Landing page conversion rate 101
In this blog post, you'll learn about what landing page conversion rate is, what factors are affecting it, and what a good landing page conversion rate is.
In this article:
What is a landing page conversion rate?
The question of what a landing page conversion rate is has been addressed by many. Yet, the majority of the definitions that you can find online have one flaw. Landing page conversion rate is often defined as the number of conversions divided by the total number of visitors. Well, this not entirely accurate, to be honest.
Inaccurate definition: Landing page conversion rate is the number of conversions divided by the total number of visitors.
Experienced lead generation professionals know that when measuring the conversion rate of landing pages, one needs to always be measuring the number of conversions against the number of unique landing page visitors, and to just all visitors. The reason for it is simple – more often than not, visitors can be returning to your landing pages to review the offer and look closely at the details. If you're counting all visitors in your landing page conversion rate formula, the result will be misleading.
Accurate definition: Landing page conversion rate is the number of unique conversions (form sign-ups) divided by the number of unique visitors measured over a certain period.
The concept of time is also something that you should be mindful of. On certain days your conversion rate can increase or decrease significantly, for example, during the weekends, public holidays, etc. Therefore, you should measure it over a period of time to normalize your data. It's the best practice to be measuring it monthly and weekly while additionally reviewing the landing page conversion rate dynamics over the last seven days.
What are the factors that affect the conversion rate of a landing page?
Some digital marketers compare landing pages to the stock market. While these days we have a solid understanding of the scope of things that can impact the conversion rate of landing pages, sometimes the answer to the question of why Landing Page X converts better than Landing Page Y is unknown.
Nevertheless, here are the top factors that can affect the conversion rate of a landing page:
1. Amount of relevant traffic
Obviously, for your landing pages to convert at a high rate, you'll need to bring relevant people there. The easiest way to understand if you're succeeding in this endeavor is by reviewing your landing page bounce rate – a percentage of unique landing page visitors who exited your landing page almost immediately after opening it up.
If your bounce rate is above 25%, you should consider reviewing your audience demographic and firmographic criteria, as well as keywords, Ad creative, landing page template, and see if you're following the best practices for creating landing pages.
2. Landing page structure
Different marketing programs require different landing page templates. However, there are a few structural recommendations that can be quickly applied to the anatomy of all landing page templates, including:
- Place main elements above the fold
- Match your landing page headline with your Ad content
- Read: Landing Page Anatomy Recommendations ->
3. Quality of content and its amount
When it comes to landing pages, less content is more. Research shows that users are quickly looking through the content instead of reading it carefully. With an attention span of around 10 seconds for an average landing page visitor, your content needs to be nice and concise. Be sure to tell a story, but keep it short, ideally within two scrolls.
4. Number of fields on sign-up forms
One of the vital landing page best practices is keeping the sign-up forms as short as possible. Consider sacrificing some of the nice-to-have fields for the sake of getting more conversions. You can use lead enrichment tools as well as company name-to-domain tools to get more intelligence about the incoming leads in real-time.
5. Distracting elements
Landing page visitors get distracted quickly – remember, they're not your customers yet, so they know little to nothing about your products or services. Therefore, consider eliminating all of the distracting elements and focus the visitors' attention on the offer.
What's a good conversion rate for a landing page?
There's are two answers to that question. One is an easy one, and the other one is the right one.
- The easy answer to that question will give you a number based on someone's research, survey, etc. I bet you and your organization was not part of this research thought. Therefore, you could rely on their generic number just to feel good.
- The right answer to that question will instead get you on a mindset of how you should be thinking about it. Partner with your sales and finance team to understand your customer acquisition cost (CAC) requirements. From there, you'll be able to calculate your maximum cost per lead (CPL) for your demand generation campaigns. As long as your landing page converts at a rate that keeps your CPL below your limit, you can keep pouring traffic to this page while taking steps to take your conversion rate even further.
What tools can improve a landing page conversion rate?
While there's no magic tool (yet) that can automatically improve the conversion rate of your landing pages, here are the tools that can help improve your landing page performance.
- Google Analytics – you'll gain valuable insights about the page performance and the visitors' behavior, including but not limited to the amount of time they spent on your landing page, landing page bounce rate, demographics, devices (computer, mobile device, etc.
- Landing Page Builder – you'll be able to carry out A/B or A/B/C tests and find the winning patterns lightning fast. Combined with deep <landing page="" analytics="">, landing page builder is an essential tool for increasing your landing page conversion rate.</landing>
- Heatmap Tools – you'll get extra intelligence about the user behavior in the form of click maps, scroll maps, and move charts.
It's hard to identify a parameter that can impact the results of your lead generation efforts more than the conversion rate of your landing pages. Whether you're running a simple email marketing campaign or an omni-channel demand generation program, measuring and monitoring the landing page conversion rate trends as part of your landing page analytics, should be an absolute priority.