Stats that will change the way you look at Landing Page Optimization

An excellent landing page is one of the most crucial aspects of marketing optimization. Creating a meaningful and alluring landing page will do wonders for your inbound marketing strategy. This is why marketers are continually working to optimize their performance. Since landing pages are a digital medium, there is an incredible amount of statistics and performance data at hand that we can analyze to determine their effectiveness. When used right, gaining knowledge via these statistics can be precious for those who want to increase their target metrics. This is why for this post, we have decided to bring these numbers closer to you, as well as talk about some of the essential optimization points that you may need to look into if you wish to turn your prospective customers into leads. Now, let’s dig into numbers.

Amazing stats…

• 84% of landing pages have navigation bars. This is one of the most common mistakes marketers make. The main point of having a landing page is to keep customers’ attention focused on a single page with a unique offer. By introducing a navigation bar, you are keeping the door open for them to leave. Only by removing the navigation bar, you will see a change in the statistics that will show that your conversion rates are improving.
• 48% of landing pages contain more than one offer. Now, this can’t be right, right? As we have mentioned, a landing page should be focused on one offer and only one CTA. You don’t want your customers to get distracted when you want them to convert, and having multiple offers can reduce the conversion rate up to 266%.
• The more landing pages, the more leads. Companies with good marketing campaigns know that it is best to assign a different landing page for each campaign. By having between 10 and 15 landing pages, you can increase your leads by 55%, and companies that create 30 or more landing pages get seven times more leads than those that have fewer than 10.
• 58% of companies use clickable graphics. This can be a good idea if used properly. If those kinds of graphics give prospects a chance to click away from your site, then it is best to avoid them. However, if the clickable graphics just opens up to a fillable form, then they can be of much better use. 
• More than 50% of B2B companies redirect their users to a homepage (OUCH!) instead of a landing page. It is proven to be true that landing pages have much higher conversion rates than homepages, so if your company uses this kind of practice, it is best to change your marketing strategy and increase sales by always linking the landing page with your offer.
• Conversion rate optimization tools offer up to 223% ROI on average. By using them regularly, you will be able to greatly improve your landing page marketing. They provide options to analyze various data, such as bounce rates, scroll maps, site speed, average page views, average time on site, and many more. Being aware of these metrics will show you where to focus as you plan your next business move.
• 50% of landing pages are optimized for mobile devices (OUCH!!). Mobile web browsing is taking over, and if you wish to lower the bounce rate you have to invest time in mobile landing page optimization. This will go a long way in boosting your business since up to 81% of mobile visitors mind the speed and convenience of the site, and 73% of them trigger additional actions or become conversions.
• A one-second delay in loading time can reduce conversions by 7%, so make sure your landing pages are optimized to load quickly across all devices.
• 46% of marketers have stated that form layout has a significant impact on conversion rates. In addition to being functional, it is only natural that your landing page needs to look good with alluring and eye-catching details to keep your visitors lingering.

…that will change the way you look…

• Only 2.35% of landing page visitors convert by average across all industries, and the top 10% of companies see a 3 to 5 times higher rate than that average. This shows what you can achieve by analyzing statistics and optimizing your site.
• A little more than 1 in 5 businesses are content with their conversion rates. The percentage is this low mostly because companies are setting their expectations too high due to all the promises of success they read on the internet. There is no formula for overnight success, so be wary of the advertisers that don’t offer a detailed step-by-step plan.
• 61% of companies run five or fewer landing page tests each month. For a business to be successful, it is crucial to be able to adjust to the ever-changing market and demands. Regular performance checks can do much in helping you come up with better strategies.
• Around 75% of companies have stated that they are having a hard time finding educated experts for their landing page optimization.
• The number of interactive landing pages gets higher every day. If you wish to compete with other online businesses in your branch, you need to keep your visitors engaged with a lively experience. If your potential customers find your page too static, they might also find it annoying. If your budget allows it, consider hiring a web design company to spice up your site and make it more than just a sales pitch.
• 66% of the best performing landing pages put their company name in the title tag. Although it seems like a minor detail, even the title tag can act as a part of your ad, making everything look more cohesive and polished. 
• You can pick up 220% more leads with long landing pages than with short ones. This maybe seems a little counter-intuitive, but long-form landing pages can be more productive. Short landing pages work well for businesses that have a low-investment and low-risk products. However, if you are selling luxurious goods, your customers usually need more details to be convinced.
• The average number of form fields on landing pages is 11. The form fields on landing pages are used to establish the first contact and build trust between a customer and a company. Still, sometimes businesses tend to be excessive with the amount of information they want you to fill out. Simply by reducing the number of fields from 11 to 4, you can see a 120% increase in your conversion rates. Asking only for the basic info is a smart thing to do.
• 3 is the optimal number of form fields for the most conversions from your landing page.
• 56% of marketers claim that form questions need to follow a specific logical order to make customers want to fill them out and sign up.
• Not asking for age in the forms can make your landing page convert better. Although maybe not possible in every case, avoiding this question can increase your conversion rates. Statistics show that some of the issues in the form can turn potential customers off, and age-related is labeled as the most probable one to do so.
• 37% of landing pages include testimonials. Strangely, this percentage is meager since we know that 88% of customers place high trust in reviews and testimonials. One of the benefits of landing pages is that people can see why your customers trust you, so it should do good for your business if you place reviews in a prominent spot for your future customers to read about experiences other people have had with your brand.
• Over 20% of businesses don’t have a landing page testing strategy. We can’t emphasize enough how important it is to test your pages and determine if something is not working.
• 44% of companies use an A/B or split testing software. A/B testing is one of the easiest ways to check the response to your page and find better strategies. This implies testing one or more variations of an original landing page to see how effective it is and if it can be improved.
• Only 52% of companies that use landing pages test them. It is a no-brainer to say that this number should be significantly higher. Every company that wants to improve their business should check their landing pages for efficiency.
• Effective landing pages can increase conversion rates by 40% for B2B companies. A lot of B2B companies claim that landing page testing takes up too much of their resources. We could say that they are missing out on a big picture since we know that having a sound strategy that produces effective landing pages can increase their assets and improve resources.
• 77% of marketers are testing headlines. Having a great title is one of the critical elements in successful promotional campaigns. The title should draw in the attention of your potential customers, greet them as well as tell them why they are there, so it is a good idea to use A/B software to test and optimize them.
• A smart landing page targeting strategy increases the conversion by up to 300%. Studying your landing page statistics is the key to success. Customers that feel like the company is focused on them are more likely to engage. This is why you need to make sure that you are producing content that is personally tailored to suit their needs.
• 90% of customers that read your headline will also read your CTA. We have already stated the importance of having an eye-catching title. The vast majority of people whose attention was drawn by the title will read your CTA button, which increases the possibility of getting their subscription.
• 17% of companies have a Google map on their landing page. This exciting trend is beneficial for both companies and people who wish to find and visit your store.

…on the landing page optimization

• Having relevant videos on a landing page can increase conversions by 86%. While you should avoid implementing anything that can draw your visitors’ attention away from your landing page, introducing related videos can be a useful strategy. Anything that draws the viewer’s attention will make them want to spend more time on your page, increasing the likelihood of them converting.
• You have only 8 seconds to make a first impression on your landing page. Attention spans are short, and people don’t want to spend their time with the content they don’t find captivating. This is why most visitors bounce within the first 8 seconds.
• People are 80% more likely to read the content that is combined with images. Filling your landing page with vivid images can drive your visitors to subscribe to your site or make the purchase.
• Including contact information on landing pages builds trust. Having contact information on your landing page will show your future customers that your company is reliable. Also, people are more comfortable sharing their contact information with businesses that have already shared theirs. This increases your customers’ trust and, ultimately, your conversion rate.
• 55.5% of companies have stated that they were planning to increase their CRO budget.
• The average conversion rate of a Facebook ad is 9.21%.
• The average mobile conversion rate is 1.53%, compared to 4.14% on desktop.
• The top 10% of websites have conversion rates of 11% or more.
• The top 25% of websites have conversion rates no less than 5.31%.
• Paid search has an average conversion rate of 2.9%. That is the highest conversion rate by traffic source. The organic search comes in second with 2.8%, while email brings conversions in 2.3% of the time.
• Companies whose conversion rates have improved over the year say that they are performing 50% more tests and using 47% more methods to improve conversion.
• Companies with well-defined middle-of-the-funnel engagement and lead management strategy see a 4 to 10 times higher response rate than those that use generic email outreach. Email blasts lack the tailored messaging required to nurture relationships and generate sales.
• 70% of marketers use CRO results to drive their other marketing initiatives, such as headlines, blog content ideas and website pages.
• For every $92 spent on customer acquisition, companies spend only $1 on conversion rate optimization. This goes to show how big the gap is between the amounts spent on getting traffic and those spent on converting that traffic into customers. If you manage to double your conversion rates, you can allow yourself to invest 50% less money in customer acquisition.
• Businesses spend an average of $2000 on conversion rate optimization tools. This may seem like a large sum, but CRO tools are growing more advanced by the day and if they can bring even a slight increase in conversions, then it is money well spent.
• “Click Here” has shown to bring 3% more conversions than “Submit”.
• Studies show that using marketing automation tools to nurture your prospects leads to a 451% increase in qualified leads.
• Personalized CTAs bring 42% more conversions than non-personalized CTAs. This only proves that personalization is one of the most important trends in marketing. It is not only CTA that needs to be personalized, but also your email messages. Personalized messages increase conversions by 10% on average.
• Anchor text CTAs outperform button CTAs by 121%. There are many studies across the internet about the most effective CTA button designs, but these numbers show that it is best to replace them with a well-worded text link.

Landing pages are a critical element of any inbound marketing strategy. Using landing pages, however, will not do much for your business unless you learn to use them effectively. With these landing page statistics in mind, learn from the experience of other business professionals, and make sure you follow the best practices we have outlined. Optimized, tested, properly designed landing pages with eye-catching content will skyrocket your conversion rates in no time. If you need ideas or help with creating amazing landing pages, be free to take a look at our portfolio.