By Daniel Ndukwu
to Guide Your Strategy
55 timeless conversion rate
of companies and agencies
that use landing pages test them
Conversion rate optimization is the holy grail of online business. An increase in your sales conversion rate from 1% to 2% has essentially doubled your revenue. No small feat.
In a world that’s moving fast and technology that’s moving faster, it’s easy to chase the wrong things when it comes to conversion rate optimization. Changing your button from red to blue may increase conversion rates in the short term. It’s a shortsighted strategy.
Conversion rate optimization begins with a hypothesis and works its way around to the end goal. That process is the subject for another guide.
In this post, we’ll outline 55 conversion rate optimization statistics. They’ll help you understand what moves the needle and what doesn’t. In essence, you won’t spend countless hours working on the perfect button color for the call to action on your homepage (hint, it doesn’t matter, it just needs to contrast with the background).
Let’s dive into the 55 conversion rate optimization statistics you need to know to create a better user experience and make more money at the same time.
to increase conversions
The other 48% of the world seems to believe their page is as good as it gets. That’s rarely the case. Champion radical testing.
can increase conversion by
on landing pages
The video revolution is here! With cheaper data and faster internet speeds more and more people are willing to watch video. It’s up to you to craft useful content.
The testing of
multiple landing pages
So most people don’t do it. Establish a system that allows you to test your pages one by one. Then do it again. Testing never stops.
cite a conversion rate
of less than 0.5%
So the crazy stats you see floating around the internet are just that. Most of the world doesn’t have double digit conversion rates. You’ll see the average a bit later.
of conversion rate
[SOURCE: Marketing Sherpa]
¾ of what you do with conversion rate optimization will lead to more revenue.
It’s the 80/20 rule in action. Analyze which programs are bringing in higher revenue and do more of that.
is considered an
advanced & difficult
before making a purchase
People look to other people to inform their decisions. If possible, showcase positive reviews on the pages where a conversion decision is made.
61% of consumers
build a new landing page
The other 52% reuse landing pages. This is a problem because the language and copy is geared towards a specific campaign. There will be a message mismatch and the user – more often than not - will bounce.
Of B2B Companies that use landing pages,
have 6 or fewer
total landing pages
The more pages you have, the more opportunities there are for a conversion action. The next conversion rate optimization stat will shed light on the relationship between the number of pages and number of absolute conversions.
Companies see a
when increasing their number of landing pages from 10 to 15
You increase your leads by over half when you add only five landing pages. What about when you add twenty or thirty more pages? You guessed it, your leads and absolute conversion rate continues to rise.
Conversion rates typically
These numbers are hotly debated. The main thing to keep in mind is that if your conversion rates are in the double digits then you’re a rockstar.
7 or more contacts.
81% of sales
You have to keep following up or getting them back to your website. The conversion rate number is for first time visits. Skyrocket it by investing in assets that draw people back to your website.
we stop after
1 or 2 contacts
85% of the time
When you look at the stat before this one, it becomes clear where the problem lies. We’re not trying hard enough. Sure, some people won’t give you an opportunity for more contact. Most will. Focus on the people you can influence over time.
The average email opt-in rate is
This number takes into account all assets that lead to an email subscription. That includes landing pages, opt-in form inside content, sidebar forms, etc. Certain categories have significantly higher landing email opt-in rates EG squeeze pages.
[ SOURCE: SUMO ]
of small businesses
don’t have a documented or structured CRO strategy
If you don’t know where you’re going then anything will get you there. Without a documented strategy how will you continue to make gains when someone leaves the team? How will you continue to improve when you don’t know what you did in the first place?
On average, across all industries,
user generated content increased conversion rates by
Social proof is a game changer. When people see others interacting with you and your brand, they want to join in on it. Encourage people to post images or content on social media while using your products and services.
over 40 landing pages
generated 12 times
more leads than those
with 1-5 landing pages
Hate to say we told you so – but…. Simple truth, you need more landing pages. You can never have enough.
say knowing how to test effectively is somewhat or very challenging
[ SOURCE: ADOBE ]
This rolls back around to not having a documented strategy. When you put it on paper, you’ll know what’s working, what’s not, and how you arrived at that conclusion.
Mobile online shoppers convert at about
Mobile shoppers are the worst when it comes to buying something. That doesn’t mean you can skip out on the mobile experience. It’s likely because it’s harder to type and interact with certain pages when you’re on mobile.
Tablet online shoppers convert at about
The screen is larger and people can see and read more easily.
The lowest sales
conversion rate by industry is
People like to get their sporting goods instantly. It doesn’t make much sense to wait three days to get a pair of gloves when you can walk into any store and do that. It’s a commodity. Never allow yourself to be perceived as a commodity. If you are, it’s a race to the bottom.
93.5% of people who've read this post sign up here.
(That's a not true, but if you sign up you'll get this post as a PDF and other epic content delivered to your inbox)
The majority of
have less than
3 years’ experience
It’s a relatively new field. It’s growing rapidly. Take it seriously today and you’ll be amongst the top within a few years.
companies are spending
on conversion rate optimization tools
This lets you know conversion rate optimization is important and here to stay. Invest in it now and reap the rewards.
The highest sales
conversion rate by industry is
food & beverage
This one, at first glance, also seems like a commodity. We’re thinking food and beverages have such a high conversion rate because of variety. You can see something online that you’ll never see in your department store.
For every $92 spent acquiring customers
only $1 is spent converting them
There’s a large gap in the amount we spend for traffic and the amount we spend making them customers. If you spent an extra dollar on conversions then you’ve effectively doubled your spend. If it increases your revenue by fifty percent then you’ll be able to reduce traffic spend by a much larger amount. You can reinvest that into conversion rate optimization and repeat the cycle all over again.
Testing is king. Without a commitment to testing all of your pages, then testing them again, you’re leaving money on the table.
Companies who’ve been able to improve
their conversion rates perform,
50% more tests
Personalized CTA's CONVERT
42% more visitors
than unpersonalized CTA's
Personalization is the next frontier. Facebook, Instagram, news sites, and everyone in between are doing it. Why aren’t you? You don’t need their name. There are many ways to personalize a message an example could be to mention their referral source.
Long form landing pages
can generate up to
220% more leads
than short form pages
with an above the fold call-to-action
Short form landing pages are ideal in certain situations. When it comes to converting visitors to warm leads, long form pages work better.
Everyone is doing it. How do you set yourself apart? By not testing buttons and instead testing aspects that truly move the needle. Think about your value proposition, your product positions, and everything in between. Big picture testing will get you more profound results than changing the CTA button.
70% of marketers
who use conversion rate optimization
look to the results of their tests to inform other marketing decisions
Conversion rate optimization doesn’t live in a bubble. Take the learning from the tests and apply it to other areas of your marketing.
The average website has
a conversion rate of
The top performing websites have conversion rates of anywhere to 3-5 times the average
The gap between the best and the worst isn’t large. At most, the best websites convert at about 11%. You can get there with a structured conversion optimization regimen.
is the most used method of conversion rate optimization
Anchor text CTAs
can increase conversion rates by up to
Buttons work but it seems a well worded text link is more effective. A lot more effective. Change some of your button CTA to text CTA with the same wording and see what happens.
can reduce conversions by up to
A 1 second delay
in your site speed
People like speed. They don’t have the time or attention to spend on a slow website. Optimize your most prized possession for speed then do it again.
44% of clicks to a B2B link
direct to the homepage
as opposed to a dedicated landing page
This is a huge mistake. It goes back to the issue of message match. If they click on an ad from Facebook that tells them about a specific offer, they don’t want to land on your homepage and search for the offer. They want to be taken straight to it. If they can’t find it or feel they’re in the wrong place they’ll bounce.
When you have the correct targeting
& testing methods in place,
you can increase
conversions by up to
Create buyer personas and develop messaging that appeals to them. You don’t need the whole world. You just need the people interested in what you’re selling.
Reducing form fields
from 4 to 11 on your pages
can result in an increase
in conversions up to
You don’t need to ask for everything up front. It produces friction. Scrutinize every form field and ask yourself if it really belongs there. Is it information you can get later?
But the optimal number
of form fields is
Drill that into your head. No more than three form fields. If you absolutely need more then put the additional fields on another page.
3-4 of a company’s personas
account for 90% of a company’s revenue
Figure out who’s spending money with you. Get more people like them. I wish it were rocket science. It’s not.
Businesses that use
to nurture prospects experience
a 451% increase
in qualified leads
[ SOURCE: Annuitas Group ]
You spend less time on repetitive activities and have higher results. There’s nothing like it. Marketing automation can be complicated, but there are a lot of great resources on the web. You don’t have to learn everything. Learn what’s applicable to you and our business.
make 47% larger purchases than
leads that aren’t nurtured
[ SOURCE: Annuitas Group ]
Take the time to introduce your leads to your business and the value you offer before you shove a buy now button in their face. They’ll spend more money with you.
You can increase conversion
rates on landing pages by up to
by removing navigation
It removes the options the user has. When they don’t have so many options, they’re not as distracted. Without distraction, they’ll focus on the message right in front of them.
Emails with a single
Those stats are mind blowing. Every time you send an email, focus on a single goal and a single way for your reader to arrive at that goal.
start their buying journey
using a mobile phone
65% OF PEOPLE
Even though people don’t buy on phones, they do research on them. When they find something they like, they’ll switch over to another device to buy it.
The average conversion rate for a B2B landing page is
See what we were talking about when we said the low stats include all conversion assets. When you strip them away, you get a clearer picture. This is the average; yours should be a few times higher. Aim for at least 20-25% conversion rate on your landing pages.
The average conversion rate for a B2C landing page is
Again, this is the average, aim for at least 10% higher. It’s interesting to note that consumers convert less than businesses. Traditionally, business sales have a longer life cycle than consumer sales.
have average completion rates of
This goes back to the optimal number of form fields. If it’s over three then move the other fields to a second page. You’ll give your completion rate a powerful boost.
Single page forms
have average completion rates of
The conversion rate on pages where you ask for all the information up front is much lower. This could be due to a number of factors. Chief of which is asking for too much information.
who see contests will complete the form
34% of people
They have a high conversion rate. They also tend to be lower quality. That’s because you tend to attract freebie seekers. On a side note, iPads and iPhones are horrible gifts to give your contestants.
have the highest conversion rates of all customer
acquisition channels at
Build referral marketing into your platform. Allow users to earn credits or coupons every time they successfully refer a friend. You may want to implement a minimum purchase limit or quota before they unlock their rewards
Every desktop visit
IS WORTH 4x AS MUCH AS
every smartphone visit
Though this may be the case, research starts on phones. Don’t neglect to optimize both desktop and mobile.
B2C companies that use marketing automation
have seen conversion rates
as high as 50%
Automation has a lot of great things going for it. Jump on the train, it’s going to move faster and faster over the next few years.
Personalized email messages
by an average of
This is where you can flex your personalization messages. Incorporate their preferences such as shopping, content consumption, and personal information to create a unique experience.
Companies that excel at
lead nurturing generate
50% more sales leads
at 33% less cost
When you take the time to hold your customers hand, good things happen.
96% of marketers
say segmentation is the
most powerful method
for improving conversion rates
Break your contacts down into buckets relevant to your company. That could be along demographic, purchase, on interest lines. It doesn’t matter which. It’s more important to segment and test the reactions and improve from there.
Conversion rate optimization is an evolving discipline. It’s built on consumer psychology, market research, and aligning with expectations. Sometimes, you’ll miss the mark. Sometimes, you’ll land a bullseye. No matter your individual results now, know that you’ll get better and better at it as time goes on. The only prerequisite is that you continue to learn and stay abreast of the latest trends and best practices.
Use these conversion rate optimization statistics to guide your strategy this year and beyond.
Build better opt-ins, quizzes, and landing pages to turn more of your website visitors into subscribers.
Start your free trial with KyLeads
Copyright © 2017 KyLeads. All Rights Reserved.
Copyright © 2017 KyLeads. All Rights Reserved.