What's a Good Landing Page Conversion Rate?
Conversion rates vary across industries. Unbounce says the average landing page conversion rate across all industries is 4.02%. Higher education is the lowest converting industry, with a 2.6% conversion rate.
The highest converting industry is job training and vocational studies. Businesses have a combined conversion rate of 6.1%, as per Unbounce.
Therefore, a reasonable landing page conversion rate is around 5%. However, that only tells a part of the story.
Top performers may generate conversion rates of even 10% or more. Additionally, industries like finance convert visitors better than other businesses.
What do top-converting landing pages do to get high conversions? Can you do something similar for your landing page?
Let’s explore.
The Nuances of Landing Page Conversion Rates
The landing page conversion rate is a crucial metric for all businesses. Everyone wants their landing pages to engage and convert more potential customers.
A good conversion rate means your landing page is fulfilling its purpose. People are performing your desired action, the goal of your landing page. You may consider a 3% or 5% conversion rate a recommendable achievement.
However, your analytics may not reveal the true picture. You may be measuring your numbers against low conversion samples that skew your results.
Let’s say you are measuring your average conversion rate against only 50 or 100 conversions. This low sample will make even small changes appear more significant.
For example, even 2 – 4 more conversions will increase your average conversion rates by over 4% if your sample size is 50. It may look good on paper but does not mean much for your business.
Therefore, don’t be stuck with your performance boost, but keep improving. Invest in conversion rate optimization to continually grow and increase your conversions.
What can you do to improve your landing page conversion rate? Should you change your font style or color of the buttons?
Minor Optimizations Don’t Matter Much
You may come across examples and case studies online where a marketer increased landing page conversions by changing:
Font colors
Word spacing
Images
Button colors
These small changes can boost your conversions by one or two percent. However, most are fundamental and commonly used A/B split test best practices.
We are not saying small changes won’t bring you results. However, they will mostly reflect an increase of a single digit on your conversion rate.
Additionally, the gains will not be long-lasting. The spike will reach a plateau after a time.
However, that does not mean you should give up on these efforts. Make them a part of your ongoing optimization process to create the best landing pages.
Reserve your resources and energy for serious changes. Think of creative ways to appeal to your target audience and address their pain points. Try something different to boost conversions across your landing pages.
Let’s find out what you can do to make it happen.
Serious Ways to Boost Conversion of Landing Pages
We will discuss a few techniques to create top landing pages to support your digital marketing efforts. Later, we will look at some of the basics you must ensure to engage and retain landing page visitors.
Try Something Unique
Does your landing page offer the same thing your competitors do?
You cannot expect to achieve high conversion rates with the same boring offer. Everyone else is doing the same, and your page does not stand out.
For example, most tools offer a free trial. Lawyers and accountants may offer an initial free consultation.
Similarly, a travel website may offer complimentary breakfast with hotel bookings.
You cannot expect to convert site visitors with the same things your competitors are trying. You must come up with a unique offer that gives you a competitive advantage.
Let’s say you are a mental health website offering online therapy services. All your competitors are offering a free session to convert web traffic.
Please don’t do the same for your landing page. Try something different, like allowing your clients to choose and switch therapists for free to find the right match.
Or, offer a free diagnosis or personality test that offers something unique to visitors.
Keep trying till you zero in on the best offer. You will see a significant boost in your landing page conversion rate.
Implement a Different Conversion Flow
Every business should have a goal of creating landing pages with a simple flow. Too many steps can act as a barrier to improving landing page conversions.
Let’s say your landing page’s purpose is to encourage users to sign up for your web design tool. Once a visitor clicks on the “Try Now” button, they encounter the following fields asking for:
Name
Email
Password
Referral information
Phone number, and so on
So many steps deter visitors from signing up. They are likely to leave midway and go to your competitor.
Aim for Simplicity
Reduce barriers to conversion to boost your conversion rate. Try a simple flow and ask for only essential information.
Moreover, you can allow visitors to log in via Gmail, social media, and other ways. It lets them access your offer with a single click.
They are also not required to create an account manually.
Online stores allow guest checkouts for the same reason. It reduces barriers to purchasing and encourages more conversions and sales.
Appeal in Multiple Ways
Researching your target audience is a must to generate qualified leads. It also helps you personalize your messaging and offer the right benefits.
A business may have a varied audience, which might not be evident from the start. Let’s continue with the example of the mental health website discussed above.
The potential customer for a therapy service is anyone who is suffering from mental issues or trauma. As a result, your call-to-action may look like:
“Are you having negative thought patterns? Book an online therapy session to manage your negativity and feel positive.”
However, all visitors may not be suffering from mental problems. Some may be looking for help for their loved ones.
Therefore, your call to action is not appealing to them. You can include another call with the same CTA to appeal to varied audiences, like:
“Does someone you love need professional assistance? Book an online session today.”
Moreover, you can let your audience choose the flow by letting them decide. You can leave lead magnets like:
Are you struggling with depression?
Do your loved ones need help with their trauma?
Do you need help right now?
You are leaving no stone unturned to appeal to all your potential audiences. Moreover, you are giving them the freedom to decide their way.
It is an excellent way to improve conversions of landing pages.
Invest in Remarketing
Many people interact with your brand without converting. They may visit your pricing page, choose a subscription, but leave afterward.
Moreover, your audience may interact with you across other channels, like social media. You can convert more people by retargeting people who visit your landing page with ads or email marketing.
Google Ads makes it very simple to remarket to your audience. You can generate a list of potential people you can target based on insights from Google Analytics.
These ads will appear as your target customers browse the web, watch videos, or play games online. According to Invesp, 3 out of 4 internet users now take note of retargeting ads. Most importantly, people who view display retargeting ads are 70% more likely to convert on your landing page.
The figures show remarketing is one of the best ways to increase conversions.
Relieve Customer Anxiety
People were not very willing to trust online businesses in the beginning. Till now, many people have issues trusting online offers, especially if your brand is new.
As a result, your landing page visitors may have several reservations and concerns. For example, what will happen when I click the button? Will my personal information be safe?
Will the offer turn out to be a scam?
It’s your duty to resolve reservations and address customer anxiety on your landing page. Provide as much information as possible on your offer and be fully transparent.
Additionally, include testimonials and social proof to build trust. Most importantly, consider each of your audience’s concerns and provide assurance.
For example, you may add “No credit card needed” after your “Join Now” button to show you are not collecting payment information.
Be upfront with your visitors and tell them what awaits them after they sign up or fill out the form. You can add bullet points or sentences after your CTA to resolve your audience’s concerns.
Experiment with Different Landing Page Versions
You must create multiple versions of your landing page and run tests to find the best-performing one. It is necessary to test at least 4 – 10 versions to identify your champ.
Create different landing pages with varying:
Copy
Images
CTAs
Layout
Conversion flow
Next, test the pages to find out which performs best. The version that brings you three to four times your current conversion should be your priority.
Next, replicate the landing page for all pages with offers on your website. Moreover, chuck the poor-performing versions and don’t waste time creating hundreds of variations.
Factors That Impact Conversion Rate
A number of factors impact your conversion rate. You must attend to these factors to ensure you don’t have any bottlenecks to increase generating leads.
Below are the most crucial factors to keep in mind:
User experience:
Your landing page must be a pleasure to use. It must be user-friendly and intuitive enough to drive conversions.
Zero clutter:
Remove distractions and clutter to make your main message stand out. However, be detailed about your offer.
Mobile responsiveness:
Many people visit your page from mobile devices. As a result, your landing pages must perform well across devices.
Compelling CTAs:
Experiment with your CTAs to find the ones that create the most appeal. Research your audience to understand the language and tone you should use.
Urgency and scarcity:
Psychological tricks like creating a sense of urgency can boost conversion rate. You can run a limited-time or limited-stock offer to create a sense of scarcity.
Website performance:
Your landing pages should load quickly and work as expected. You will lose conversions if your website has a lengthy load time.
Visual appeal:
Your landing page should appeal aesthetically to capture users’ attention. Choose the right theme and design to create beautiful landing pages.
Trust:
It is essential to create trust. Display signs of assurance on your pages like TLS certificates, antivirus protection, and more.
Focus on Generating Quality Leads
You can boost your landing page conversions by prioritizing quality lead generation. Your efforts will automatically help you improve conversions and sales. It involves creating a stellar landing page and testing different versions. You should also try different offers, tweak your CTAs, and invest in remarketing.
Moreover, attend to the basics of conversion optimization to keep generating results.
Businesses can work with a conversion rate optimization agency to drive conversions. Read this blog to learn how the partnership can help you grow.