31 Landing Page Statistics Every Marketer Should Know in 2020

Imagine a world where every person who clicks on your online ad becomes a lead.

Imagine every lead going on to become a paid customer.

Now, stop.

Such a world doesn’t exist.

In reality, fewer than 3 out of every 100 people who click on an ad will give you a sale.

But things don’t have to be this way.

You can improve your conversion rate.

Really.

It’s not so hard.

The first step is to understand the do’s and don’ts of building a killer landing page.

Crucial Landing Page Statistics

  • Companies that create 30 or more landing pages get 7 times more leads than those that use fewer than 10.
  • Using videos on landing pages can improve conversions by 86%.
  • Companies that use well-defined middle-of-the-funnel (MoFu) engagement and lead-management strategy enjoy a 4 to 10 times higher response rate than generic email blasts and outreach.
  • Targeting and testing correctly can boost conversions by 300% or more.
  • Putting multiple offers on your landing page can decrease conversions by up to 266%.
  • Only half of the landing pages are optimized for mobile devices.
  • A 1 sec delay in page loading reduces conversions by 7%.

This is not the complete list, though, so don’t go anywhere.

There’s a whole bunch of landing page statistics that you should keep in mind if you want to turn things around.

So, what are you waiting for?

Let’s get the ball rolling with some of the latest data.

Landing Page Statistics for 2020

The best landing pages convert 5.31% or more of visitors, according to landing page stats in 2020.
Looking to make improvements to your landing page?

Here are some stats to help: 

1. The average conversion rate is 2.35%.

(Source: WordStream)

Landing page conversion rates that the top 25% of landing pages get 5.31% conversions. Only 10% of the pages get a conversion of 11.45% or higher.

2. 53.3% of web traffic is now mobile.

(Source: Broadband Search)

So, what’s this got to do with landing page conversion rates? Well, landing page effectiveness statistics tell us that only around half of all current landing pages are actually optimized for mobile. Most users surf the Web on mobile.

See the problem here?

3. 52.8% of people say they’d give up video if the page loads faster on their mobile.

(Source: Unbounce)

Another problem is the use of video on mobile landing pages. Although in most cases, it does improve conversions, there are times when it’s simply not needed. In fact, up to 52.8% of people surveyed said they give it up entirely if it meant a site loaded faster on their mobile. Or so the website landing page statistics tell us.

4. 77% of landing pages are positioned as a home page.

(Source: OptinMonster)

For many companies, landing pages are used as home pages, according to landing page optimization statistics

So, why does this matter? 

It’s possibly the most frequently visited page on your site. Bottom line is, if your visitors can’t tell the difference, you’re missing out on loads of conversions.

General Landing Page Stats

Did you know having more landing pages means more leads? Or that adding relevant videos can improve conversions significantly?

5. Companies with 30 or more landing pages generate 7 times more leads than those with fewer than 10.

(Source: HubSpot)

Recent content marketing statistics show both B2B and B2C businesses benefit from having more than 30 landing pages.

6. Improving SEO and organic presence is a top inbound marketing priority for 61% of marketers.

(Source: HubSpot)

This is not surprising. Every online business needs organic traffic — and the more, the better.

7. 61% of online marketers say generating traffic and leads is their biggest challenge.

(Source: HubSpot)

Generating more organic traffic and leads is the top priority for most marketers. According to lead nurturing statistics, it is also their biggest challenge. To help marketers overcome this challenge, we’ve ranked the best lead generation software on the market. 

This is where creating effective landing pages can make a world of difference.

Adding core keywords in a strategic way in your landing pages can help generate more traffic. Using engaging media and a strong call to action, on the other hand, can help convert more viewers into leads.

8. Using videos on landing pages can improve conversions by 86%.

(Source: eyeview)

Most of us prefer watching to reading — because it’s easier. Arguably, video content is also more engaging than plain text – as video marketing statistics also demonstrate.

So it’s not surprising SEO statistics for 2018 show using relevant videos significantly boosts a landing page’s performance.

9. Companies that use well-defined middle-of-the-funnel (MoFu) engagement and lead-management strategy generate a 4 to 10 times higher response rate than generic email blasts and outreach.

(Source: HubSpot)

A personalized MoFu can help you address customers’ main points and lead them to the purchase stage.

Email blasts and other generic content can’t do this.

While they are an effective way to attract contacts, they lack the tailored messaging required to nurture relationships and generate sales.

10. Putting multiple offers on your landing page can decrease conversions by up to 266%.

(Source: BLULEADZ)

If you want effective landing pages, remember the rule: “less is more.”

Have one offer per page — always.

Multiple offers confuse viewers, push them away, and, consequently, reduce conversions.

11. 48% of marketers build a new landing page for each marketing campaign.

(Source: SERPSTAT)

Multiple offers kill conversions, something which the previous stats show all too clearly.

Yet, only 48% of marketers are following the golden rule: “One landing page, one offer.”

This means that, if you include this tip in your marketing strategy, you automatically gain an edge over half of your competitors.

Landing Page Statistics for Increasing Conversions

Have you ever wondered how you can make your landing pages more effective? Well, here are some stats that show what works and what doesn’t.

12. Only 16% of landing pages don’t have navigation.

(Source: marketingexperiments)

Enticing viewers to spend some time on your landing pages is hard enough — don’t make things more difficult by showing them the way to the door.

Outgoing links give users a chance to leave without completing the form. They are bad for your conversion rate.

Therefore, remove all navigation from your landing page immediately.

13. 58% of marketers include clickable graphics in their landing pages.

(Source: marketingexperiments)

What’s most important is not whether you have clickable graphics or not — but where you’re leading your visitors to.

If a link opens to a form, that’s all right.

After all, that’s what you want to do — to gently nudge users to complete the action you’ve set for them.

If the link opens to something else, you’re taking them away from the form. This, in turn, defeats the whole purpose of creating the landing page in the first place.

14. The average landing page conversion rate across all industries is 2.35%.

(Source: WordStream)

Conversion rate is an important metric for measuring the effectiveness of your online marketing efforts.

But the all-important question is:

What’s a good conversion rate?

Research shows the average conversion rate across all industries is 2.35%. However, using it as a benchmark may not be a great idea. This is because the average can vary greatly from one industry to another.

For example, a good landing page conversion rate in the vocational studies & job training niche is 6.1% — which is a whopping 2.5 times the overall average!

Therefore, if you want to get an accurate picture of your online performance, use your industry’s standard as the benchmark.

15. Only half of the landing pages are optimized for mobile devices.

(Source: Digital 2019, Adobe Blog)

Did you know 56% of all website traffic worldwide in 2019 originated from mobile devices?

By not optimizing their landing pages for mobile, marketers are literally turning their backs on half of their potential customers.

The real question is — can they afford to?

Can you?

If you want as many viewers as possible — which, I believe, you do — follow the mobile landing page best practices.

16. A 1 sec delay in page loading reduces conversions by 7%.

(Source: eyeviewdigital)

Loading time affects your bottom-line more than you might think. For every second delay in page loading, your conversion rate drops by 7%.

Therefore, make sure your pages load faster than greased lightning — across all devices.

17. Companies get 55% more leads when they increase their number of landing pages from 10 to 15.

(Source: HubSpot)

When it comes to landing pages, the main question you should be asking yourself is:

“Am I creating enough of them?”

Statistics about Best Landing Page Practices

Have you ever wondered how long your landing pages should be? Or how many forms fields to include in your landing page form?

Well, here are some of the latest landing page statistics that answer these questions – and more.

18. Long landing pages can generate up to 220% more leads than above the fold call-to-action (CTA).

(Source: marketingexperiments)

Stats show long-form landing pages have the potential to generate a lot more traffic. However, the key phrase here is: “have the potential.”

Here’s the deal:

What action you’re asking the viewer to take should govern the length of your landing page, more than anything else.

That said, testing long landing pages is something you should certainly consider.

19. The average number of fields on lead generation forms is 11.

(Source: PAGEWIZ)

Recent landing page statistics show lead generation forms have 11 fields on average. However, this is just the average — not a hard and fast rule.

You may have more or less depending on the information you’re asking for.

20. Targeting and testing correctly can boost conversions by 300% or more.

(Source: STEELHOUSE)

This statistic underlines the importance of testing thoroughly and targeting accordingly. Using the correct methods can lead to significant improvements in conversion rates.

21. You have only 7 seconds to make a strong impression.

(Source: Forbes)

If you want landing pages that convert, you must find a way to make a compelling impression on viewers quickly.

22. 4 in 10 clicks generated by B2B businesses direct consumers to the homepage in place of the landing page.

(Source: Agency entourage)

Don’t make this mistake! Landing pages have better conversion rates than normal web pages.

That’s why you should direct users to them rather than to the homepage.  

Just a heads-up: Some marketers use a splash page in place of a landing page. This can prove to be a costly mistake because they are two entirely different things. You should never use one in place of the other.

If you’re confused about the whole splash page vs landing page thing, remember a splash page is used for providing valuable information to the user — while a landing page is created to convert visitors into leads.

23. Viewers are 80% more likely to read content that features colorful visuals.

(Source: Xerox)

Have you ever wondered how to get more people to read your landing pages? Well, try using interesting, attention-capturing imagery.

24. 9 out of every 10 viewers who read your headline will also read your call to action (CTA).

(Source: marketingsherpa)

If you check the top landing pages in 2020, you’re likely to find they all have one thing in common — a strong headline.

If you can capture the imagination of your readers through your headlines, you can be almost certain they will read your CTA.

25. Companies that use a conversion rate optimization (CRO) tool generate a 223% increase in ROI on average.

(Source:VB)

According to a report evaluating nearly 3,000 CRO tool users, companies that invest in CRO marketing see a major increase in their ROI.

26. Nearly 9 in 10 consumers trust reviews and testimonials.

(Source: Search Engine Land)

In a survey, 88% of consumers said they trust online reviews as much as their friends’ advice. What’s more, 85% admitted to reading up to 10 reviews before they could trust a business.

These stats prove reviews and testimonials help build trust. You should use them in your landing pages.

Statistics about the Benefits of A/B Split Testing

Testing can help improve landing pages’ performance. Many are using it to their advantage — are you?

27. A/B split testing is regarded as the best method for improving conversions.

(Source: NEILPATEL)

A/B split testing is simple and effective. If you want landing pages that convert, you should consider using it.  

28. 44% of companies use a split-testing tool.

(Source: Pardot)

Even though A/B testing is considered the most effective method for optimizing conversion rate, more than half of companies aren’t using it.

Is your company one of them? If so, you might be doing yourself a big disservice.

29. A/B testing helped Barack Obama raise an additional $60 million for his 2012 US Presidential election campaign.

(Source: Medium)

If President Obama’s team could take full advantage of it — you can, too!

A/B testing can eliminate guesswork and improve conversions. You should use it if you want to create effective landing pages.

30. 23% of marketers who use A/B testing don’t test headlines.

(Source: marketingsherpa)

Don’t let this be you — because strong headlines can help you capture more leads.

The first thing customers see on your landing page is the headline. If it fails to pique their curiosity, chances are they’ll drop your site like a hot potato.

31. 61% of marketers run fewer than 5 tests a month.

(Source: Transaction)

Testing helps improve conversions. Therefore, it is important to test regularly.

However, landing page statistics show 61% of companies perform fewer than 5 tests in a month. Arguably, this is because after some time marketers feel they’ve tested pretty much everything that they need to.

Wrapping Up

Almost every online business uses landing pages.

However, using them is one thing, and using them effectively another.

If you want to optimize your lead conversion rate, you should keep these landing page statistics in mind.

They will help you understand what’s currently working in the world of digital marketing — and take your business to a whole new level.

FAQ

What is a landing page and how does it work?

A landing page is a web page that sits on its own rather than an entire website which is made of a number of different pages. It’s called a landing page because when a visitor clicks on a link, they ‘land’ on the page. This could be from a website, e-mail, or social media platform. Another difference between landing pages and traditional web pages is that landing ones have one goal – to convert visitors to paying customers through a call-to-action (otherwise known as CTA).

Why is a landing page important?

Landing pages are important because:

 

  • They generate leads.
  • They help you work out who your audience is.
  • They allow you to track data.
  • They help keep your reader focused.
  • They encourage your reader to make a decision.
  • They are an experimentation platform where you can tweak things to make them better.
How effective are landing pages?

Pretty effective if you get the basics right! For the best conversions possible, ensure your page loads quickly, is optimized for mobile, and only contains one offer.

How many landing pages do I need?

It really depends on your brand and what you’re selling. However, landing page statistics show that companies who have 30 or more landing pages get an impressive seven times more leads than ones that use less than 10 landing pages.

ABOUT AUTHOR

Devoted my whole life to words - reading, writing and trying to be original on social media. Got certified in digital marketing - still not cool enough to be an influencer. Finished a master’s degree focused in Literature, Publishing, Mass Media. Hobbies include traveling, reading and hoping that yoga will be the thing to finally teach me some patience. Would like to take over the world at some point, but that’s an optional dream. Maybe modern tech can help me do that?

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