Average landing page conversion rate

The average landing page conversion rate is a crucial metric in digital marketing. While it’s tempting to benchmark your own results against the industry average, this approach requires careful consideration, as the concept itself is more nuanced than it first appears.

The landing page

Before exploring the average conversion rate for landing pages, it’s important to clarify what a landing page actually is. It’s the page users arrive at after clicking a link or button, designed specifically for a single offer with the sole purpose of driving conversions.

Landing pages aren’t visited by chance; users arrive after clicking a targeted call-to-action (CTA). This CTA might be found:

• In an email;
• In search engine results, whether through SEO or paid ads (SEA);
• On your social media channels;
• Within a blog post.

To thoroughly assess your landing page (there are excellent tools for this, such as Incremys), it’s essential to consider the marketing channel used. For instance, the SEO conversion rate of your landing page should be analysed separately from that of an Adwords campaign or an email campaign.

A landing page for a single offer

This is a key distinction between a standard website page and a landing page. The latter focuses on one specific offer, and the desired conversion relates solely to that offer. A landing page isn’t the place for a general overview of your business or a showcase of all your products or services. Avoid unnecessary details and multiple links: research shows that landing pages with a single link outperform those with several. The aim is to be clear, concise and direct. By following this approach, you’re more likely to exceed the average landing page conversion rate.

Average landing page conversion rate

What is a typical average conversion rate for a landing page? It’s important to compare like with like. The conversion goal for a landing page can take many forms. In e-commerce, it’s often a sale, but depending on your business and objectives, a conversion might also mean:

• Requesting a quote;
• Signing up to a newsletter;
• Downloading a white paper or another resource;
• Engaging with the brand on social media;
• Providing an email address or more detailed contact information.

The average conversion rate for a landing page should therefore be considered in light of the specific conversion you’re targeting. It’s also important to look at your particular industry, as performance varies widely between sectors: it’s not unusual to see rates differ by a factor of three, and a percentage that’s impressive in one field may be disappointing in another. Ideally, compare your results with those of your direct competitors. According to Hubspot, the average landing page conversion rate across all industries is 9.7%.

Key principles for an effective landing page

What are the key principles for designing a successful landing page? While brevity is important, your page should offer more than just the name of the offer. It should include:

• A clear headline that defines your offer;
• A concise summary of the offer;
• One or more images or videos;
• Social proof, such as verified customer reviews;
• A conversion form.

If you’re wondering how to assess the effectiveness of a landing page, following these principles is a solid starting point. Remember, visitors arrive on your landing page because they’ve clicked a CTA. What they find must match their expectations, both in terms of content (the offer) and presentation (design, language, style). If the landing page doesn’t deliver what the visitor anticipated, they’re likely to leave without converting.

CRO: boosting your landing page performance

CRO (Conversion Rate Optimisation) encompasses all techniques aimed at increasing conversion rates. While the details are varied, the focus is always on improving user experience. This might involve technical tweaks to page load speed or a complete redesign. Optimisation is often achieved through A/B testing: different versions of a page are compared, and the most effective ones are retained.

To further improve the conversion rate of your landing pages, Incremys offers dedicated modules such as personalised AI to tailor content to visitor expectations, and content production to maximise the impact of each landing page.

Conclusion

The average landing page conversion rate is a vital metric for analysing and optimising this type of page. Shifting this KPI can have a direct impact on your company’s revenue. It’s essential to monitor it regularly to spot anomalies and evaluate the effectiveness of your optimisation strategies.

The average landing page conversion rate is a useful benchmark for assessing your own performance, but it should always be interpreted in context. To improve your conversion rate and validate your digital strategy, optimising the user experience is indispensable.

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