For any digital marketer, landing pages are an essential tool for generating leads and sales. After a visitor clicks on an ad, a contest page, or a link in an email, a landing page is their first touchpoint. The value and relevance of this offer will most definitely have a major impact on whether the visitor converts to a lead or sale.
But what makes up a high performing landing page? What are the attributes and nuances between a high- and low-performing page?
At Unbounce, we set out to answer these questions (and many more). As the leading landing page platform for over nine years and one of the top 10 tools marketers need to know about according to Forbes, we know a thing or two about how to optimize a landing page for maximum conversions.
This time, we drew on the hundreds of thousands of landing pages built in Unbounce to discover proprietary findings about the specific attributes of a landing page and how they related to conversions.
The findings from this study are based on an analysis of 18,639 lead gen and click-through landing pages that were graded by the Unbounce Landing Page Analyzer and then correlated with each page’s self-reported conversion rate. The analysis examined characteristics of a landing page such as: links, page speed, social proof, mobile-responsiveness, word count and traffic source.
Let’s take a look at some of the major findings we discovered:
- LINKS Pages with one call-to-action (meaning one link) have an average conversion rate of 13.50%. On the other hand, landing pages with 5 or more links have an average conversion rate of 10.50%.
- PAGE SPEED (which is largely associated with slow pages). Landing pages that have no images that require compressing have an average conversion rate of 11.40%. Pages with over 1MB of potential image compression have an average conversion rate of 9.80%.
- SOCIAL PROOF. Pages that have indications of social proof in the form of copy have an average conversion rate of 12.50%, in comparison to pages without social proof that only convert at 11.40% on average.
- TRAFFIC SOURCE. Landing pages that drive traffic from email (solely or in addition to other sources) convert on average at 13%.
- MOBILE-RESPONSIVENESS. Landing pages that have a mobile page are correlated with an average conversion rate of 11.70%, in comparison to landing pages that don’t have a mobile page which convert on average at 10.70%
- WORD COUNT. 29.5% of landing pages have too much copy — and an average conversion rate of 11.10%. Landing pages that are word-count-conscious convert on average at 14.30%.
If you want to run your landing pages through the Landing Page Analyzer and receive a personalized report with tips to improve those pages further, head over to unbounce.com/landing-page-analyzer.