What is a good landing Page Conversion rate?
Websites are powerful sales engines that generate new leads 24/7, even while you're sleeping in your vacation home or handling other non-sales tasks. A key factor to get top performance from your website is creating strong landing pages that are high in conversion rates. What is a great landing page conversion rate? Read on for a short but comprehensive breakdown of aspects that affect how potential clients arrive at your website and what you can do to encourage them to click on the next step that will lead them to become a customer or lead!
Already know what you're looking for? Get it right here:
- The conversion rate formula
- Factors affecting conversion rates
- Calculation tools to determine conversion rates
- Examples of optimal conversion rates by industry
- How to improve conversion rates on websites for landing
- How do you create higher website traffic
- Other important metrics to consider for your website's landing page
- Conclusion
The conversion rate formula
Before diving into the details on what makes a good landing page conversion rate you must know this formula to calculate the ratio.
(Number of users / Number of conversions)*100 = Conversion rate percentage ( percent)
The amount of people who visit could be something like:
- How many views the page had received
- How many impressions an element of the webpage was exposed to
- What percentage of people came across an ad that was paid for
The actual "conversion" can be anything you deem relevant to your business' growth, like:
- Buys from a new course
- Template downloads
- Formula fills out for more information
- For requests for a private session with a coach
It's important to remember that conversion rates are usually described in terms of percentages. It is the goal to make this number as high as it is possible!
In the following sections, we'll walk through how you can boost your conversion rates on landing pages.
Main factors affecting conversion rates
Knowing how you can measure the impact of conversion rates can assist you in determining an ideal conversion rate for your website. Test these aspects in order to get better outcomes.
Referral and traffic sources
Web traffic is the measure of how many visitors actually visit your page. It is important to analyze data on unique users more than overall traffic because you might have seen some people visit your landing page multiple times over a certain time frame. If you only look at the unique visitors, you'll be able to make an accurate estimate of your conversion ratio.
Sources are the places where the website traffic comes from. For example:
- Social media platforms that direct to your website's landing page
- Organic keywords derived from the search engine optimization (SEO) initiatives
- Other websites that have your website promoted or hyperlinked on a page
Calls-to-action
A well-designed call-to-action (CTA) helps visitors get to your desired action once they've hit your page. A CTA typically serves as a brief call to action to get people to follow through with the next action and is displayed as a button or link to your website's landing page. Some examples of great CTA's include:
- Book a call
- Your story to share
- We'd love to hear from you!
- Join the conversation
- Discover what's next
- Register an account
Follow the link below to find out more about how to test which CTA will perform best for your target audience.
Website design
- Colours, fonts, and other stylistic decisions
- Use of media like images, audio and video
- Copywriting that appeals to your target audience
- Speed of loading pages (make it as quick as is possible! )
- Security of the website
- URL slug size and credibility (best to avoid using slugs with a shorter length whenever possible)
How do you calculate the conversion rate of your site
If you keep your website builder and marketplace or CRM apart from each other then you'll have to depend on different tools and then calculate the conversion rate manually. Google Analytics is a go-to software for a lot of marketers because of how easily it ties into most websites and how accurate the data is.
Examples of ideal conversion rates for industry
Semrush is an example of a marketing software that is able to determine the conversion rates of competition. It's an excellent idea to monitor what your competitors are performing and what messaging they're using since it's the most precise illustration of the best website's conversion rates for your niche.
| Industry/Niche | Average Rate | Median Rate |
| Real Estate | 7.8% | 2.4% |
| Software-as-a-Service | 9.5% | 3.0% |
| Family Support | 9.0% | 3.0% |
| Home Improvement | 7.2% | 3.8% |
| Legal | 14.5% | 5.4% |
| Fitness & Nutrition | 13.2% | 5.6% |
| Finance & Insurance | 15.8% | 6.2% |
6 Ways to boost your conversion rates online
A/B testing
A/B testing is a critical method to continually improve the landing pages you are putting up. How it works is by choosing a tiny detail such as the colour of the CTA button, the headline, or even the place of the fill-in area and creating variations of the landing page by having the element being altered. Then, run all of different versions of your landing page for about 2-4 weeks, and determine which landing page has a better conversion rate. When you have finished the time period of testing, continue with the highest performing option.
When doing A/B testing, it's important to always run just one test at a given time, to maintain a web page for control that's not modified, and also to be aware of the results for future understanding.
Diversifying calls-to-action
Examples of alternatives in place of "creating the account" include:
- Sign up here
- Join today
- Sign up to receive an email
- Login
- Get started
Reducing website load speed
Google provides a free tool named PageSpeed Insights to assist you in measuring your page load speed and pinpoint areas that could be improved.
Cart abandonment emails
A variety of online shopping platforms and tools can help you identify when site visitors have loaded a product into their cart but failed to make the purchase. It is a great low-hanging opportunity to reach these customers and convince them to follow-through. Some tactics that might aid include:
- Offering a discount on their order
- Informing them of the value of your offering
- Notifying customers that the item in their cart is out of stock or in the item is limited edition.
- Adding information to contact you should they experience technical problems
If your leads hasn't added their email into the cart as of yet, you can also target them using web-based cookies.
Exit intent pop-ups
A great tactic to improve the conversion rate is to attempt to stay your visitors on your page. Exit intent pop-ups are type of on-site advertisement that only appear when visitors are about to leave the page. On these advertisements, include limited edition offers including discounts, product tours as well as free versions of your content that you can download. Even if the lead doesn't end up converting into one of your customers You can still use their contact information for a follow-up nurture program.
Reducing the amount of field fields in forms
Having a webform on your landing page is vital in order to gather details about your contacts. In the wrong way, asking a contact to fill in too many details may discourage them from filling out the questionnaire (and therefore you'll lose out on this lead). Reducing the number of form fields to 11 from 4 could increase the conversion rate by 120%.
How can you increase traffic onto your site
Like we said earlier, your website traffic impacts your conversion rate. Even if you keep the ratio of conversion at the same level, increasing the amount of traffic to your site will enable you to get better results on your desired CTAs.
A few ways to increase the traffic to your site include:
- Gaining organic traffic by means of search engine optimization. Whitepapers, blogs, and glossaries can aid visitors in finding your website using search engines like Google, Bing, and Safari.
- Run paid advertisements on search engines or social media, and direct all paid traffic to your website. You can apply conversion rate optimization to paid campaigns also.
- Social media is a great way to increase organic traffic. Focus on those platforms where your audience goes for new news.
- Make use of QR codes at live gatherings to register new sign-ups or create accounts and book meetings to meet prospective leads.
Other metrics that are important that you can use to determine the success of your landing page
| Metric | Description | Goal |
| The bounce rate | Measures how many people stay at your site after they click to it. If they aren't staying for long enough to browse your page then it's likely that your content doesn't line up with what they were expecting from the website's referral source, or that there's an issue with loading the page. | Reduce this as much as you can. |
| Time on the page | Measures how long people are spending on your page. If they're not staying for all day, it's likely that your content does not appeal to your audience or that load times are slow. | This should be as high as possible. |
| Referral source | Determines the number of people who come from different sources like social media or other websites. | This can be used to figure out which channel to put more money into for higher web traffic. |
| Mobile vs. desktop | Measures the percentage of people that access your page through a desktop, mobile or tablet. You can also see which kind of device or model the users use. | Make use of this feature to improve your site's appearance and load speed, based on popular device types. |
Conclusion
Making landing pages optimized for high conversion can result in an increase in return on investment. Being aware of what your competition is doing in terms of conversion rate and experimenting with your own content for on-page use can help you earn the conversion ratio you think is appropriate and beneficial for your industry. If you are growing your business, be sure to regularly review your site's statistics, attract new website traffic, and run A/B tests to see which one is most beneficial with your intended audience.