37 Landing Page Statistics You Should Know

Landing Page Statistics You Should Know

If you’re reading this, you probably want to learn more about landing pages. 

Great news! You’re in the right place.

These 37 landing page statistics will help you build your most high converting landing page yet.

Ready to get started?

Landing page statistics to learn

What’s the first thing you do when you want to start something new?

You learn all about it.

These first 9 statistics go over landing page best practices and what you should know before you dive in.

1. The most popular landing page is a squeeze page

A squeeze page has one goal in mind – to get a user’s email address.

An email list unlocks the door to nurturing leads. You can send your best content and offers straight to your audience’s inbox.

Most squeeze pages offer a free ebook or newsletter to convince viewers to enter their email.

Source: HubSpot

2. Landing pages, the least popular signup form, have the highest conversion rate

2 - Highest conversion rates

As you can see, there are 4 different types of signup forms.

Landing pages came out to be the most popular signup form, but there’s something to be mentioned about this study.

Head over to the next statistic to see what I’m talking about.

Source: Omnisend

3.  Landing pages make up only 5.1% of all enabled sign up forms

3 - Enabled sign up forms

This graph goes into more detail about the statistic above – landing pages are the highest converting signup form.

The graph shows us how popups make up about 66% of all signup forms.

66% compared to 5.1% is a big difference, right?

So what does this mean?

Landing pages aren’t used nearly as much as pop up forms – it’s easier to get a higher conversion rate when you work with fewer numbers.

Take this into consideration as you look at this data.

Source: Omnisend

4. Contact form landing pages typically have low conversion rates

Contact form landing pages ask for personal info – your phone number, address, email, etc.

It’s easy to click the backspace button when you’re asked for this type of info…hence the low-conversion rate.

Source: Square2Marketing

5. 48% of the top landing pages are ranked in maps and organic listings

Let’s break down this landing page statistic into two parts.

One, almost half of the landing pages are ranked in maps.

Most landing pages reach out to their local area. They make it easy for local customers to find their business.

Two, most landing pages are ranked in organic listings… aka, organic search.

Landing pages can contribute to your SEO. Input keywords to rank high on Google.

Source: Nifty Marketing

6. Creating a landing page can cost anywhere from $75 to $3000

This range is pretty big. 

The costs of a landing page depend on a couple of factors.

Are you creating your page in-house? Or are you outsourcing?

Are you using PPC advertising? Or organic?

These decisions will affect your landing page budget. Luckily, you have the freedom to choose what will work best for your business.

Source: WebFX

7. Landing pages are in the middle stage of your marketer’s funnel

7 - Landing pages and funnels

Landing pages nurture leads into customers.

Once customers learn more about your business through social media or email, they’ll feel more comfortable with your business… and will likely convert.

Source: Unbounce

8. 77% of the top landing pages were home pages

Landing pages and home pages aren’t the same.

Homepages tell readers about your business. They welcome viewers to learn about you.

Landing pages are direct. They have one goal and one goal only – to convert.

Make sure your home page and landing pages aren’t doing the same job. Diversify your marketing funnel to get more conversions.

Source: Nifty Marketing

9. 52% of marketers reuse landing pages for different marketing campaigns

The highest converting landing pages are niche-driven. They target a specific audience about a specific topic.

Avoid reusing landing pages for different marketing campaigns. Instead, create a variety of pages. Or, build a dynamic landing page (we’ll discuss this type of landing page later in the article).

Source: Marketing Experiments

Landing page statistics to create

The point of a landing page is to convert users.

High converting landing pages have certain, well, high converting features.

You’ll see some of these features in this next set of landing page statistics.

10. 8 out of 10 people will read your headline, and only 2 out of 10 will read the rest

Your headline is created to hook your readers right away – they should want to know more about you.

Bottom line, your headline is VERY important.

Source: CopyBlogger

11. Personalized CTAs convert 202% better than a normal CTA

11 - Personalized CTAs convert better

Imagine this.

You just got a new puppy and want to buy flea medicine.

You come across a business who offers an online subscription for flea medicine.

What CTA sounds better to you?

“Sign Up!”, or… “Get your first dose of flea medicine for free!”

The second CTA gives an incentive and is more personal than, “Sign up!”

You get the point – create a personal call to action for your targeted audience.

Source: HubSpot

12. Pages designed for cursory reading are more likely to be read

Cursory reading means to scan a page.

Most online users don’t read every word on a webpage – they only want the main idea.

Use bullet points, short paragraphs, and an active voice to help readers scan your landing page.

Source: UX Myths

13. 86% of the top landing pages are mobile-friendly

In this day and age, being mobile-friendly is necessary.

A mobile-friendly landing page is easily accessible through a phone. And they load fast.

Plus, there are many landing page tools and WordPress plugins to help you create a mobile-friendly page. 

Source: Nifty Marketing

14. 44% of SaaS landing page images feature people

As humans, we crave personal connections with other people.

Help your audience create a connection with you and use images with people.

Avoid stock photos and use real photos of your business instead.

Real photos are more genuine. Plus, they give a better picture of what your business is like.

Source: Chartmogul

15. 51.3% of landing page CTA buttons are green

15 - CTA buttons are green

Over half of the SaaS landing pages studied had green CTA buttons.

This doesn’t mean that your page has to have a green CTA button, but it’s worth thinking about.

This is a great feature to analyze with A/B testing.

Source: Chartmogul

16. Almost half of online users look for videos related to a product before they visit a store

Watching a video about a product is fast and easy to understand.

You can describe your product in much better detail using video… AND it’s a great way to deepen your brand.

Add a video to your landing page to describe your service. Make sure it aligns with your landing page goals.

Source: Hallam

17. 46% of marketers consider form layout to have a significant impact

The layout of your landing page is extremely important.

The goal of your layout is to guide users to your call to action. A/B testing will help you find what layout works best for your audience.

Source: Marketing Experiments

18. 16% of landing pages don’t have a navigation bar

This is a much lower number than it should be.

Navigation bars distract users from your CTA. It invites them to go elsewhere.

The highest converting landing pages get rid of distractions – navigation bars and clickable links are a couple of examples.

Guide your audience to your call to action and keep them focused on the prize. 

Source: Marketing Experiments

Landing page statistics to convert

At this point, you can probably guess the main goal of a landing page – to convert users into customers.

The real question is, what converts users?

Let’s find out.

19. The average landing page conversion rate was 4.02%

This number seems low, right?

Good news, this number is just an average across all industries.

Head to the next landing page statistic for conversion rates by industry.

Source: Unbounce Marketing 

20. The average landing page conversion by industry are as follows:

20 - Average landing page conversions

Vocational studies and job training takes the cake. And higher education has the lowest conversion rate.

Landing pages can be successful in any industry, but it’s good to keep these numbers in mind.

Source: Unbounce Marketing

21. Landing page conversion rates should start at 20%

This was an interesting stat to find. Most landing page statistics find conversion rates much lower than 20%.

So why is this one different?

Square2Marketing used their own industry (software) to find this data. This is another example of measuring the average conversion rate in your own industry.

Source: Square2Marketing

22. Conversion rates can increase when you use emotions such as awe and laughter

22 - Use emotions

This study was found after researching 10,000 different articles. Basically, we want to feel good when we buy something.

On that note, users want to buy products from interesting and positive businesses.

Incorporate positive emotions to your landing page using video, visuals, and great copy.

Source: OkDork and BuzzSumo

23. A two second delay in webpage load time can increase your bounce rate by 103%

Let’s cut to the chase.

Your landing page needs to load. And it needs to load fast.

Source: Akamai

24. Websites with 40 or more landing pages generate 12x more leads

24 - More landing pages

Lead generation is a numbers game. The more you create, the more leads you’ll get.

This doesn’t mean you have to create 40 landing pages at this moment. But creating more landing pages can benefit you in the long run.

Making landing pages a priority within your marketing funnel. It’ll pay off.

Source: HubSpot

25. Using the word, “submit,” as a CTA can decrease conversion rates by 3%

25 - Word submit

This study shows how direct language can steer your audience away.

Avoid typical call to actions and personalize them instead. Your audience will feel more comfortable with signing up for your service.

Source: Unbounce

26. It’s most optimal to have 3 form fields on your landing page

26 - Three form fields

Privacy is important to most, if not, all users.

Think about it… when you’re asked to fill out a bunch of personal information, how likely are you to do it?

Another interesting part of this data is how conversion rates for 2 and 4 form fields are low. It seems like users trust the number 3.

Source: HubSpot

27. Stanford found that including your contact info can boost your credibility

This study was done on websites in general, but you can still use this info to build a landing page.

For example, include your name and email onto the page and invite your audience to ask questions. You can A/B test this out and see how well it converts.

Source: Stanford Web

28. Asking for an email and phone number has the highest conversion rate

28 - Ask for contact details

These findings are something to test out for your own landing pages. Some audiences prefer giving out their phone number, and others don’t.

Notice how email is included in every combination. Remember, a user’s email is the perfect way to send out relevant content.

Source: Omnisend

Landing page statistics to improve

So you’ve created your landing page.

Now what?

Improve, improve, improve.

High converting landing pages don’t happen after 1 try. It takes trial and error.

You can test out what works and what doesn’t with A/B testing. 

These statistics will tell you how A/B testing improves landing pages.

29. Only 17% of marketers use A/B testing to improve landing page conversions

Your landing page will only get better if you know what works and what doesn’t.

A/B testing isn’t the only way to improve your landing page, but it’s great at telling you what converts.

Source: HubSpot

30. Call to action buttons have become the most popular website element for testing

If A/B testing helps boost conversion rates, then it’s no wonder why call to actions are the most popular element to test.

Personalize your CTA for your targeted audience and test it out. You might be surprised at what you find.

Source: Invesprco

31. 1 out of 8 A/B tests have driven significant change

31 - AB tests to drive change

Your results can be affected if you’re testing multiple features at once.

Test one feature at a time for at least a couple of weeks. You’ll get a better understanding of what converts.

Source: Invesprco

32. A dynamic landing page was found to convert 25.2% more mobile users, compared to a normal landing page

A dynamic landing page will change its information based on the user.

For example, a dynamic page will change its headline to fit the user who’s reading it. It gets rid of the need to create multiple landing pages.

Pretty cool, right?

User’s love relevant information. The more you personalize, the more you’ll convert.

Source: Periscope

33. SmartBrief achieved an 816% growth in subscriptions after A/B testing their form page

A/B testing can save you a TON of time. Instead of creating a bunch of new landing pages, you can test certain features and change them as you go.

Plus, your ROI can increase by a lot – if done correctly.

Source: Marketing Experiments

34. This A/B case study by HighRise resulted in a 30% increase in clicks

34 - AB case study

It’s interesting how a few changes in a headline can increase your conversion rate by 30%.

If there’s one thing to learn about this case study, it’s this – consumers LOVE free things.

Source: SignalVNoise

35. Your overall spending on marketing campaigns can decrease with A/B testing

Like I mentioned earlier, A/B testing can be a serious money-saver. There are a couple of things you can do to get the most out of your investment.

First, start as soon as possible. Think of hypotheses about your landing pages as you create them. You can test this out as you go along.

When you speed up the process, you’ll get higher conversions faster.

Second, be precise and test out one feature at a time. You’ll get more accurate results.

Source: Optimizely

36. This SaaS company tested social proof and increased conversions by 5%

36 - Testing social proof 1
36 - Testing social proof 2

Social proof is a high converting feature for landing pages.

Users feel secure when they see someone else join a service.

You can use 2 different types of social proof:

  1. Testimonials
  2. A list of businesses you work with

This is a great feature to test. You never know what type of social proof your audience will trust more.

Source: VWO

37. 7% of companies believe it is very hard to implement A/B testing

37 - Implement AB testing

A/B testing is valuable, but it’s not always easy.

To get the most out of it, you’ll have to do your own research before you test.

It isn’t a short process, but it’s a valuable one.

Key takeaways

There are 3 things you can take from these landing page statistics.

1. Your conversion rate will vary

It’s tough to find the average conversion rate for ALL landing pages.

An average conversion rate in the health industry can look very different from the financial industry.

Focus on your business and what works within your sector.

2. A/B testing is worth a shot

A/B testing might seem intimidating, but it works.

It helps you pinpoint features you should change on your landing page. Plus, there are many tools out there to help you with the process.

There’s no harm in trying it out.

3. One size does not fit all

Your landing page might look completely different from someone else. This is perfectly normal.

A high converting landing page is personalized for your targeted audience.

Pay close attention to your users and they’ll do the same for you.

Landing Page Statistics You Should Know