Are you looking for the best landing page conversion rates for your website?
If you’re struggling to get tangible results from your landing pages, you’re in the right place. This guide will tell you about the average landing page conversion rates and how to improve your landing page design to increase conversions.
Why Do You Need Conversion Rate Benchmarks?
Landing pages are the most essential web pages on your website because they show your brand’s value, build trust and convert visitors into leads and subscribers. However, many digital marketers still struggle to understand their landing page performance and how to achieve higher conversion rates.
If you don’t have a clear picture of the number of people engaging on your site and whether you’re on the right track, you can feel stuck. And if you’re stuck, it’s harder to make decisions to combat low conversion rates, and that leads to better results.
With that in mind, it’s worth looking at landing page conversion rate benchmarks for your industry. That way, you can learn what works and start optimizing your landing pages to improve the customer journey, page load times, SEO, and overall make a more effective landing page.
Before we look at landing page conversion rate optimization, let’s look at the average conversion rate metrics for websites overall.
What Are Average Website Conversion Rates?
According to the following graphic from Wordstream, the average conversion rate for most websites is around 2.35%. The top 25% of sites convert at 5.31% and above, and the top 10% have a conversion rate of 11.45% and above.
In the same research, they also looked at the average website conversion rates by industry:
But it’s important to note that these figures look at websites as a whole, not individual landing pages.
What Is a Good Landing Page Conversion Rate?
When comparing your marketing campaigns’ landing page to the average conversion rates, it’s important to remember that factors like your industry, target audience, and product or service can all impact the ability of your page to convert.
For example, a good conversion rate for eCommerce landing pages is around 5%, while real estate landing pages convert at 2-3%.
In fact, when you look at the top landing page conversion rates across all industries from our friends at Unbounce, you can see that the numbers vary a lot:
| Industry | Average Conversion Rate | Median Conversion Rate |
|---|---|---|
| Catering & Restaurants | 18.2% | 9.8% |
| Media & Entertainment | 18.1% | 7.9% |
| Finance & Insurance | 15.6% | 6.2% |
| Education | 14.2% | 5.8% |
| Fitness & Nutrition | 12.2% | 5.6% |
| Legal | 14.5% | 5.4% |
| eCommerce | 12.9% | 5.2% |
| Events & Leisure | 13.4% | 5.2% |
| Travel | 11.9% | 4.8% |
| Home Improvement | 7.2% | 3.8% |
| Medical Services | 7.4% | 3.6% |
| Business Services | 8.7% | 3.5% |
| Family Support | 9.0% | 3.4% |
| SaaS (Software as a Service) | 9.5% | 3.0% |
| Real Estate | 7.4% | 2.6% |
| Agencies | 8.8% | 2.4% |
As you can see, the best conversion rates vary across industries, but the median conversion rate hovers around 3-6%, with most industries never going past 9.8%.
Yet as we mentioned earlier in this post, your conversion rate will vary. Your industry, the offers you display, your audience’s behavior, and the demand for your products or services can all have an impact.
But that doesn’t mean there isn’t room for improvement.
The landing pages with the highest conversion rates stand out because they refuse to settle for average. These brands constantly split-test, tweak, experiment, and find new ways to push their numbers higher.
So if your conversion rate isn’t where you’d like it to be, there are many things you can do to optimize your landing page for better conversions.
How to Increase Your Landing Page Conversion Rates
To help you get the most out of your landing page optimization efforts, here are some of the most effective tips to help you improve your landing page conversion rates.
1. Offer Value Immediately
Many marketers create amazing content for their audience, but it quickly becomes meaningless if it isn’t easy to find. When visitors land on your page, they need to immediately see the benefit of staying on your page to learn more.
If the value of your offer isn’t clear enough, visitors will focus on the cost of staying around rather than what they’ll gain.
You should tell visitors how your offer benefits their lives and solves their problems right away to combat that. If they want to learn more about you, they can keep scrolling.
You can offer instant value by:
- Creating headlines that include your unique selling proposition
- Highlighting benefits instead of features
- Using actionable call to action button (CTA button) copy
- Explaining complicated concepts using video
Take a look at this example from OptinMonster.
Before you naturally scroll down the page, it’s easy to see what they do and how their software can improve conversions for small businesses.
2. Eliminate Distractions to Boost Page Conversions
It’s no surprise that most people are distracted easily, so it’s your job to keep visitors focused on what your landing page offers.
Much like a magician, you need to manage people’s attention so they notice what you want them to notice. Once you know what you want visitors to pay attention to, you can use your landing page’s templates, layout, color, imagery, and copy to focus attention in the right places.
So ask yourself:
- What action do I want visitors to take most?
- What action do visitors want to take most?
These 2 questions will help you ensure the action you choose is realistic and aligns with what your audience will likely do.
For example, say you want visitors to your lead generation landing page to subscribe for a free trial, yet your sign-up form and form fields ask for too much information. Due to the length of your form, people won’t take the time to enter their information or scroll to the bottom to hit submit.
Yet, if you minimize form fields to collect only the users’ email addresses, they’re more likely to want to take action because you’re not wasting their time.
In the end, you need to ensure users can focus their attention on the right spot. Visitors won’t convert if it isn’t easy to access or obvious.
Check our guide on the anatomy of a landing page for the best layout ideas.
3. Reduce Risk with Social Proof
Most people are risk-averse, meaning they prefer a sure outcome rather than taking a risk at something of higher value. That said, psychological research has shown that people are more likely to take action if they see others doing it.
You can harness that concept of “if everyone’s doing it, it must be okay” with social proof. And as a result, you can reduce the sense of risk and make users feel more comfortable converting.
There are several ways you can reduce risk with social proof, such as:
- Displaying testimonials from happy clients
- Showing reviews and star ratings from previous and existing customers
- Adding FAQ to anticipate customer questions
- Showing user-generated content from social media
- Displaying rewards and accolades that boost trust
All of these things show potential customers that your site is credible, and they can trust you’ll follow through with your promises.
4. Remove Friction to Increase Conversion Rates
When we talk about friction, we mean anything on your landing page that can hinder a user’s conversion ability. The most common culprits are slow loading speeds, long sign-up forms, and difficulty finding the next step.
As we mentioned earlier, long signup forms with too many form fields are a huge turn-off for potential leads. But if you remove as little as one form field, you can boost conversions by as much as 26%.
In the end, it returns to value. If you create a 10-field form for a typical lead magnet or ebook download, the value of your download won’t outweigh the time it takes to fill in the form.
To reduce friction on your landing page, make sure your email marketing forms don’t ask too much of your visitors and only ask for what you need. After the user converts, you can nurture your relationship and build enough trust to ask for more details.
You should also run your landing page through a page speed tool like IsItWP’s free website speed test tool.
After entering your landing page URL, it offers suggestions on how to improve your page speed. You can then use those suggestions to work on optimizing your page’s performance and provide a better experience for visitors.
If you’re still planning your landing page, choosing the best landing page plugin can have a massive impact.
Many landing page builder plugins are bloated, which can slow down your site. So pick a lightweight solution like SeedProd, with minimal code that’s optimized to achieve the best page speeds.
5. Leverage Urgency and Scarcity
Scarcity is the feeling that a product will run out in a limited amount of time. It’s that feeling that induces the fear of missing out (FOMO).
When potential customers experience FOMO, their desire for the product quickly increases and triggers higher demand. And when that happens, users are more likely to convert.
You can use a combination of urgency and scarcity marketing to boost conversion rates for your landing page.
First, choose what will drive the urgency for your offers, such as the sale’s deadline or the product quantity. Then, you need to present the offer in a way that draws attention and compels users to click.
One of the easiest ways to do that is with a countdown timer. Visitors can see how long they have left to claim your deal when you add a timer above your call to action button.
If you follow this guide on creating a coupon code landing page, we’ll show you how to add a countdown timer easily with SeedProd.
6. Test Smarter Not More Often
It’s essential to monitor and optimize your landing page for better performance. Regular A/B testing, analyzing user behavior, and making data-driven improvements can help you achieve higher conversion rates.
Ideally, you should test and optimize your landing page every few weeks or months, depending on the traffic volume and performance.
We suggest testing 10 unique landing page variations. And when we say unique, we mean changing more than just the font color and calling it a variation.
Make each variation completely unique, with different:
- Copy
- Offer types
- Call to action buttons
- Social proof
- Images
- Design
- Layout
After testing those 10 pages, you can take the top performer and focus your efforts on optimizing the more minor elements and making improvements that lead to better conversions. For instance, you can try making your phone number clickable so users can contact you more easily.
Moreover, testing your landing page doesn’t need to cost a fortune. If you follow this guide, you can optimize and A/B test landing pages with Google Optimize for free.
Landing Page Conversion Rate Frequently Asked Questions
Although there isn’t a one-size-fits-all number, a good benchmark for a successful landing page is a conversion rate of 2-5%. However, this can vary depending on the industry, type of offer, and targeted audience. Top-performing landing pages can even achieve conversion rates of 10-15% or higher.
To increase the average time spent on your landing page, focus on creating engaging content, improving readability, using visually appealing images or videos, and making your page mobile-friendly. Encouraging users to interact with your content, such as polls, quizzes, or comments, can also help boost engagement.
You can test your landing page’s mobile-friendliness using Google’s Mobile-Friendly Test tool. Ensuring a responsive design, fast loading times, and easy navigation on mobile devices can improve the overall user experience and conversion rate.
Testimonials and social proof can significantly increase the trustworthiness of your landing page. According to research, 92% of consumers trust recommendations from others, and displaying testimonials can increase conversions by up to 34%.
Using videos on your landing page can boost conversions by up to 86%. To make the most of videos, ensure they are high-quality, concise, and relevant to your offer.
Make sure to include a clear call-to-action within or immediately after the video and optimize the video for mobile devices.
There you have it!
We hope this article helped you discover the best landing page conversion rates for your industry. And if your landing page is not converting at all, here are some tips to fix it fast.
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