Landing pages are of great importance when it comes to converting visitors to leads. In fact, it may even be safe to claim that absolutely no other web page can have the impact that landing pages have in successful conversion. To ensure that your landing page wins over your clients, though, you need to keep its design fresh and user friendly. Therefore, you will need to re-design your landing page often if possible. If your landing page needs a little refreshing, here are 10 staggering statistics which will give you an insight to the world of landing pages and will help you during designing a landing page.
1) Embedding Videos on Landing Pages Can Increase Conversions by 86%
A landing page that fails to drive instantaneous conversions is a waste of space. Although immediate conversions are not always attainable, you need to be at least set on the path towards conversions. You can do so by retaining visitors and keeping them interested long enough to convince them that what you are offering is what they actually need.
Incorporating visual design and data is highly important if you wish to attract visitors and convince them to stay on your page. In fact, adding videos to your page is an important characteristic of great landing pages. After all, landing pages that use embedded videos have seen an increase in conversions by 86%.
Any video will not work though. The video you add on your landing page should be used within the context of the page and must have a direct (and related) purpose. Some of the best examples of videos which meet these requirements are product demonstrations and customer testimonials.
Unfortunately, though statistics have proven how effective videos can be, they do not really make regular appearances on landing pages. However, now that you are aware of what you have been missing out on so far, make sure to create a video for your landing page during redesign.
2) You Get to Have Mere 8 Seconds to Ensnare and Captivate Your Audience
The attention span of humans today is shorter than ever. Rather than reading the entire content on the landing page, visitors will merely skim through the headings and highlighted content to see if there is something that they find useful or interesting. To make sure that your visitors do not bounce off your site, you need to ensnare them as soon as they enter your site, i.e. within 8 seconds and not a moment late or else your audience will lose patience.
This is why many landing page experts stress upon the significance of having a compelling headline to secure leads. Because your headline is usually the first thing that your visitors are likely to read, it should directly address why your product is what they need by highlighting its value. In addition to serving the purpose of your landing page, your headline should be absolutely gripping.
Using sub-headings and easy-to-scan bullet points, breaking down paragraphs and adding images and infographics are a few other ways to keep your visitors interested without giving them the impression that you are wasting their time. In short, your aim should be for your audience to know straight-up what you are offering by directly diving into the point and making it easier for them to skim.
3) Increasing the Number of Landing Pages from 10 to 15 Can Increase Your Leads by 55%
Having multiple pages may not always be a formula for success. However, with landing pages, the more you have, the better your chances of securing leads will be. Sounds too good to believe? Here, check out the following two statistics that support this claim.
- While businesses do not generally seem to increase their leads when increasing the number of landing pages from 1 to 5 or even 6 to 10, they do see a 55% increase in their leads if they increase the number of their landing pages from 10 to 15.
- Companies with more than 40 landing pages get to have 12 times more leads than those with 5 or less.
Now you may be wondering why this happens. Basically, more landing pages means that more of your pages will be indexed in search. This, in turn, means that there is a greater chance of search engine users being directed to your landing page. As a result, you generate more leads. Moreover, with more landing pages, you get to target more opportunities by creating more segment-specific content for your audience. This promises more conversions because the segmented content is more relevant to the audience.
4) Only 48% of Marketers Reportedly Created a New Landing Page for Each of their Marketing Campaigns
As suggested in the last point, having more landing pages is prudent. However, more than half of today’s marketers and businesses fail to see the benefits they can gain by having a new landing page for each of their marketing campaigns. Instead, they seem to think that separate landing pages would be overkill, which is entirely untrue.
So, why should you create a separate landing page for each marketing campaign? Simply because creating separate landing pages for your marketing campaigns allows you to understand and achieve the role of each campaign and what it ultimately strives for. Here are a few reasons why separate landing pages is a good idea.
- It is Good for You – Separate landing pages would decrease your workload considerably. Since each of the pages will have different goals, you will not have to separate the conversion rates each of the campaigns generated.
- It is Good for SEO – Landing pages dedicated to different campaigns allows you to create more relevant content, which in turn gets higher ranking on the SERPs.
- It is Good for Your Customers – Because each of your landing pages focuses on one product or campaign at a time, customers find it simple and easy to navigate around. This is better for you as well as it can lead to higher conversions.
As you can see, a separate landing page dedicated to each campaign will allow you to secure more leads and get more conversions.
5) Around 48% Of Landing Pages Hold Multiple Offers
Again, as stated in the previous point, having separate landing pages for each of your products and services is important. Unfortunately, most marketers do not seem to have gotten this memo. In addition to failing to create separate landing pages for each campaign, they seem to go a bit further and flood their landing pages with multiple offers. Not only will your visitors find this confusing, but you will risk losing them to your competitors if they mastered the art of creating effective landing pages.
The following are a few pointers you might want to keep in mind the next time you design your landing page.
- There should be only one primary action on the page at any given time.
- Never should you pull your audience’s attention in more than one direction at a time.
- If you absolutely must place a secondary action, make sure it is does not outshine your primary action (use weaker colors if you must).
- Clarity comes above everything.
If you follow the above guidelines to a T, you will definitely notice an instant jump in your conversions. In fact, according to an experiment carried by the marketers at Marriott Vacations Worldwide, a simple landing page for iPhone users increased conversions by 2%.
6) Merely 16% of Landing Pages Are Devoid of Any Navigation Bars
One of the most important benefits of landing pages is that it allows you to reduce clutter and narrow your focus. However, the fact that merely 16% of landing pages are devoid of any navigation bars shows that marketers are not effectively using their landing pages. Since this page is for one purpose only, your visitors should be limited to that page only, nowhere else. Another reason to remove navigation items is the fact that a landing page is not really a part of your navigable site. It is a marketing page that should generate leads or score conversions. Therefore, your user should not be going anywhere else.
A study by Hubspot further confirms the need to remove navigation to ensure higher conversions. Yuppiechef, Career Point College, and SparkPage effectively achieved up to 6% conversion rate, 336%, and 17.6% respectively.
7) Your Conversions Can Fall by 7% For Every Additional Second Your Landing Page Takes to Load
People today have a plethora of options online. At the same time, they are restricted by time when it comes to exploring those options. Therefore, you should be on the top of your game and get people to take out time to skim through your page. However, all of this will be of no use if your landing page fails to load in due time. Even if your site takes an extra second loading, your conversions are bound to fall by 7%. Therefore, check how much time your landing page is currently taking to load through speed check tools and get the experts to analyze what elements you can optimize to speed up your page.
8) Approximately 75% of Businesses Have Trouble Coming up with Optimizing Strategies for Landing Pages
Although most businesses have implemented a range of top conversion optimization practices for their landing pages, they do not seem to observe any significant results. This could be due to a number of reasons, including misinformation about inbound marketing, insufficient understanding of the concepts or simply lack of expertise. Regardless of the case, your best bet is to hire a professional digital marketing agency to design your landing pages for you. Not only will they come up with proficient strategies independently, but they will also you navigate you around the basics and steer you towards the right path if you seek their assistance. So, if you are even slightly unsure of what to do, you should do what any smart businessperson would do when confronted with a problem: hire an expert to solve it.
9) Targeting and Testing Landing Pages Can Increase Conversions Up to 300%
Testing and re-testing your landing pages is an important rule of thumb that can ensure their success and ultimately your own. Several elements on the page (a headline you love, perhaps) may seem vital for your success, but they may not get you leads or conversions. In that case, you need to make the following process a major part of your landing page redesign project.
- Create multiple landing pages with different themes.
- Test them, evaluate the results, and look for potential obstacles.
- Now, fix those issues.
- Once you are done, run another test.
- Do this over and over again.
According to Econsultancy, companies which tested multiple landing pages saw a large increase in sales. And yet…
10) More Than 20% of Businesses Have Admitted That They Do Not Have an Effective Strategy In Place For Landing Page Testing
Despite establishing the absolute importance of testing landing pages, companies forgo this process altogether. However, with the advancements made in CRO, conducting tests for your landing pages and improving their performance are becoming extremely easy. In fact, there are a wide range of tools like Silverback, Camtasia, Optimizely, and Hotjar which have made these tests easier to perform than ever before.
So, keep these statistics in mind and follow their directions while redesigning your landing page to truly reap its benefits and get the best value for your money.
While there is no reason you shouldn’t know how all of it (redesigning landing pages) works (what with so much information flying around), it can still be a little bit overwhelming and challenging for an average businessman. After all, so much has been said about landing pages – the best practices, strategies and the top techniques to help businesses seize the deal that it has become almost a confusing and daunting territory. You need an expert’s opinion to steer you to the right path. That’s where we come! Give us a call today if you wish to have a thriving and successful landing page strategy.