Let’s talk optimization.
Marketers spend a huge portion of their time planning, implementing, and executing tests, and analyzing the results. We’re always looking to get those target metrics lifted just a little bit more – figuring out the best subject line for a great open rate, the best CTA and creative pairing to get a click through, trying to shave a second off your website load time to get that bounce rate to dip.
You spend a chunk of change getting prospects to your site – but how much time are you spending optimizing your landing pages? When you look at your ROI, are you also looking at your conversion rates, identifying which pages are bringing down that all-important metric?
Per iFactory Digital, most websites don’t have a massive traffic problem; but all websites have a conversion problem. Here’s what you need to know about the lay-of-the-land when facing off with tools and specialists to help with your conversion rate optimization, or CRO. These 33 stats and facts about conversion rates and landing pages will help you eke out a few more conversions.
Landing Page Optimization Statistics
Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.
Long landing pages can generate up to 220% more leads than landing pages with above-the-fold CTAs – but make sure to test to see what works for you!
61% of companies run 5 or fewer landing page tests per month.
48% of landing pages contain multiple offers.
42% of offer-related graphics on landing pages are not linked.
Roughly 75% of businesses have problems finding suitable expertise for optimizing their landing page copy.
But reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions.
The optimal number of form fields for the most conversions from your landing pages is 3.
When landing pages don’t ask for age, the conversion rate is higher.
Only 16% of landing pages don’t have navigation bars …
But removing the navigation menu can increase conversions by 100%!
Conversion Rate Statistics: The Who
Using A/B testing, President Obama raised an additional $60 million.
CRO tools have an average ROI of 223%.
Customer journey analysis to improve conversion rate is in the game plan of 60% of online marketers.
44% of companies use split testing software.
55.5% of respondents to a 2016 survey by ConversionXL said they were planning to increase their CRO budget.
Always ahead of the curve, in 2011, Google ran more than 7,000 A/B tests.
Conversion Rate Statistics: The What
A/B testing is the most popular form of CRO, with 56% of marketers using this method.
7 in 10 marketers using CRO look to results to inform other marketing initiatives.
Only about 22 percent of businesses are satisfied with their conversion rates.
A typical website conversion rate is about 2.35% on average. But the top 10% of companies are seeing 3-5x higher conversion rates than average.
The average conversion rate of a Facebook ad is 9.21%.
Conversion rates typically range from 1 to 3 percent.
Even just a 1-second delay in page load time can result in a 7% reduction in conversions.
44% of clicks generated by B2B companies direct to the homepage instead of a landing page.
Conversion Rate Statistics: The How
Using videos on landing pages can increase conversions by 86%.
Companies whose conversion rates improved last year are performing, on average, 50% more tests and using 47% more methods to improve conversion.
Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages.
Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
More than 20 percent of businesses have reported that they do not have an effective strategy for landing page testing.
About the Author:
Mary manages Content Marketing & Demand Gen at Fluent, LLC. When she’s not selling intangible things on the internet, she’s most likely to be found eating extra-cheesy pizza while planning her next trip. Follow her on Twitter and LinkedIn.