Landing Page Statistics: What is a good landing page conversion rate?

A well-optimized landing page is essential to boost conversion rates of any business. But what does the landing page statistics say?

When it comes to conversion rates, landing pages outperform other signup forms by a massive 160%.

Furthermore, companies with about 40 landing pages get 12 times more leads than those with 5 or fewer. So landing pages do play a key role in any business.

Read on to explore more landing page statistics and detailed insights behind each stat.

Landing Page Statistics 2023 (Top Picks)

  • Top 10% of websites have conversion rates over 11%; top quarter hit 5.31% or higher.
  • Paid search yields 2.9% conversion rate on average – lower than top performers but targeted traffic converts better.
  • Long landing pages (over 500-700 words) get 220% more leads as people will read more if interested.
  • 37% of landing pages have testimonials which build trust and credibility to boost conversions.
  • The average click-through-rate for Facebook ads is 0.90% – in line with industry standards showing ads still engage users.
  • A 1-second delay in page load time can lower conversions by 7% highlighting the need for speed optimizations.
  • Well-placed images boost willingness to read text content by 80% – use visuals to complement messaging.
  • PPC visitors convert at 50% higher rates than organic – already interested users from ads convert better.
  • You have just 8 seconds to make a good first impression – optimize layout, message, visuals for quick impact.
  • Anchor text CTAs outperform buttons by 121% – well-optimized anchor links encourage more clicks

What is a good landing page conversion rate?

Top 10% of websites have conversion rates over 11%; top quarter hit 5.31% or higher.

Landing Page Conversion Rate

Addressing the concerns and fears of your potential customers on your landing page can give your conversion rates a significant boost—think 80% higher.

When visitors feel assured and their questions are answered preemptively, they’re more likely to take action. So, get to know your audience’s pain points and make sure your landing page tackles them head-on.

Another interesting stat: You’ll find the business name in the title tag of 65% of top-performing landing pages. Why is this essential? Well, it builds trust and authority. When users see a familiar name, they’re more likely to engage with the content.

Now, when it comes to A/B testing, 77% use it for websites, but don’t overlook landing pages where 60% are utilizing this strategy. It’s followed closely by email (59%) and paid search (58%).

The takeaway? A/B testing is crucial across multiple platforms, but especially beneficial for optimizing your landing page.

If you’re aiming for a significant sales increase, note that 71% of companies achieving this have tested their landing pages before launching. Make tweaks based on real data and watch your conversion rates jump high.

When Axway decided to A/B test landing pages for each of their PPC ad groups, they didn’t just get good results; they got 291% ROI. This underlines the effectiveness of granular testing.

To get statistically relevant results from an A/B test, you’ll need a landing page to attract at least 25,000 visitors. Anything less might not give you the insights you need for confident decision-making.

But another thing to note: Interestingly, 20% of companies don’t test their landing pages at all. That’s a missed opportunity for vital optimization.

With 89% of landing pages being responsive, it’s clear that mobile optimization is more than just a trend—it’s a necessity. 

Furthermore, 78% of landing pages include their location there. This is a fantastic way to attract local traffic and tap into community-based customer pools.

Sources: Gripped, NiftyMarketing, Econsultancy, VentureBeat, IonInteractive, Business2Community

Landing Page Conversion Rates By Industry

IndustryAverage Conversion Rate
Media & Entertainment7.9%
Finance & Insurance6.2%
Fitness & Nutrition5.6%
Events & Leisure5.2%
Home Improvement3.8%
Medical Services3.6%
Business Services3.5%
Family Support3.4%
Real Estate2.6%

Sources: Markin Blog

Landing Page Technology Statistics

Here’s a chart representing the usage distribution of landing page in top one million websites

Tech StackWebsites
StatusPage IO6,552
Lead Pages568
Swipe Pages116
Unicorn Platform27
LP Generator14

When it comes to total share of websites using specific Landing page tech stacks, Unbounce leads with 53% total share, followed by Status Page IO at 29%.

Whereas, the third place goes to Instapage at 4% and rest all landing page technologies contribute to the remaining 15% of all websites.

Sources: Builtwith Trends

Average Landing Page Conversion Rate

Did you know that the top 10% of websites enjoy conversion rates exceeding 11%? And, what does this tell us?

If you’re pulling numbers like these, you’re clearly doing something right. It could be a compelling headline, an irresistible offer, or perhaps, user-friendly design. 

Now with a slight step down but still impressive, the top quarter of websites report conversion rates no less than 5.31%. If you’re in this tier, you’re above average but there’s room for improvement.

Speaking of Paid Search, an average conversion rate of 2.9%. Sure, it might seem lower than the top performers, but it’s worth noting that these campaigns can be finely tuned to reach the exact audience you’re aiming for. So even if it’s not double-digit, it’s targeted and that counts for a lot.

Organic search isn’t too far behind either with a 2.8% conversion rate, and email lags just a little at 2.3%.

These channels might not bring immediate high conversions but they build solid customer relationships.

Nearly half of all landing pages contain more than one offer. While you might think more offers equal more chances for conversions, you’re also risking confusing your visitor. The takeaway here is to be careful with how many offers you put on one page; sometimes, less is more.

More than half of B2B companies redirect users to their homepages instead of a dedicated landing page. But this can often lead to confusion. So if you’re in B2B, creating a targeted landing page should be on your to-do list.

Investing in conversion rate optimization tools is crucial to boost the conversion of your landing page. On average, these tools yield a remarkable 223% ROI.

Clearly, if you’re not optimizing, you’re leaving money on the table. A high ROI like this not only justifies the initial investment but also sets you up for long-term success.

Almost half of marketers—46% to be exact—believe that the layout of a form has a significant impact on conversion rates.

That means something as simple as where you place your name and email fields could be the difference between a hit and a miss. So, don’t underestimate the power of well-designed forms.

Believe it or not, long landing pages can get you 220% more leads compared to their shorter counterparts.

Contrary to popular belief that web users have short attention spans, it seems people do read when they’re genuinely interested (especially when the product or service they are buying is costly.) So, a longer page allows for more information, more trust-building, and ultimately, more conversions. 

When it comes to form fields on landing pages, the average number is 11. While this may sound like a lot, it’s likely balanced between necessary information and optional extras. Always remember, each additional field is another potential barrier to conversion, so make them count.

Now, nothing builds trust quite like testimonials, and 37% of landing pages have caught on to this. Authentic feedback from real customers can go a long way in convincing a potential customer that you’re the real deal.

If your landing page doesn’t have testimonials yet, it might be something worth considering.

Here’s another stat: desktop still leads the race with a 4.14% conversion rate, while mobile trails at 1.53%. This gap tells us that the user experience on desktop is generally more conducive to conversions.

But with the increasing use of mobile devices, optimizing for mobile is not just optional—it’s a must.

Now the big question:

What Is A Good Landing Page Conversion Rate? 

Across various industries, the average landing page conversion rate stands at 2.35%. However, the top 25% are hitting 5.31% or higher.

These numbers give you a solid landing page conversion rate benchmark. Anything below 2.35% and you’ve got work to do; anything above 5.31%, and you’re on track.

Sources: WordStream, RulerAnalytics, Marketing Experiments, FormStack, Nifty Marketing

Landing Page Design Statistics

Nearly half of all marketers (48% to be exact) create a new landing page for each campaign. This highlights a need for customization and the requirement that one size doesn’t fit all in marketing.

Crafting a unique landing page allows for a focused message and better targeting, thus improving the chances of conversion.

If you’ve seen a lot of green Call to Action (CTA) buttons on SaaS landing pages, it’s not by accident. Over half of them make this color choice for CTAs.

Green is often associated with “go” or positive action, and it seems SaaS marketers are tuned into these psychological cues to drive clicks.

While only 2 in 10 people will read your entire landing page, 8 in 10 will read the headline. This data shows the critical role of that first line.

It needs to be compelling enough to draw the reader into the rest of the content, or you’ll lose them right off the bat.

If you’re thinking about adding some interactive elements, go ahead. Interactive content can make your message 79% more effective and is 81% more likely to keep your visitors engaged.

Adding videos to your landing pages can push up conversion rates by a massive 86%. The power of visual storytelling comes into play here, offering a quick and effective way to convey your message and persuade your audience.

Sources: RockContent, ResearchGate, Yotpo, Growth Marketing Pro

Landing Page Facebook Ads Statistics

A whopping 69% of Facebook ads send users directly to a landing page. This tells us marketers value specialized landing pages for their conversion potential. A landing page, focused solely on a single product or service, simply works better to convert a potential customer.

Each click from a Facebook ad to a B2B site costs approximately $4.01. This shows that marketers are willing to pay a premium for targeted B2B interactions. Given that B2B transactions often involve larger sums, the higher cost per click makes sense. It’s a calculated move aimed at a high return on investment.

The average click-through rate (CTR) for Facebook ads across all sectors stands at 0.90%. What does this mean? While the number may seem small, it’s in line with industry standards. It’s a strong sign that, despite the competition, Facebook ads still engage users enough to click.

Another thing to note: Facebook marketing gives you the potential to connect with 36% of the global population. This staggering number highlights the platform’s effectiveness for broad outreach. If you’re not leveraging Facebook for marketing, you’re missing out on a massive audience.

Finally, Facebook is packed with around 10 million advertisers on its platform. This highlights the network’s expansive reach and capabilities. It tells us that businesses large or small see value in advertising on Facebook.

Sources: Adespresso, Buffer, Wordstream, We Are Social, Statista

Landing Page User Behavior Statistics

Speaking of fUser Behavior, first things first, actually make people 80% more willing to read your text content. That’s right, a well-placed image can act like a magnet for your reader’s eyes.

So don’t forget to add relevant images on your landing page that complement the text to convey your message. That’s an attention-grabber you don’t want to miss out on.

A well-organized homepage can boost your online sales by 35%. A clear visual hierarchy guides your visitors, helping them navigate and make purchase decisions more easily.

Now here’s the interesting part: one-second delay in your page loading can cut your conversions by 7%. In the fast-paced digital world, even a second’s delay can cost you big time. Speed up your site and keep those potential customers from bouncing.

It turns out there’s also a word count range that hits the conversion sweet spot: between 500 and 700 words. Short enough to be easily digestible, yet long enough to be informative—just right for leading visitors to hit that “Buy” or “Sign Up” button.

Furthermore, putting a trust badge or security seal can pump up your conversions by 48%. This small addition signals to your visitors that you’re trustworthy. You’d be surprised how this little seal can make a big difference.

And, did you know that 64% look for phone numbers on a home page? This shows that not just chat but any other type of contact information is similarly crucial.

Ignoring the importance of visible contact info? Prepare to wave goodbye to nearly half of your visitors. A striking 44% will bounce if they can’t find a way to get in touch with you. 

Sources: Xerox, VWO, WordStream, Marketing Experiments, Baymard Institute, KoMarketing

Landing Page PPC Statistics

PPC visitors are twice as likely to convert compared to those who stroll in organically. That’s a 50% higher conversion rate! Think about it; these are people who clicked on an ad, so they’re likely already interested in what you’re offering.

That initial interest can go a long way in pushing them over the conversion finish line.

Next, for every dollar you pour into Google Ads, you’re looking at an average return of $2. It highlights the potential of solid financial gains if you use Google Ads the right way.

Now, this one’s a bit of a head-scratcher. A whopping 52% of B2B PPC ads take you straight to the home page, not a specialized landing page. This seems like a missed opportunity to guide potential leads down a more focused conversion path.

Your landing page is where the magic happens, after all; so it should be tailored to specific customer needs and questions.

Last but not least, let’s talk about those banner ads at the end of articles. According to HubSpot, they only pull in 6% of leads from blog posts. This highlights that your end-of-the-line spot could likely be better utilized, don’t you think?

Sources: WebFX, WordStream, Tencent

Landing Page Performance

Did you know that 90% of customers who read your headline will also pay attention to your Call To Action (CTA)? That’s right, a compelling headline pulls people down the page. 

Moving on to the next stat, You’ve got 8 seconds—yep, just 8—to make a good first impression with your landing page.

Your layout, message, and visuals need to work in harmony to make those 8 seconds count. If they do, you’ve got a visitor primed for conversion. If they don’t, well, you’ve lost a potential customer.

Ever wondered if the text in your CTA button makes a difference? Well, it actually does. Using the phrase “Click Here” has been shown to bring in 3% more conversions than just using “Submit.” It’s a subtle but clear instruction that nudges the visitors to action.

Another interesting landing page statistics: Anchor text CTAs outperform their button-based counterparts by a staggering 121%. That’s right, more than double the performance. If you want to get users clicking, using well-optimized anchor text is a good idea.

Adding relevant videos to your landing page? That can ramp up conversions by an impressive 86%. This could be because videos offer a dynamic way to present information that grabs attention and encourages them to take action.

If you’re in the B2B sector, consider this: An effective landing page can bump up your conversion rates by 40%. It’s a significant uptick that can make a huge difference in sales and final profits. 

Sources: Unbounce, Ambassador, DSM, HubSpot, EyeViewDigital, Unicorn Platform


So, in short, these landing page statistics show that optimizing the landing page is equally important as getting traffic to the page.

Top brands over 11% in conversion rates and it is for a reason. They’re putting in the work—from faster page loads to A/B testing.

Your landing page is a big deal. Keep making it better, and you’ll see those conversion numbers climb.