Landing Page Conversion Rates: B2B, Industry Rates, Optimization

Landing pages are an essential lead generation and sales tool for marketers and businesses. However, according to landing page conversion rates, your business is likely to suffer without a good landing page. To see the benefits of marketing optimization, you need to make your landing page come alive. 

First and foremost, you must follow specific landing page conversion benchmarks. To help you drive up your landing page conversions, we narrowed down the most important statistics. 

If you are looking to improve your sales and attract more customers, these stats will help you turn your prospects into leads.

Top Landing Page Conversion Rates: Editor’s Choice

What is a Good Conversion Rate for a Landing Page?

Before structuring your landing page optimization strategy, it’s important to review some general statistics. Once you understand the benchmarks, you can test if your landing pages perform well or need improvements. This way, you will know which best practices for landing page optimization work for your target audience.

1. The average landing page conversion rate is around 2.35%.

According to landing page conversion statistics, this is the benchmark for an average conversion rate across all industries. However, percentages may vary from website to website. Factors such as the product or service, environmental demand, and audience behavior also affect your ability to convert visitors into leads and leads into customers. 

2. For the top 25% sites, the conversion rate is more than 5.31%, while the top 10% sites reach more than 11.45%.  

When it comes to conversion rate optimization, landing page conversion stats spot huge differences between the top-performing sites and the worst-performing sites. This information tells us that top performers have five times more results than average.

3. Only 22% of businesses are happy with their conversion rates. 

When it comes to optimizing a landing page, conversion rate statistics report that a massive number of businesses don’t always believe that it works. However, once they see how even minor improvements can work wonders for conversions, they will start investing more time and effort. 

4. The average conversion rate of Google Ads is 8.2%.

For Google Ads, a good conversion rate is higher than 5.31% across your entire account. On the other hand, the top 10% of advertisers who run Google Ads have a conversion rate of 11.45%. To improve conversion rates, you can build a custom landing page, refine ad campaign targeting, or even write a different ad copy. 

5. A good Amazon landing page has conversion rates that can vary from 10 to 15%.

The average conversion rate on Amazon is around 9.55%. However, the metrics are different based on the industry. Even with the differences in mind, you should still aim for a higher rate than 10%. If you want to get higher conversion rates, you should optimize listings for search or add more product reviews and ratings for social proof. 

6. Landing page conversion rates on display ads across Google average only 0.57%.

On the contrary, the average conversion rate on the search network is 4.40%. This is quite understandable since people who use Google to search are actively looking for information and solutions, while someone who is only browsing the web might not be interested in buying. 

7. Companies whose conversion rates improved over the past year are doing 50% more A/B tests.

If you want to improve your landing page, A/B testing statistics show that testing is crucial for enhancing effectiveness and getting more conversions. Marketers use A/B testing to evaluate how two versions of a landing page fare in conversion rates. Split testing software works particularly well for this purpose.

8. The average eCommerce conversion rates are 1%–2%.

For eCommerce purchases, a desktop is still the most popular gadget used, which means that people tend to buy more from their laptops or computers, while smartphones and tablets convert less. Furthermore, the findings indicate that the average rate for eCommerce sites is around 2.9% globally.

9. Landing page conversion rates via email marketing range from 0.31%–4%.

A large portion of conversions on the web is generated from email campaigns. A report from Klaviyo on email benchmarks highlights that the average email campaign open rate is 35% across industries. This is because hundreds of emails are being sent out; thus, the number of impressions may lead to inconsistency in rates.

10. The average landing page conversion rates from Facebook ads across all industries reach 9.21%.

When it comes to Facebook ads, conversion rates can vary between industries due to several factors, including competition, supply, and demand. It is no surprise that marketers should invest time and effort to create a landing page tailored to their target audience’s interests. This is especially beneficial for businesses since higher conversion rates provide more leads to convert into long-term customers.  

Landing Page Conversion Rates by Industry

Factors like the business model and industry affect the average conversion rate. A good conversion rate varies by industry because the buying process also varies for each company and industry. Additionally, your business may also have unique circumstances that lead to lower or higher conversion rates. 

11. The fitness industry holds the highest Facebook ads conversion rate at 14%. 

As landing page conversion stats show, Facebook is an excellent platform for marketers who want to maximize their advertising ROI. It’s no doubt that Facebook is the king of social media advertising; the average conversion rate for paid Facebook ads across all industries is 9.21%. This means that a good conversion rate for your Facebook ads should be around 10%. 

12. Facebook ads for travel sites convert at around 2.82%. 

Even though the fitness industry leads the way in average landing page conversion rates on Facebook, this doesn’t mean that Facebook advertising is ineffective for the travel industry. The discrepancy between industries is quite understandable since different industries sell products and services for different prices, but the conversion rates are counted the same. 

13. Sites in the medical services niche convert at an average of 7.4%.

About 80% of internet users are searching the web to find health-related solutions. So, healthcare providers need to address these questions to gain trust and credibility. That said, the top 25% performers hit 20.4%, so if you want to follow suit, you need to develop a few best practices.

14. The average B2B lead conversion rate for the media and publishing industry is 10%.

The B2B industry has an entirely different business model from B2C companies. If you want to improve your B2B sales, determining the conversion rate is not enough; you’ll need to look at opportunities as well, such as converting a visit to contact or converting leads to sales. 

15. The average conversion rate for the real estate industry is 7.4%. 

Additionally, real estate landing page statistics demonstrate that pages with one CTA have an average conversion rate of 13.5%, while pages with five or more links hit 10.5%. Moreover, the loading speed of a landing page also affects the conversion rate. So, it’s also important to consider this factor when optimizing your landing pages. 

16. The industry with the highest conversion rate is business consulting at 27.4%. 

When it comes to lead generation, landing page statistics show a big difference between sectors since some companies can achieve higher conversion rates. Let’s take the job training niche—the average conversion rate is considered high at 6%. As you can see, there is a wide gap. 

17. SaaS landing page conversion rates reach 9.5%. 

Conversion rates vary significantly across industries since the buying process is different for each industry and company. People decide differently when purchasing SaaS software than when buying a T-shirt. It is also important to look at other key metrics, such as the number of customers and customer acquisition cost. 

Statistics on Landing Page Conversion Optimization

Landing page optimization is a critical factor for business success. However, businesses often neglect their landing pages, unaware of what they can do to maximize conversions and increase sales.

The importance of landing page statistics is immense as these statistics will give you a head start and help you create a high-converting landing page based on proven data.

18. Having multiple offers can decrease conversion rates to up to 266%.

When it comes to landing page conversion rates, the benchmark can often be surpassed by increasing the number of landing pages on your site. However, it is imperative to investigate whether it will work for your business. On the other hand, having multiple landing pages and CTAs can distract your visitors or convey a conflicting message, and, as a result, conversion rates might suffer. 

19. Having an optimized landing page increases conversion rates by 40%. 

Making a remarkable landing page is not a tough job, but it takes some time and effort. Businesses need to understand what their prospects want so that they can create a page with a purpose. This way, they can increase conversion rates and reach their business growth goals. 

20. Small businesses are less likely to have a documented/structured CRO strategy than large businesses. 

Landing page conversion statistics show us how necessary testing is in optimizing landing pages to increase conversion rates. As such, businesses need to document and structure their CRO strategy to be able to review results. This way, you will know what works for your business and what you should avoid. 

21. Brands can boost ROI by 223% on average with conversion rate optimization tools.

Landing page conversion statistics suggest that CRO tools are an effective way to improve landing pages and enhance user experience. On top of that, CRO analytics can help you identify why users abandon their shopping carts and other valuable data and help identify necessary areas for improvement.

22. Choosing the right target audience and testing methods can improve conversion rates by 300%.

According to landing page statistics, UX and proper testing methods are two factors that improve landing page performance and increase conversions. Just determine the buyer persona very carefully because this will help you decide where your product development will go, what kinds of content to create, how to follow up on leads, and how to approach customer retention.

23. Companies spend an average of $2,000 a month on CRO tools. 

Even though the average landing page pricing is relatively high, it’s worth it if you choose the proper tools for your business. Optimization is indeed crucial for generating traffic. However, it’s also vital to use CRO tools to improve your landing page strategy and increase conversions. 

24. A one-second delay in page load time can reduce conversion rates by up to 7%. 

Additionally, it causes an 11% reduction in landing page view rate. Page loading time is critical to any website’s user experience, but marketers very often pay more attention to aesthetic designs, practical functionality, or content creation. However, visitors appreciate fast page loading times, so it’s no surprise that it’s one of the most important factors in search engine rankings. 

25. 52% of marketers reuse landing pages for several marketing campaigns.

The highest-converting landing page is niche-driven; it focuses on a specific target market and has a particular purpose. Therefore, it’s recommended to create a brand new page with each campaign instead of just adjusting an existing landing page to fit the specifications of a new campaign. 

26. 86% of top landing pages are mobile-optimized. 

Mobile landing page optimization is an important step that businesses shouldn’t skip. Otherwise, they’ll start losing some prospects in a matter of seconds. Since increasingly more people are using their mobile phones to browse the internet, marketers must design a fast user experience across this segment. 

27. Implementing videos on a landing page can increase conversion rates by 86%.

Video landing page statistics suggest that putting relevant videos or testimonials on a landing page adds credibility and builds trust. You can create a video that demonstrates your products and services so that users have a better understanding of what you’re offering. Ultimately, the results of adding a video on landing page conversion rates are too huge to pass up. 

28. Landing pages sign-up forms have a 23% conversion rate.

As the least popular sign-up form, landing pages still have the highest conversion rates. On the other hand, even though they account for more than 66% of all enabled signup forms, popups have the second-lowest conversion rate. So, if you want to hit higher signup rates, it is important to diversify your signup forms with landing pages. 

29. 37% of landing pages include testimonials.

For landing page conversion optimization, it might be a good idea to start collecting reviews and testimonials from current customers and adding some of them to your landing pages to increase customer trust and achieve higher conversion rates. This is one of the most authentic forms of content a company can use.  

30. Long landing pages generate 220% more leads than above-the-fold CTA. 

Landing page statistics show that creating long-form landing pages does wonders for your marketing campaign. However, it is important to carefully review and test elements such as headlines, design, and CTAs. Make sure to include all the relevant information at the top while still sharing more further down. 

31. 73% of landing pages use photos of people.

It has been proven that when combined with concise copy, photos of human faces can boost both B2C and B2B landing page conversion rates. Especially for SaaS companies, this is one of the most effective ways of grabbing a prospect’s attention and triggering emotion among visitors. This is much needed for industries that are not inherently emotional. 

32. Two-step landing page forms are 30% more effective than the traditional one-step form. 

Did you know that when it comes to landing page effectiveness, statistics show that multi-step forms convert more traffic? Multi-step forms allow you to make the user experience more engaging, educate website visitors, and generate more leads. They play an enormous role in websites and digital marketing campaigns. 

33. Companies that make buying easier are 62% more likely to win a high-quality sale.

It doesn’t take more than one look at sales landing page statistics to know that people can be annoyed if the buying process is tedious. In fact, they are more likely to complain about a supplier if they have a challenging buying experience. On the other hand, having an easy sales process contributes to more repeat and happy customers. 

Landing Page Statistics for 2022: The Takeaway

So, what are the key takeaways from these statistics? Even though we mentioned the average conversion rate, it is challenging to determine the exact average conversion rate for all landing pages. Average landing page conversion rates vary by industry, so you should focus on your business and create a strategy that works within your sector.

With A/B testing, you can discover what features need improvements. Moreover, the highest-converting pages are specifically tailored for a targeted audience. 

We hope that these statistics will help you improve your landing page optimization strategy to generate leads and conversions.

Frequently Asked Questions

How many landing pages should a website have?

Every business should invest in a landing page. Landing pages are the most valuable parts of your website since they increase conversions, generate leads, and boost sales. 

According to studies, business websites that have 10–15 landing pages increase conversions by 55%. Additionally, those that created more than 40 landing pages improved conversions by 500%. 

From this, it’s pretty evident that having numerous landing pages can create more conversion and inbound marketing opportunities.

How can I increase my landing page conversion rate?

The truth is that there is no specific formula. However, even though you might not get it right the first time, it’s important to keep launching, testing, and optimizing to improve your landing page conversion rate.

This is one of the biggest problems B2B marketers face. To optimize landing pages, you need to understand your campaign goals, craft a compelling copy, write simple and concise headlines, implement the right images, use effective CTAs, reduce page loading time, and A/B test your landing pages.

How are landing page rates calculated?

To understand how well a landing page performs, you will need to calculate the landing page conversion rate, i.e., the percentage of time website visitors convert on your offers (lead magnet, content upgrade, or discount code).

Landing page conversion rates are not difficult to calculate—just consider how many people visited your landing page and how many people converted. Then, divide the total number of conversions by the total number of visitors and multiply it by 100%.

How are landing page rates calculated?

To understand how well a landing page performs, you will need to calculate the landing page conversion rate, i.e., the percentage of time website visitors convert on your offers (lead magnet, content upgrade, or discount code).

Landing page conversion rates are not difficult to calculate—just consider how many people visited your landing page and how many people converted. Then, divide the total number of conversions by the total number of visitors and multiply it by 100%.

Are landing pages effective?

Landing pages are the best option for improving the conversion rates and lowering the cost of getting a lead or sale. Good landing pages bring a lot of benefits. They help you promote a positive first impression, attract people, and capture conversions.

However, it is crucial to make it flawless and avoid using generic templates because an effective landing page will be the most prominent feature of your website.

What is the average lead conversion rate?

Average lead conversion rates vary by industry and company. Brands should review these figures to measure the success of their lead generation campaign accurately.

According to Capterra, the average landing page conversion rates in the software industry range between 5%–10%, while the retail or eCommerce industry hit 3% on average. As long as you continue testing your strategy, your conversion rates will improve. There is always something you can do to optimize your lead generation efforts.


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