In the digital marketing landscape, the quest for optimizing landing pages is an art and a science.
We’ve rounded up 65+ data-backed landing page statistics and trends. With them, you’ll pick up actionable insights and best practices to persuade and motivate visitors to take action.
👉 Be sure to grab our free landing page checklist before publishing your next landing page.
Statistics on Landing Page Effectiveness
- 56% of paid search clicks are directed to a landing page instead of the homepage. (Source: MECLABS)
- 47% of consumers expect a landing page to load within 2 seconds or less. (Source: Neil Patel)
- Mobile landing pages with a load time of 5 seconds or less have 70% longer average sessions. (Source: Google)
- 88% of users are less likely to return to a site after a bad user experience. (Source: 99Firms)
- The average landing page conversion rate is 9.7%. (Source: Findstack)
- A one-second delay in page load time can result in a 7% reduction in conversions. (Source: WordStream)
- Personalized calls to action on landing pages perform 202% better than generic ones. (Source: HubSpot)
- Websites with 10–15 landing pages generate 55% more leads compared to those with fewer than 10. (Source: HubSpot)
- Using social proof on landing pages can increase conversions by 34%. (Source: Unbounce)
- 70% of brands increased landing page revenue with A/B testing, and some businesses reported as much as a 50% increase in average revenue per user. (Source: Adobe)
According to current landing page statistics, Google Analytics is a valuable tool for tracking page statistics and gaining insights into visitor behavior. By analyzing the data provided by Google Analytics, marketers can identify opportunities for conversion rate optimization and make data-driven decisions to improve their landing pages.
Google Ads can help drive targeted traffic to your landing pages, increasing the chances of capturing potential customers. Consider utilizing a reliable landing page builder that integrates with Google Analytics and provides seamless integration with AB testing capabilities. Running AB tests allows you to experiment with different elements on your landing pages and gather statistics to determine the most effective variations.
User Experience Statistics
- 47% of consumers expect a web page to load within two seconds or less. (Source: Neil Patel)
- Mobile landing pages that load in five seconds or less earn twice as much revenue as those that load in 19 seconds. (Source: Google – Doubleclick)
- Images increase people’s desire to read text-based content by 80%. (Source: Xerox)
- Websites with a clear visual hierarchy of their homepage see a 35% increase in online sales. (Source: VWO)
- Adding video to a landing page can increase conversions by 86%. (Source: Promo)
- Emails with a single call-to-action increased clicks by 371% and sales by 1617%. (Source: WordStream)
- 44% of website visitors will leave a company’s website if there’s no contact information or phone number. (Source: KoMarketing)
- 64% of consumers want to see a phone number on the homepage of a business website. (Source: KoMarketing)
- A 30-day money-back guarantee bage can increase sales by 32%. (Source: VWO)
- 70% of small business websites’ homepages lack a call-to-action (CTA). (Source: Small Business Trends)
- Users prefer reading value propositions in the form of bullet points. (Source: CXL)
To optimize the user experience on your landing pages, pay attention to various factors that can affect performance. Start by minimizing bounce rates by ensuring your landing pages load quickly, within the 2-second threshold that potential customers expect. Begin with a clear and compelling headline that captures visitors’ attention and encourages them to explore further.
Streamline the navigation menu on your landing pages to provide a focused and intuitive browsing experience. Use directional cues strategically to guide visitors’ attention towards your CTA and personalized CTAs tailored to specific customer segments.
By reducing friction and optimizing the user experience, you can improve landing page conversion rates and drive more landing page conversions.
Landing Page Performance Statistics
- In 2018, Google reported the average mobile web page takes 15.3 seconds to load (Source: Google)
- A one-second delay in page load time can lead to a 7% reduction in conversions. (Source: Forbes)
- 53% of mobile site visitors abandon a page that takes longer than three seconds to load. (Source: Google)
- Websites with a load time of five seconds or less for mobile landing pages have 70% longer average sessions. (Source: Google)
- 74% of users will abandon a website if it takes more than five seconds to load. (Source: Kinsta)
- A 100-millisecond delay in website load time can cause a 7% decrease in conversion rates. (Source: Retail Touchpoints)
- 88% of visitors are less likely to return to a site after a bad user experience, such as slow load times. (Source: Amazon)
- Pages with a load time of two seconds or less have an average bounce rate of 9%, while pages with a load time of five seconds have a bounce rate of 38%. (Source: Google)
- Faster-loading pages have a higher average conversion rate, with pages loading within two seconds having a 9.6% conversion rate, while those loading within five seconds have a 3.3% conversion rate. (Source: Google)
- 46% of users will not revisit poorly performing websites. (Source: Kissmetrics)
When it comes to optimizing landing page performance, Google Analytics can shed light on valuable insights into your website metrics, including your conversion rate and bounce rate. Analyzing these stats helps you to identify areas for improvement and implement conversion rate optimization strategies.
Incorporate marketing automation tools to streamline processes and personalize the user experience based on user interactions. Conduct marketing experiments to test different approaches and measure their impact on landing page conversions. By leveraging data-driven insights and continuously optimizing your landing pages, you can achieve higher conversion rates and maximize your landing page conversion rate.
Conversion Optimization Stats
- Including social proof on landing pages can increase conversions by 34%. (Source: OptinMonster)
- A/B testing can lead to an average conversion rate improvement of 49%. (Source: Invesp)
- Landing pages with testimonials can increase conversions by up to 34%. (Source: BigCommerce)
- Landing pages with one form field can achieve a conversion rate of 47%, while those with two fields have a rate of 13%. (Source: Formstack)
- Navigation menus with fewer options can improve conversions by 100%. (Source: CXL)
- Implementing a directional cue, such as an arrow or visual cue, can increase conversions by 26%. (Source: Unbounce)
- Using a personalized CTA based on visitor behavior can increase conversions by 42%. (Source: HubSpot)
- Landing pages with longer copy can generate up to 220% more leads than those with shorter copy. (Source: QuickSprout)
- Video on landing pages can increase conversions by 86%. (Source: Eyeview)
When optimizing your landing pages for higher conversions, consider incorporating social media elements to build credibility and leverage social proof. Display positive testimonials and reviews to instill trust in your visitors. Implement contact form landing pages to capture leads and establish direct communication with potential customers. Focus on search engine optimization best practices to ensure your landing pages rank well in search engine results and attract organic traffic.
Align your landing page copy with your overall marketing campaign messaging to create a consistent and cohesive experience. Utilize directional cues strategically to guide visitors toward your CTA and create a sense of urgency. By implementing these best practices and leveraging various optimization techniques, you can increase your landing page conversion rate and drive more valuable actions from your visitors.
Landing Page Copy Statistics
- Headlines that contain numbers have a 36% higher click-through rate. (Source: Conductor)
- Using action-oriented language in your copy can increase conversions by 93%. (Source: HubSpot)
- Landing pages with a word count between 500 and 700 tend to have higher conversion rates. (Source: MarketingExperiments)
- The use of emotive language can significantly impact conversions by appealing to users’ emotions. (Source: ConversionXL)
- Including a clear value proposition in your copy can boost conversions by up to 90%. (Source: Crazy Egg)
- Landing pages with concise and scannable copy have higher conversion rates. (Source: Kissmetrics)
- Using power words in your copy can increase engagement and conversions. (Source: OptinMonster)
- Implementing urgency and scarcity tactics in your copy can drive higher conversion rates. (Source: WordStream)
- Personalizing copy based on user behavior and preferences can lead to a 202% increase in conversions. (Source: HubSpot)
- Landing pages with customer testimonials have conversion rates that are 34% higher than those without. (Source: BigCommerce)
Crafting persuasive copy is crucial for optimizing your landing page’s effectiveness. Incorporate targeted keywords in your copy to improve search engine optimization and attract organic traffic. Use compelling language and persuasive messaging to engage visitors and drive them toward conversion. Experiment with different headline variations, including those with numbers, to increase click-through rates.
Craft concise copy that focuses on highlighting the benefits and value proposition of your offer. Utilize social media platforms to promote your landing pages and reach a wider audience. By implementing effective landing page copy strategies, you can capture attention, communicate value, and increase conversions.
Landing Page Design Insights
- Adding a relevant image or video to a landing page can increase conversions by 86%. (Source: Eyeview)
- Landing pages with a single call-to-action (CTA) have a 371% higher conversion rate than those with multiple CTAs. (Source: WordStream)
- Pages with a simple and clean design have a 66% higher conversion rate compared to visually complex pages. (Source: HubSpot)
- Landing pages that use directional cues, such as arrows or visual cues pointing to the CTA, have a 23% higher conversion rate. (Source: CXL)
- A red CTA button increases conversion rates by 21% (Source: Performable)
- Landing pages with custom-made graphics lift conversions by 13%. (Source: Klientboost)
- Implementing social proof elements, such as customer testimonials or reviews, can increase conversions by 34%. (Source: Gary Nealon)
- Landing pages that use a video background have a 138% higher conversion rate compared to those without. (Source: Wistia)
- Including trust badges or security seals on landing pages can increase conversions by 48%. (Source: Baymard Institute)
- Landing pages with just four form fields increase conversion rates by 120%. (Source: Taboola)
When designing your landing pages, focus on creating a visually appealing and user-friendly experience. Incorporate relevant images and videos to engage visitors and communicate your message effectively. Use a clean and simple design to minimize distractions and ensure that the focus remains on your desired CTA. Optimize your landing pages for mobile devices to cater to the increasing number of users accessing the internet through smartphones.
Local businesses should use Google Maps to provide convenient information to potential customers. Prioritize a good landing page experience by keeping load times fast and minimizing visual complexity. By designing landing pages that are visually appealing, responsive, and user-friendly, you can achieve the highest conversion rate and create a positive impression on your visitors.
Pay-Per-Click (PPC) Landing Page Stats
- The average landing page conversion rate across all industries is around 2.35%. (Source: WordStream)
- PPC visitors are 50% more likely to purchase something compared to organic visitors. (Source: Unbounce)
- On average, PPC traffic converts 50% better than organic site visitors. (Source: WebFX)
- For every $1 spent on Google Ads, businesses make an average of $2 in revenue. (Source: WordStream)
- Landing pages with personalized CTAs have a conversion rate that is 202% higher than generic CTAs. (Source: HubSpot)
- Landing pages with videos have been shown to increase conversions by 86%. (Source: Eyeview)
- The use of directional cues on landing pages can improve conversion rates by guiding visitors toward the desired action. (Source: Nifty Marketing)
When running PPC campaigns to drive traffic to your landing pages, monitoring and analyzing relevant performance is important. Utilize Google Analytics to track the performance of your PPC campaigns and gain insights into visitor behavior and conversion rates.
Tailor your landing pages to align closely with your ad copy and target keywords, ensuring a seamless transition for visitors. Continuously monitor and refine your PPC campaigns to improve landing page conversion rates and achieve better landing page statistics.
25-Point Checklist To Create High-Converting Landing Pages
Based on the landing page stats mentioned above, here’s a nifty marketing checklist to ensure your offers perform at the level needed to convert a potential customer.
|Optimization Tactic||Action Item||Impact|
|Use landing pages to generate leads.||Utilize dedicated landing pages to capture and nurture leads effectively.||High|
|Include a video on the landing page.||Incorporate engaging videos that highlight your product or service, boosting conversions.||High|
|Personalize landing pages around audience pain points.||Tailor landing pages to specific audience segments to maximize relevance and improve conversion rates.||High|
|Optimize page speed.||Ensure landing pages load within 2 seconds to meet consumer expectations and minimize bounce rates.||High|
|Optimize mobile loading speed.||Improve mobile page load time to provide a better user experience and increase session duration.||High|
|Address the real objections that exist.||Answer the underlying objections to avoid losing potential customers.||High|
|Optimize landing page performance.||Enhance landing page performance by reducing load times and using Lazy Loading scripts.||High|
|Create multiple landing pages.||Deploy a variety of landing pages tailored to different offers or audience segments to generate more leads.||High|
|Use social proof on landing pages.||Include testimonials, reviews, or social media mentions to build trust and increase conversions.||High|
|Implement A/B split testing||Conduct A/B tests to compare different elements or variations to unlock higher conversions.||Medium|
|Configure Google Analytics.||Track landing page statistics and visitor behavior to make data-driven decisions for optimization. Verify your conversion or event tracking is set correctly.||Medium|
|Drive targeted traffic with Google Ads.||Leverage paid search (e.g., Google Ads) to attract relevant visitors to your landing pages and increase conversion opportunities.||Medium|
|Utilize social media sharing buttons.||Enable social media sharing to encourage visitors to share your landing page and expand its reach. Position it at the bottom of the page.||Medium|
|Implement contact information on landing pages.||Provide contact information to build trust and increase the likelihood of conversions. Include your phone number, business address, and company name.||Medium|
|Display the phone number on the homepage.||Include a visible phone number on your homepage to cater to visitor preferences and boost credibility.||Medium|
|Add trust badges to landing pages.||Display trust badges or security seals to enhance trustworthiness and improve conversion rates.||Medium|
|Include a clear value proposition.||Clearly communicate the unique value your product or service offers to capture visitors’ attention. Assume visitors have no idea who you are and what you do.||Medium|
|Optimize landing page copy with emotion.||Craft persuasive copy that appeals to emotions, highlights benefits, and incorporates power words.||Medium|
|Optimize landing page design.||Create visually appealing and user-friendly designs that prioritize clarity and logically guide visitors to your CTA.||Medium|
|Implement a single call-to-action (CTA).||Focus on one clear CTA to avoid confusion and increase the chances of conversion.||Medium|
|Optimize form field configuration.||Experiment with the number of form fields to find the right balance between capturing information and user effort. The best practice is to use less than seven form fields.||Medium|
|Use directional cues strategically.||Employ arrows or visual cues to guide visitors’ attention toward the desired action.||Medium|
|Optimize landing pages for mobile devices.||Ensure your landing pages are responsive and provide an optimal experience for mobile users.||Medium|
This 25-point checklist helps website owners create conversion-ready landing pages. For more advice, check our detailed guides to optimize PPC landing pages and regular landing pages.
Popular Questions About Landing Pages
Are landing pages worthwhile to create?
Yes, landing pages are worthwhile to create. They provide a focused and targeted way to engage with your audience, promote specific products or services, and encourage visitors to take a desired action, such as making a purchase or signing up for a newsletter.
Unlike regular web pages, landing pages are intended to drive action rather than for casual browsing. Typically, they are distributed via paid search or part of a targeted marketing campaign.
Do landing pages improve SEO?
It’s possible landing pages improve your organic search visibility, but there are some caveats. You must have quality content that’s relevant to the search term and has a strong reputation versus other publishers.
However, when multiple pages exist with nearly identical content, that creates duplicative content. Duplicated content hurts your organic search success since Google might not know which page to suggest to visitors.
As a best practice, Google recommends applying a “noindex” Robots directive to the page so it discourages indexing by search engines. But if your landing page is unique and doesn’t compete against your existing pages
What’s the purpose of a landing page?
The purpose of a landing page is to convert visitors into customers or leads. It provides a targeted and focused experience that guides visitors towards a specific action, such as making a purchase, filling out a form, or subscribing to a service.
An optimized landing page captures user attention, communicates the value proposition effectively, and encourages users to take the desired action.
Why are landing pages important to a business?
Landing pages are important to a business for several reasons:
– Generate leads and drive conversions.
– Provide a dedicated space to promote products, services, or offers.
– Allow businesses to track and measure the effectiveness of marketing campaigns.
– Improve the online presence to reach a targeted audience.
– Help achieve marketing goals more effectively.
By optimizing landing pages, businesses can improve their online presence, reach a targeted audience, and achieve their marketing goals more effectively.