Will Kerschbaum — November 2, 2016 Follow @billkerschbaum
If you’re like most B2B companies, your website visitor-to-contact conversion rate is less than 2%. By comparison, the top 25% of companies are converting at a significantly higher rate of more than 5%.
But to increase your overall conversion rates, you need conversion points, and that means landing pages. If you want a quick benchmark, make sure your landing page-to-contact conversion rate is over 30%. At The Whole Brain Group, we have several landing pages that have historically seen sustained conversion rates of over 45% every month. So if you follow best practices and test your landing page performance, it’s very possible to get some impressive conversion rates.
Building and testing landing pages is one of the top five challenges B2B marketers deal with. Roughly 75% of businesses have trouble finding expertise for optimizing their landing page copy. If that sounds like you, take a look at these statistics-backed tips for optimizing your landing pages.
Landing Page Statistics to Increase Conversions
48% of landing pages contain multiple offers (Source)
That’s a big no-no. The #1 rule of landing pages is to keep them to one offer per page. Including multiple offers can actually decrease conversions by as much as 266%.
Your landing page should exist to do just one thing, to accomplish one specific goal. You want visitors to download a case study, or register for a webinar, or request a meeting. Whatever it is, it’s only that one thing. So every single landing page you create should only have one offer.
58% of offer-related graphics on landing pages are clickable (Source)
This might seem like a good idea, but it actually hurts your conversions. You want to keep visitors on the landing page until they’ve actually converted. So unless the image opens a form, remove the links from your images.
Only 16% of landing pages don’t have navigation (Source)
Frankly, I was shocked when I saw this stat. Remember: landing pages exist for one reason—to convert visitors to leads. You don’t want people going anywhere else until they’ve converted. After that, yes, definitely get them visiting other pages. But until then, don’t give them any reason to leave that page. Get rid of the navigation.
Only 50% of companies have mobile-optimized landing pages (Source)
Yet over 75% of users in the U.S. access the internet on mobile devices. If your landing pages aren’t designed for mobile, you’re shutting out a significant percentage of conversions. In fact, mobile-optimized websites can triple your chances of increasing conversions by 5% or more.
Embedding videos can increase conversions by 86% (Source)
Got a quick explainer video or customer testimony video? Embed it on your landing page! Videos are incredibly effective at increasing engagement, and the additional social proof or sneak peek they provide will help influence conversions.
More landing pages gives you more conversions
Companies that have 10-15 landing pages get 55% more leads than companies with fewer than 10. And if you’re a B2B company, you’ll get even more benefit by having 40 or more landing pages. More landing pages means more opportunities to convert, more variety for visitors, and more helpful collateral.
A one-second delay in your site speed can mean 7% fewer conversions (Source)
Just another reason that optimizing your load time is important. It’s become a cliche, but it’s true: today’s web visitors are darned impatient! They won’t stick around for a slow landing page.
Your Plan of Attack
Make sure your landing pages are following all of these best practices, then collect data on them for at least a month—but ideally, for the next quarter. From there, optimize each landing page by tweaking just one item on the page and A/B testing the performance. Wait another quarter to be sure you’ve got a good data set before evaluating your change. Continue analyzing and testing each of your pages this way every quarter.
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