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What Really Converts? The Data Behind Landing Page Success [Infographic]

What Really Converts? The Data Behind Landing Page Success [Infographic] Blog Feature

August 25th, 2018 min read

When you are reviewing your landing pages, it might be easy look at them and know you are following all of the best practices.

However, when you look at the numbers, are they converting to their full potential or are they maybe not converting at all?

If they aren’t, with a couple tweaks and understanding some key statistics, you might be able to solve this frustrating issue.

Whether it is the design elements, the copy, or the more technical aspects, we must craft each piece perfectly to get to that optimum conversion rate (Visitors to Contacts).

One of the best ways to improve your conversion rates is to review your current landing pages and try to identify some of the key areas where visitors might be falling off.

Is it your imagery? Is your messaging clear on what the visitor will receive? Is your form too long and intimidating for that stage of the marketing funnel? These areas are, in most cases, some of the common places that I often notice need improvement.

However, there also may be some areas that are not so obvious or that might not even come to mind when you first start reviewing your landing pages.

In a recent report from Unbounce, nearly 18,639 landing pages were analyzed to help give us some guidelines on where we should be focusing on when improving our landing pages.

Not only does this help expand our knowledge on how these key areas of improvements can affect our results, but they will give us a benchmark on the numbers we should be targeting.

For example, one very interesting statistic shared was around word count in relation to conversion rate.

Screen Shot 2018-08-24 at 9.18.05 AM

Represented in the graph, you can see there is a common trend across multiple industries that conversion rate will be lower on landing pages with higher word counts. This is something marketers should definitely be aware of!

Another key statistic in this article was regarding page speed. Thanks to the study, we have even more proof that when your landing page has faster load times, you are more likely to have higher conversion rates.

One way you can make your pages faster is by making sure your image files are the appropriate size.

Screen Shot 2018-08-24 at 9.40.02 AM

Take a look at some of your landing pages using tools such as WebPagetest is a great way to help identify those large images. Once you have identified these images, there are several free tools out there to help you compress them. Some of my favorite are TinyPng and JpegMini which are simple to use and will help you get those pages running much quicker.

If you are stuck on how to improve your conversion rate, then this infographic is perfect to help identify the less obvious areas that could help you improve your landing page metrics.

By making a few small tweaks to your landing pages, you will see those conversion rates start increasing right away. Check out the infographic below to review some even more valuable key statistics regarding the findings from this study.

landingpages-LG-unbounce-240418

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