call to action. And that’s why CTA is crucial on the landing page, as it directs the potential customer to the targeted action and converts them into leads or customers. Designing effective landing pages is the best option to increase the landing page conversion rate and decrease the cost per lead.
There is no universal way to create a great landing page because all landing pages are different as each business has its special customers. However, we can point out some general components of an effective landing page. Here they are:
1. The main headline and a supporting headline
Headlines should grab the attention with a short and informative text.
2. The benefits of the product with a clear proposition
You should show the beneficial and distinctive features of the offer. It’s a great idea to add a unique proposition on the landing page and explain why your product is the best option for the business. Also, you can describe how your product helps the customers to improve their lives and solve problems. The advantages of your product and offer should be strong and detailed. All these benefits must be communicated in an accurate and explicit way. After reading your selling proposition, the customers should have a pretty full picture of a product and have clear expectations.
Images and video are most widely used in visual representation. Visuals are the first thing that the visitor will see on the page so they should be closely connected with the product and help to understand the offer deeply. Use high-quality pictures that correspond with the website design and associate with the brand. If you selling goods, visuals are the most powerful source to demonstrate the product. If you sell a service or a product with no physical form, the visual should catch the visitor’s attention and be relevant to the offer.
4. Social proof
Social proof reveals what other people think about the product. Reviews make people feel more secure and trust the brand as other customers share their real personal experiences. Also, you may use a count of signups, awards you have, and customer testimonials.
5. A reinforcement statement
A reinforcement statement is another page title nearly in the middle of the landing page. Reinforcement strengthens a user’s behavior. It expands the meaning of the main headline by offering more positive insights or specific rewards to convince the customer of the product’s usefulness.
6. A closing argument
A closing argument is the summary of the benefits. It should wrap the most essential moment and be closely bounded with a call-to-action to transmit the user to an action.
7. A call to action
A call to action is a critical element as it is a place where the user will become a customer or leave the landing page. The CTA should be compelling, exciting, and persuasive.
A landing page is a point where your visitors can view your efforts and make their decision. All landing page components are essential to creating a high-converting landing page.
Types of landing pages
Most homepages and product pages have a lot of details, also there are many directions for customers to navigate and choose the way on the website. They don’t focus the potential buyers on the most important action while landing pages convey a clear proposition and single CTA so visitors don’t have many options to choose from. Landing pages make visitor interaction smooth and understandable and thus increase the number of conversions. Moreover, relevant landing pages reduce the ad spend as the user has clicked the ad and you’ve paid for it, and an engaging landing page helps you make this PPC worth. You can increase the possibility of conversions even more by using the right type of landing page. Let’s look through the landing page kinds and their peculiarities.
Landing Page for Lead Generation
As the type name states, this landing page is created to gather leads by collecting the leads’ data in a form. These pages are pretty different and mostly used in the middle of the custom journey when the users are evaluating the product and showing the intent to either convert or choose another option. In general, such landing pages present a request and a reward to motivate a customer to make a decision. A discount can be a reward for a potential buyer, while the information about the customer is a request. The reward should be valuable and helpful to the customer so the request is worth the exchange.
Here is a FireEye lead generation page (the white paper in exchange for the form fills in):
Click-Through Landing Page
A click-through page could be called an intermediate step between the ad that a user clicked and the page where this user should land after having info about the product. They are effective to warm up leads by giving reasons why your product is the best option to choose. This landing page type gives visitors convincing arguments with no distractions like the “Fill in the form” or “Buy” buttons. It has a clear description of where you’ll be directed by clicking the CTA.
Google Cloud Platform has the following Click-Through Landing Page:
Post-Click Landing Page
A post-click landing page is a standalone page, which has minimum or more often no connections with the website. It uses essential information and convincing CTA for the visitors to perform a specific action. These actions are different depending on the conversions that we’ve described in the previous section. These landing pages are closely connected with the ad clicked and perceived as a natural extension. As there is no navigation, every page element leads the visitor to a CTA only. That’s why post-click landing pages are more for the bottom of the funnel as no additional details are required.
Statistically, a significant test proved that post-click landing pages without navigation converted more visitors and increased the landing page conversion rate by nearly 30%.
As the ad and post-click are connected, you can see both the ad and post-click landing page by Iperceptions:
A sales page is viewed also as a variety of post-click landing pages as it is designed with the only goal: to convert. But, this conversion is obvious to buy something so sales pages are used at the very bottom of the funnel. The sales page creation is complicated as it requires a full understanding of the whole sales circle. It’s crucial to balance the product’s details and customers’ needs to demonstrate the value and persuade customers to purchase.
Airbnb offers its hosts to choose details for a better user experience:
Splash pages are introductory pages that visitors see when landing on the website before redirecting to another page. They have impressive visuals and little ad copy with a simple call to action that allows the visitor to choose the next step. They serve as a filter to check if people are arriving at the right place, check where they want to go if they’re the right age in case of any restrictions. Nowadays, they’re not as common as they were before.
Have a look at the Zara splash page:
As the title implies, a microsite is a small separate website. Even it is not a page but the whole website, it is still considered to be a type of landing page as it’s a place where customers are lead by paid online ads. It is designed for an ad campaign with a specific sales goal. A microsite for the movie 300 is an example of the microsite as a landing page.
Product Detail Landing Pages
This is a page on the website that contains all information related to the product for sale. Unlike a sales page, a product detail page is a part of the website so there are navigation, links, banners that can distract customers. Wistia has the following product detail landing page:
Many customers associate infomercials with TV, but also businesses use infomercials as a part of their marketing strategies, especially in landing pages form. As opposed to lead-generation pages, infomercials tell a long and engaging story that should resonate with the potential customer and prompt the next step in the sales funnel. The aim is to make users interested and give more reasons to purchase.
Viral Landing Pages
Viral landing pages help to build brand awareness and commonly they have links to the website. They are often surly and catchy. The content is the main component, which should be engaging enough to hopefully get them to share the page, together with the ability to share the page via social media. The content could be various like videos, images, or even games.
Homepage as a Landing Page
Some businesses use the homepage as a landing and it is the easiest way. But the homepage has a lower conversion rate compared to any type of landing page. One of the obvious reasons is homepage has too many details and navigation, also there can be popups and chats so the user is constantly distracted from the main intent.
There is no one best type of landing page to convert and success depends on the business goals and marketing strategy. But using a standalone landing page is considered to improve conversions rates by approximately 25% (source Omniture).
Let’s have a look at the landing page conversion rate by industry to know benchmarks.
Landing page conversion rate by industry
Landing pages are the most important pages on the website as they convert visitors into leads, so advertisers aim to understand their performance. Having a reference point is helpful to measure the results. There are many factors that influence the landing page conversion rate as the industry, the product or service itself, and the audience. However, according to Unbounce 2021 research, the conversion rate differs from industry to industry dramatically.
So here are some major conclusions:
- The best conversion rate varied significantly from 2.4% to 9.8% for median CR and from 7.2% to 18.2% for an average CR.
- A good conversion rate is somewhere around 3% to 5% for the median CR and from 8.7 to 14% for the average CR over most industries.
- The average landing page conversion rate across all industries is 4.6%.
- The highest conversions rate is found in Restaurants & Catering.
- Agencies have the lowest median conversion rate, while Home Improvement has the lowest average CR.
Your conversion rate will vary due to the offer, product features, competition, demand, and so on. But still, it is a reference only and you’ll always aim for better results.
Landing pages are really powerful components of a business’s digital marketing strategy. The successful landing page must have a single goal (like the purchase or another conversion type). A focused landing page enables you to measure the campaign effectiveness and apply optimization to improve the results. One of the key metrics to measure success is a conversion rate as your landing page is a place where you get customers. It is recommended to always keep improving, you can do some testing and modify your landing page. And the industry benchmarks will help you to assess the overall landing page performance in the market. Have any question or difficulties, Teamedia can help you with the conversion rate optimization!