What is a good Landing Page Conversion Rate?
Websites are powerful selling tools, generating fresh leads at any time all the time, whether you're asleep at home, taking a vacation or handling other non-sales tasks. The key to getting high performance from your website is to create strong product landing pages that are high in conversion rates. What constitutes a high site's conversion rate? Check out this article for a brief but comprehensive breakdown of elements that determine how prospective customers come to your website and how you can encourage them to click on the next option that can lead them to becoming an actual lead or customer!
Have you got an idea of what you're hoping to learn about? Jump to it here:
- The conversion rate formula
- Factors affecting conversion rates
- Calculation tools to determine conversion rates
- Examples of ideal rate of conversion by industries
- How to improve conversion rates on websites for landing
- How do you create higher website traffic
- Other important metrics to consider for your site's
- Conclusion
The formula to calculate conversion rates
Before diving into the details on the factors that determine a high website's conversion rate you must know this simple formula that calculates this ratio.
(Number of visitors (Number of visitors conversions)*100 = Conversion rate percentage ( percent)
The number of visitors might be something similar to:
- The number of times the page had received
- The number of times an element of the page got
- How many people saw a paid ad
The real "conversion" may be whatever you consider relevant to your business' development, for example:
- The purchase of a brand new course
- Template downloads
- Forms can be filled out to get more information
- Requests for a personal coaching session
Important to note that conversion rates will always be talked about as percents. The goal is always to get this figure the highest it can be!
In the coming segments, we'll discuss how you can boost the conversion rate of landing pages.
Main factors affecting conversion rates
Knowing how you can measure and impact conversion rates will assist you in determining a good conversion rate is for your site. You can experiment with these elements in order to get better outcomes.
Sources of traffic and referrals
Web traffic is the measure of how many users actually visited the landing page. It's crucial to examine the statistics of unique users, rather than overall traffic since you could have had some people visit your landing page multiple times over a certain time frame. When you focus on the individual visitors, you'll be able to make a much more accurate calculation of the conversion rate.
Sources are where websites get traffic. Examples:
- Social media platforms that lead to your landing page
- Organic keywords that result from SEO (SEO) efforts
- Other sites that have your website promoted or hyperlinked on the page
Calls-to-action
The use of a well-crafted call-to action (CTA) can help users convert through to the desired action after they've landed on your page. CTAs are a way to get people to take action. CTA is usually a short call to action to get people to move on and it appears in the form of a link or button to your website's landing page. Examples of excellent CTA's are:
- Book a call
- Share your story
- Let us know more
- Join the conversation
- Find out what's next
- Register an account
Jump down below to learn about testing which CTA works best for your target audience.
Website design
- Colours, fonts, and various other decisions regarding style
- Media like images, audio, or video
- Copywriting that appeals to your target audience
- Page load speed (make it as fast as is possible! )
- Secureness of the site
- URL slug size and trustworthiness (best to use slugs that are short when you can)
What is the best way to determine the conversion rate of your site
If you want to keep your site builder and marketplace or CRM apart from one another then you'll have to depend on various software and analyze the conversion rate on your own. Google Analytics is a go-to product for many marketers because of the ease with which it can be plugged with most sites as well as how reliable the data is.
Example of optimal conversion rates for industry
Semrush is one such marketing software that is able to determine the conversion rates of competitors. It's good to keep tabs on how your competition is doing and the type of messaging they're employing as it will be the most accurate representation of a good site's conversion rate in 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% |
| Health & Fitness | 13.2% | 5.6% |
| Finance & Insurance | 15.8% | 6.2% |
6 Ways to boost your conversion rates online
Testing A/B
A/B testing is an important process to continuously optimize your landing page. The way to do this is selecting a small detail, like the color of the CTA button, headline, or even the place of the area for filling in forms as well as creating different versions of your landing page, with this element altered. Next, you run all the variations of the landing page for 2-4 weeks, and determine which site had a higher conversion percentage. After the test period, go with the highest performing option.
In the course of A/B testing, it's important to always run just one test at a time and to keep a stable control page that doesn't get modified, and also to be aware of the results for future studying.
Calls-to-action that are diverse
Examples of alternatives to "creating accounts" are:
- Sign up here
- Join us 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 identify areas for improvement.
Cart abandonment emails
A variety of online shopping platforms and tools allow you to determine when shoppers have added a product into their cart but failed to complete the transaction. It's a low-hanging fruit to target these customers to convince that they should follow through. A few strategies that could help could be:
- Promoting a discount for their purchase
- Informing them of the importance of your offer
- Notifying customers that the product in their cart has in low stock or has a limited edition status
- Inputting information to reach you in case they're having technical problems
In the event that your prospect hasn't added their email into the cart as of yet, you can also consider targeting them with website cookies.
Exit intent pop-ups
A great tactic to improve the conversion rate is to attempt to stay your visitors to your website. Exit intent pop-ups are a type of on-site advertisement that only appear at the point that visitors are about to quit the site. In these ads, you can include exclusive offers including discounts, product tours and free sample versions of your content to download. If the lead doesn't become an actual customer then you could make use of their email address in a future nurture campaign.
Reduces the amount of fields on forms
The inclusion of a form on your landing page is vital for collecting details about your contacts. However, asking your contact to fill in too many details could discourage them from filling out the questionnaire (and therefore you'll lose the opportunity). Reducing the number of form fields to 11 from four can boost conversion rates by 120 percent.
How can you increase users to your site
As we mentioned earlier, your web traffic affects the rate at which you convert. Even if you keep the conversion ratio at the same level, increasing your website traffic will allow you to earn higher results on your desired CTAs.
The best ways to boost your website traffic include:
- Earning organic traffic through SEO. The writing of whitepapers, blogs and glossaries will assist visitors to find your site via search engines such as Google, Bing, and Safari.
- Run paid advertisements on search engines or social media, and direct the traffic from paid advertisements to your site. The conversion rate can be optimization to your paid advertisements as well.
- Share your content on social media in order to increase organic traffic. Make sure to focus on the platforms that your intended audience goes for new news.
- Utilize QR codes during in-person gatherings to register new sign-ups or create accounts or schedule meetings with potential leads.
Other important metrics to consider for your website's landing page
| Metric | Description | Goal |
| Rate of bounce | Determines the percentage of people who remain on your website after clicking to it. If they aren't staying for long enough to browse your page then it's likely that your contents don't match the expectations they had from their referral source or there is a page loading issue. | Reduce this as much as is possible. |
| Time on the page | Determines the amount of time people are spending on your page. If they aren't staying long, it's likely there's content that isn't appealing to them, or that load times are slow. | As high as possible. |
| Referral source | It measures how many users come from different sources like social media or other websites. | This can be used to figure out which channels to invest more in for better web traffic. |
| Mobile vs. desktop | It measures the percent of visitors that access your page through a desktop, mobile or a tablet. You can also see which type or model of device users are on. | Utilize this for optimizing your page appearance and speed of loading based on common device types. |
Conclusion
Making landing pages optimized for high conversion is essential to get more ROI. Being aware of what your competition is achieving for conversion rates and experimenting with your own content for on-page use could help you get an effective conversion rate that is appropriate and beneficial for your industry. As you grow your company, make sure to review regularly your website statistics, attract new web traffic and perform A/B tests to determine what performs best for your target audience.